Threads, X, or Neither? Where Your Brand Belongs in 2025
In the race for attention, not every platform is about dancing or filters. Some of the loudest brand statements are still made via text. But in 2025, the question isn’t just what you say — it’s where you say it. With Threads gaining traction and X (formerly Twitter) still clinging to cultural relevancy, many brands are asking: should we be posting here… or here… or tap out entirely?
Let’s break it down.
Threads: The Meta-Fueled Contender
Launched in July 2023, Threads started as Instagram’s chatty cousin, meant to challenge X’s dominance in short-form text. Fast forward to now, Threads has over 320M monthly users and is officially open to advertisers. With Meta’s ecosystem behind it, it offers brands tight integration with Instagram and access to a massive, built-in audience.
Why it works:
Seamless connection with your IG audience.
Less toxicity, more conversation (at least for now).
Meta’s robust ad infrastructure is coming into play.
But…
Threads still lacks some of the cultural weight X once had.
The vibe is less breaking news, more light commentary.
Best for: brands that want to extend community convos, test tone, or repurpose Instagram-driven content in a text-friendly way.
X: Still Kicking, But At What Cost?
X is no longer the town square, it’s more like a chaotic afterparty. Since Elon’s takeover, it’s shifted from a real-time newswire into a less predictable, often polarizing platform. Still, some communities — especially in finance, journalism, and sports — remain active.
Why some brands stay:
Legacy following and niche communities.
High-speed engagement around trending topics.
Still a go-to for real-time events and commentary.
But…
Brand safety concerns are real.
Engagement has dropped, and audience sentiment is mixed.
The algorithm feels… unpredictable.
Best for: brands with a strong personality and a thick skin: think media, entertainment, or fintech.
What About “Neither”?
Here’s the spicy take: you don’t have to be everywhere. If your brand voice thrives more visually, focus on TikTok, YouTube Shorts, or Reels. If you’re building a deep community? Maybe Discord or a private newsletter is more your lane.
Ask yourself:
Is your audience active there?
Can you show up consistently and authentically?
Does your brand have something to say?
Brand Voice Matters, But Context Is Queen.
Text-first platforms aren’t about the length, they’re about the tone. Threads is more casual, playful. X is still punchy and polarizing. And your brand voice needs to flex depending on the room you walk into.
This doesn’t mean becoming someone else, it means translating your personality to fit the conversation.
Final Word
In 2025, text-based platforms still hold value, but only if your brand shows up with purpose. Whether you go all in on Threads, double down on X, or skip both, your brand voice should never feel like an afterthought. It’s your handshake, your first impression, your headline.
Use it wisely.