There was a time when X (formerly Twitter) was one of the first platforms I’d recommend to clients.
Quick updates, networking, trending conversations… it was brilliant.
Now? Not so much.
Over the last couple of years I’ve found myself spending less and less time on X, and I’m now encouraging many of my clients to focus their efforts on Threads instead.
X just isn’t the platform it used to be
X has changed dramatically.
The atmosphere feels very different, organic reach is unpredictable, and unless you’re paying for premium features, you’re missing out on data that should really be available to everyone.
As a social media manager, analytics are everything. They’re how I know what’s working, what isn’t and how to improve future content.
On X, getting meaningful insights has become a chore. You either need to pay for Premium or manually work out the performance of individual posts one by one. That’s hardly ideal when you’re managing multiple accounts.
For small businesses, that’s time that could be spent creating better content instead.
Threads feels… social again
One of the biggest reasons I enjoy using Threads is that it actually feels like people want to have conversations.
People reply.
They ask questions.
They join in.
Instead of shouting into the void, your posts have a much better chance of sparking genuine discussion.
I’ve also noticed businesses showing far more personality on Threads. You don’t need polished graphics every day. Sometimes a simple thought, opinion or behind-the-scenes update performs better than a carefully designed post.
That’s refreshing.
Organic reach is still there
One thing I love about Threads is that it still rewards good content.
You don’t need thousands of followers before people start seeing your posts.
If you’re consistent, interesting and authentic, your content can reach far beyond your existing audience. That’s becoming increasingly difficult on many social platforms.
Recent industry data also shows Threads continuing to grow rapidly, with engagement rates outperforming X for many brands.
If your audience is already on Instagram…
…then they’re probably only one tap away from finding you on Threads.
Because the two platforms work so closely together, growing your Threads account can feel much more natural than trying to build a following from scratch elsewhere.
If you’re already creating content for Instagram, adapting some of those ideas for Threads is quick and easy.
Should everyone leave X?
Not necessarily.
If your audience genuinely spends their time there, or you’re in an industry that relies heavily on live news and real-time updates, it may still have a place in your marketing strategy.
But for many of the small businesses I work with, I’d rather invest time where conversations are happening naturally and where businesses still have a real opportunity to grow organically.
My advice?
If you’re still putting all your effort into X because “it’s what you’ve always done”, now’s the time to rethink your strategy.
Threads is growing, engagement is strong, and it feels much more welcoming for businesses that simply want to connect with people.
Social media changes all the time. The businesses that adapt are usually the ones that benefit first.
If you’re not sure where your business should be spending its time, I’d be happy to help. Sometimes a few small changes to your social media strategy can make a much bigger difference than posting more often ever will.