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What is the Engagement Rate on Twitter vs. Threads?

By: Christina Davies
Updated on: April 05, 2024

Platform competition is fierce in the ever-changing social media landscape as users seek new and engaging experiences. Recently, a new competitor called “Threads” emerged as a text-based alternative to Twitter. As the latest competitor to Twitter, Threads has swiftly gained attention and amassed millions of users in a remarkably short period. 

In this article, we will delve into a comprehensive comparative analysis of interactions on Twitter and Threads, examining factors such as followers, likes, and replies to shed light on the current state of these platforms.

Examining Follower Dynamics

What’s the crucial aspect of any social media platform? It’s the size and engagement of its user base. WebsitePlanet research team selected 30 brands with Twitter and Thread accounts to compare their performances. 

It is no surprise that well-established brands generally boasted a more significant following on Twitter, given Threads’ recent launch on July 5th, 2024. However, they observed intriguing variations in followers dynamics across different industries and brand types.

Industry Insights

Notable patterns emerged when analyzing brand adoption across industries. Newspages and firms within the entertainment industry were more inclined to embrace Threads than brands in other sectors. These early adopters joined the platform swiftly and demonstrated higher posting frequencies, leveraging the unique opportunities Threads presented. 

However, when examining follower count, newspapers on Threads averaged around 1% of their Twitter following, as reported by WebsitePlanet. In comparison, brands in diverse industries managed to attract like 15% more substantial percentage of their follower base.

The Battle of Likes

Engagement metrics play a vital role in evaluating the effectiveness of a social media platform. In our analysis, a striking revelation unfolded – 87% of the brands experienced higher likes on Threads than on Twitter. 

On average, brands witnessed an astonishing 13 times increase in likes on the new platform. This surge in engagement indicates that Threads has captivated users, enticing them to interact with content more actively.

Identical Posts, Different Outcomes

To gain deeper insights, WebsitePlanet examined 20 brands that made identical posts on Twitter and Threads. The results uncovered intriguing dynamics between the platforms, showcasing unique strengths and weaknesses. 

While Twitter exhibited higher average overall likes for the analyzed posts, Threads generated an impressive 7 times more likes on average. 

The difference in the number of replies further highlighted Threads’ advantage, with the platform garnering more comments for all brands except 5 brands (Universal Pictures, NY Post, Elle Magazine US, McDonald’s, and Reuters). Threads also surpassed Twitter’s average engagement rate, with a significant difference of 0.45% compared to Twitter’s mere 0.02%.

McDonald’s Leads the Engagement Race

Among the analyzed brands, McDonald‘s emerged as the clear winner regarding engagement rate. Boasting an impressive 3.36% engagement rate, McDonald’s effectively utilized Threads to capture and retain the attention of its audience.

This outstanding result showcases the potential for brands to leverage Threads’ unique features and engage with their target market more meaningfully.

Twitter vs Threads: Engagement Rates

 BrandTwitter followersThreads followersTwitter
Post’s likes
Post’s replies
Post’s likes
4Associated Press16,017,738695017241
5Vogue Magazine14,956,2367874516
6The Guardian10,898,6651611083540
8Elle Magazine US6,902,1879213129378
9Universal Pictures4,744,347126471981
WebsitePlanet research


Do threads perform better on Twitter?

Threads have shown higher engagement rates and interactions compared to Twitter, with brands receiving more likes and comments on Threads. The average engagement rate on Threads is significantly higher than on Twitter, indicating that users are more actively involved and responsive on the platform.

What is a Twitter thread?

A Twitter thread is a string of connected tweets posted in succession, often used to share longer thoughts, stories, or discussions. By replying to their tweet, users can create a thread where each subsequent tweet is linked to the previous one, allowing for a cohesive and continuous conversation.

Why are Twitter threads useful?

Twitter threads help convey more extensive information or share a narrative that exceeds the character limit of a single tweet. It provides a structured format to present thoughts, ideas, or arguments sequentially. It makes it easier for users to follow and engage with the content. Threads also encourage conversation and allow users to contribute their perspectives.

What is the main advantage of threads?

The main advantage of threads is their ability to present information more organized and coherently. By linking tweets together, users can create a narrative flow, making it easier for readers to follow and understand the content. Threads also enable users to dive deeper into topics and provide more context, fostering meaningful discussions and interactions on the platform.

Final Thoughts

The comparative analysis of Twitter and Threads interactions provides valuable insights into the performance and potential of these platforms. Why not check out the comparative analysis between Threads Vs Bluesky?

With its rapid growth and exceptional engagement rates, Threads has proven to be a formidable contender in the social media landscape. Brands across industries embrace the platform, eager to leverage its features to connect with their audience and maximize engagement. 

Let’s watch how these platforms meet the demands of the social media landscape!


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