Observed Signal · Feb 4, 2025 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Positive
Buffer Finds Threads Higher Engagement Than X
Buffer analyzed 10.2 million posts on Threads and X to measure engagement. To reduce distortion from viral posts, the study uses median engagement rate. It finds Threads achieves 6.25% median engagement versus 3.6% for X. The analysis also notes that X currently has 548 million monthly active users, while Threads has 320 million, with Threads continuing to grow. Buffer attributes Threads' higher engagement to factors such as less competition on Threads and an algorithm that prioritizes content that elicits real interactions, including discussions, which tends to appear in the For You-style feeds. The report covers 2024 results, stating Threads consistently posted higher engagement throughout the year, despite a small late-2024 decline. These findings offer marketers an evidence-based view of cross-platform engagement dynamics and potential implications for content strategies and spend allocation.
Technical Release on a major platform (Threads) with implications for cross-platform engagement and advertising dynamics.
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Key Takeaways & Evidence Grounding
- Buffer analyzed 10.2 million posts on Threads and X.
- Median engagement rate: Threads 6.25%; X 3.6%.
- MAU: X 548 million; Threads 320 million.
- Threads maintained higher engagement than X throughout 2024, with a slight year-end decline.
- Buffer attributes higher Threads engagement to less competition and an engagement-focused algorithm.
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
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