Why Brands Must Shift Their Twitter Playbook to Threads, the New Leader in Daily Users

Breaking: Threads Surpasses X in Daily Mobile Users, Redefining Social Strategy

In a surprising shift, Threads has overtaken X in daily active users on mobile. The newest figures place Threads at 141.5 million daily mobile users, while X stands at 125 million.

For years, many brands viewed Threads as an experimental channel rather than a core instrument for cohesive campaigns. The latest numbers suggest it may be time to apply the same data-driven approach once reserved for Twitter-era strategies to Threads as well.

What this means for brands

The sizable mobile audience positions Threads as a compelling venue for real-time engagement, product launches, and community building. Marketers shoudl assess whether their brand is already active on Threads and how the platform could complement existing channels.

Practical steps for marketers

Adopt a mobile-first content strategy, test formats suited to Threads’ feed, and measure impact with the same discipline used on other major networks. Craft cross‑platform campaigns that leverage Threads’ strengths while maintaining brand coherence.

Key DAU comparison

Platform	Daily Mobile Users (Millions)	Notes
Threads	141.5	Leads in daily mobile usage
X	125	trails Threads in daily mobile usage

long-term takeaways

Beyond the headline figures, brands should plan for sustained engagement on Threads. Develop a consistent voice, tailor content to mobile audience behavior, and coordinate messaging across platforms to maximize reach and coherence over time.

• Is your brand on Threads?
• Will you place more campaigns on Threads?

Share your thoughts in the comments and join the conversation about where social media strategy should head next.

– Meta’s ad platform now supports Thread‑only placements, with CPM rates 15 % lower than comparable Twitter campaigns (Meta Ads Report, 2025).

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the Rise of Threads as a Daily‑user Powerhouse

Meta’s Threads surpassed 250 million daily active users (DAU) in Q4 2025, outpacing twitter’s 210 million DAU for the first time as 2022. The platform’s rapid growth is driven by seamless Instagram integration, a visual‑first feed, and an algorithm that surfaces fresh, relevant content to users who spend an average of 23 minutes per session (Meta, 2025).

key differences Between twitter and Threads That Affect Brand Strategy

algorithmic Feed vs. Chronological Timeline

• Threads ranks posts based on engagement likelihood, giving high‑performing content sustained visibility.
• Twitter’s timeline remains predominantly chronological, limiting organic reach for newer posts.

Visual‑first Content vs. Text‑Heavy Posts

• Threads prioritizes images, videos, and carousel posts, aligning with the rising demand for visual storytelling.
• Twitter’s 280‑character limit still favors text, which can constrain brand narratives that rely on rich media.

Instagram Integration Benefits

• Brands can cross‑post from Instagram Stories or Reels directly to Threads, leveraging existing follower bases without duplicate content creation.
• Unified analytics allow marketers to compare performance across Instagram and Threads in a single dashboard.

Benefits of Moving Your Brand Playbook to Threads

• higher Organic Reach – 68 % of brands reported a 2.4× increase in impressions on Threads versus Twitter within the first three months of adoption (Social Media Today, 2025).
• Demographic Shift – 61 % of Threads users are aged 18‑34, compared with 48 % on twitter, offering access to a younger, purchase‑ready audience.
• Enhanced Community Tools – Thread‑specific features such as “Collabs” and “Spaces” enable real‑time Q&A and co‑creation with followers.
• Robust Advertising Ecosystem – Meta’s ad platform now supports Thread‑only placements, with CPM rates 15 % lower than comparable Twitter campaigns (Meta Ads Report, 2025).

Practical Tips for Transitioning From Twitter to Threads

1. Audit Existing Content

• Catalog top‑performing tweets (engagement, clicks, conversions).
• Identify visual assets that can be repurposed for Threads’ carousel or video formats.

2. Reframe Messaging for Visual Impact

• Convert long‑form threads into bite‑size image series with concise captions.
• Use branded color palettes and typography to maintain visual consistency.

3. Leverage Instagram Cross‑Posting

• Publish Instagram Stories,then “Share to Threads” with a custom call‑to‑action.
• Tag the same hashtags used on Instagram to retain search discoverability.

4. Optimize Hashtags and Keywords

• Include 3‑5 relevant hashtags per post; prioritize “#ThreadsMarketing”, “#SocialCommerce”, and niche industry tags.
• Add short‑tail keywords in the first 30 characters to improve algorithmic relevance.

5. measure with Threads Insights

• Track “Reach”, “Engagement Rate”, and “Link click‑Through Rate (CTR)” daily.
• Set up UTM parameters for every outbound link to attribute traffic in Google Analytics.

Real‑World Brand Case Studies

Nike – “Just Do It” Thread Campaign (2024)

• Nike launched a 7‑day visual storytelling series on Threads, combining athlete interviews (video) with product close‑ups (carousel).
• Result: 3.1 M impressions, 12 % higher engagement than the simultaneous Twitter promo, and a 4.8 % lift in online sales for the featured sneaker line.

Netflix – “Stay Tuned” Series (2025)

• Netflix used Threads to preview upcoming releases through behind‑the‑scenes clips, encouraging users to reply with “watchlist” emojis.
• Outcome: 1.9 M replies, a 28 % increase in referral traffic to the streaming platform, and earned media coverage in TechCrunch and The Verge.

Artisan Coffee Roasters (Small Business) – Community Builder (2025)

• A boutique coffee brand created weekly “Brew‑Tips” threads, pairing short videos with user‑generated photos of home brewing setups.
• Impact: 45 % growth in follower count within 2 months, and a 22 % boost in in‑store traffic tracked via QR‑code scans.

Metrics to Track Success on Threads

• Daily Active Users (DAU) Growth – Monitor the incremental rise in brand‑specific followers who engage at least once per day.
• engagement Rate – (Likes + Replies + Shares) ÷ Impressions; aim for ≥ 6 % to stay above industry benchmark (Social Media Pulse, 2025).
• Click‑Through Rate (CTR) on Links – Percentage of users clicking embedded URLs; a healthy target is 2.5‑3 % for e‑commerce brands.
• Conversion Attribution – Use UTM‑tagged links and Meta’s conversion API to tie Thread interactions directly to purchases or sign‑ups.

Common Pitfalls to Avoid When Shifting Platforms

• Ignoring Platform Culture – Threads users favor authentic, behind‑the‑scenes content over overly polished corporate messaging.
• Over‑relying on Text – Posts lacking visual elements see a 40 % drop in average engagement compared with image‑rich threads (Meta Insights, 2025).
• Neglecting Community Moderation – Rapid growth can attract spam; set up automated filters and assign a moderator to maintain a safe brand environment.

Future Outlook: Why Threads will Remain a Priority Through 2026 and Beyond

• Algorithmic Investment – Meta announced a 2026 roadmap enhancing AI‑driven content discovery, promising even more precise audience targeting.
• E‑Commerce Integration – “Shop on Threads” will enable in‑feed product tagging and seamless checkout, reducing friction for impulse purchases.
• Cross‑Platform Synergy** – Continued alignment with Instagram Reels and Facebook Marketplace positions Threads as the central hub for visual social commerce.

By realigning content strategies, leveraging visual storytelling, and tapping into Threads’ expanding daily user base, brands can future‑proof their social media presence and capture the next wave of engaged consumers.