Threads vs. X (Twitter) – Where Should Small Businesses Focus in 2025?

In the ever-evolving world of social media, two platforms are sparking big debates for small business owners in 2025: Threads and X (formerly known as Twitter).

Both offer unique benefits and challenges. But if you’re a small business looking to focus your efforts and see real results, the question is: where should your energy (and time) go?

Let’s break it down so you can make an informed decision that fits your business goals, your audience, and your content style.

Threads vs. X (Twitter) – Where Should Small Businesses Focus in 2025

1. User Base & Engagement in 2025

Threads Threads, Meta’s text-based app, has grown rapidly in 2025, especially among Gen Z and millennial users. With its close integration with Instagram, Threads makes it easy to grow a following organically if you already have traction on Instagram.

Threads is designed for casual conversations, hot takes, behind-the-scenes updates, and rapid engagement. The vibe? Friendly, less formal, and quick-moving.

X (Twitter) X is now a more polarizing space. While it still has a large user base, the tone is more serious, often leaning toward political and economic discussions. Engagement levels have dropped for some businesses due to algorithm shifts and the platform's emphasis on video and long-form content.

However, X remains strong in industries like tech, news, finance, and B2B.

Verdict: If your audience is young, community-driven, and visual-first, Threads may be more effective. For niche, opinion-led, or industry-specific commentary, X still holds value.

2. Algorithm Behavior & Discoverability

Threads Threads relies on Instagram's ecosystem, which means discovery is partly driven by your activity on IG. It uses a mix of chronological and interest-based sorting, which means you can gain organic reach fast – especially when your followers engage with your posts.

Threads also gives your content more breathing room compared to Instagram, letting you be more text-forward without needing polished visuals every time.

X (Twitter) The X algorithm in 2025 favors premium users and those who create consistent, value-driven content – especially in the form of long posts (yes, tweets can now be longer) and videos.

If you’re not active daily or don't use the platform's full range of features (Spaces, video, subscriptions), discoverability can be tough.

Verdict: Threads is better for quick organic reach and casual conversations. X favors consistency and depth but may require more investment to see returns.

3. Content Strategy Fit

Let’s talk about your content.

Do you thrive on visual storytelling, hot takes, or engaging prompts? Or are you better at deep dives, thought leadership, or sparking debates?

Threads is best for:

• Light storytelling, quick updates, community engagement

• Relatable takes, trending prompts, and IG crossovers

• Brands that don’t want to overthink every post

  
  

X is better suited for:

• Thought leadership and commentary

• News-driven businesses

• Brands that benefit from in-depth conversation and virality

  
  

If you’re unsure where to begin with content planning, try using the SMM STARTER TOOLBOX. It’s packed with templates for strategy, outreach, lead tracking, and even a content calendar tailored for platforms like Threads and X.

Best Hooks for Reels

Need help crafting content that hooks? Our Hooks That Work in 100+ Ways is perfect for writing punchy one-liners that perform across all platforms – Threads included.

4. Aligning with Your Business Goals

Want reach and awareness? Threads is your go-to. Especially if you already use Instagram and want to build on your audience. Casual content performs better, and you don’t need to be a daily news outlet to thrive.

Want to build authority or drive traffic to your website? X is better here. It offers link-friendly posts, SEO visibility, and better support for long-form thought pieces.

Want to build a community? Threads encourages back-and-forth conversations and casual community building. X has lost a bit of that real-time, personal engagement unless you already have a big following.

Verdict: Match your platform with your main goal. For many small businesses, Threads offers a faster payoff. But if your brand benefits from expert-level positioning, don’t count X out.

5. Future Potential in 2025

Threads Meta is pushing Threads hard. Expect better integrations, tools for businesses, and more discoverability features by the end of 2025. The platform is growing and evolving fast, with more brands experimenting with informal content.

X X is leaning heavily into premium, video, and subscription models. If your brand can invest time into high-value content and long-term audience building, it may still deliver strong results.

But for smaller teams with limited bandwidth, X might feel like a heavy lift.

So, Where Should You Focus?

There’s no one-size-fits-all answer.

But here’s a general rule of thumb:

• If you want reach, relatability, and community, go for Threads.

• If you want authority, SEO, and traffic, go for X.

• If you have the team to manage both, use them strategically: Threads for engagement and storytelling, X for content repurposing and thought leadership.

  
  

Want help planning for both? Our Ultimate Guide to Social Media Marketing in 2025 is a great place to start, along with our Content Ideas for Social Media Managers in 2025.

Still unsure which platform is right for your business?

Book a free 30-minute strategy consultation with our founder — and let’s figure it out together.