In the rapidly evolving landscape of social media platforms, competition among platforms intensifies as users seek new and engaging experiences. A recent entrant in the market, “Threads,” has positioned itself as a text-based alternative to Instagram and is now challenging Twitter’s dominance. This report presents a comparative analysis of the interactions on Twitter and Threads for 30 brands, shedding light on the current state of these platforms. The analysis focuses on factors such as followers, likes, and replies to provide insights into the performance of these platforms.

Methodology The research team at WebsitePlanet selected 30 brands that had accounts on both Twitter and Threads. The team examined the performance of these brands by analyzing metrics such as the number of followers, likes, and replies. To calculate the engagement rate, a numerical value was assigned to each activity generated by a post (1 like = 1 comment = 1 point), and it was divided by the total number of followers the brand had on each platform.

Findings

Difference in Followers:

• The number of followers varied significantly between Twitter and Threads for the analyzed brands.
• Established brands typically had a larger following on Twitter compared to Threads, which was launched more recently.
• On average, newspages on Threads had approximately 1% of the number of followers they had on Twitter. However, popular brands in other industries managed to entice a larger percentage of their follower base on Threads.

Industry Engagement:

• Newspages and firms in the entertainment industry showed more enthusiasm in using the Threads platform compared to brands in other industries.
• These brands signed up faster and posted more frequently on Threads.

Likes and Replies:

• 87% of the analyzed brands generated more likes on Threads than on Twitter, with an average of 8 times more likes on the new platform.
• Threads showed a higher average number of replies compared to Twitter, indicating more engagement with the platform.
• However, five brands, including Universal Pictures, NY Post, Elle Magazine US, McDonald’s, and Reuters, received more comments on Twitter than on Threads.

Engagement Rate:

• Threads showed a higher average engagement rate compared to Twitter.
• The brand with the highest engagement rate was McDonald’s, boasting 3.36% on Threads.
• Netflix achieved an impressive 3.72% engagement rate on Threads, making it the brand with the most engagement among the analyzed brands.

Established brands may find it beneficial to maintain a presence on both Twitter and Threads to maximize their reach. Although brands have yet to develop specific strategies for Threads, the majority of posts analyzed in this study generated significantly higher engagement on the new platform, regardless of the content being the same as on Twitter.

Disclaimer: This report is based on research conducted by WebsitePlanet. All credit for the data and findings goes to the WebsitePlanet research team.

As the social media landscape continues to evolve, brands must adapt and embrace the platforms that best align with their goals and target audience. The data presented in this report offers insights into the interactions on Twitter and Threads, providing a basis for brands to make informed decisions regarding their social media presence.

This report provides a comparative analysis of the interactions on Twitter and Threads, a text-based alternative to Instagram, for 30 brands. The analysis focuses on factors such as followers, likes, and replies to gain insights into the performance of these platforms. The research reveals that the number of followers varies significantly between Twitter and Threads, with established brands typically having a larger following on Twitter. However, popular brands in other industries managed to attract a larger percentage of their follower base on Threads. Newspages and firms in the entertainment industry showed more enthusiasm in using Threads, signing up faster and posting more frequently.

The findings indicate that 87% of the analyzed brands generated more likes on Threads than on Twitter, with an average of 8 times more likes on the new platform. Threads also showed a higher average number of replies, indicating more engagement. However, some brands received more comments on Twitter than on Threads. The engagement rate on Threads was higher than on Twitter, with McDonald’s and Netflix achieving impressive engagement rates on the new platform.

Twitter remains a dominant player in the industry, Threads shows promise as a platform that fosters meaningful conversations. It has gained significant popularity and offers brands the opportunity to reach a wider audience. Established brands may benefit from maintaining a presence on both platforms to maximize their reach. The report highlights the need for brands to adapt and embrace platforms that align with their goals and target audience. As both Twitter and Threads continue to evolve, it will be interesting to see how they develop and whether Threads can gain traction among a broader range of brands in the future.