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Threads vs. Twitter: How do they compare?

Updated: Dec 13, 2023

Threads and Twitter share similarities as text-based conversation apps, but they differ in several key features. Here's a side-by-side comparison of what each app offers:


  • Post Length: Up to 500 characters

  • Links, Photos, and Videos: Supported. (Up to 10 photos or one video of up to 5 minutes)

  • Verification: Available

  • Editing Posts: Not allowed

  • Direct Messaging: Not available

  • Trending Stories and Hashtags: Not available

  • Limits on daily posts: Not applicable 


  • Post Length: Up to 280 characters (except for premium subscribers)

  • Links, Photos, and Videos: Supported. (Up to 4 photos or one video of up to 140 seconds long. Premium accounts can upload videos of up to 2 hours.

  • Verification: Not available (except for premium subscribers)

  • Editing Posts: Not allowed (except for premium subscribers)

  • Direct Messaging: Available

  • Trending Stories and Hashtags: Available

  • Limits on daily posts: Applied to non-subscribers of Twitter Blue 

When a brand is deciding whether to join Threads app or Twitter, there are several factors to consider. Both platforms have their own strengths and weaknesses, and the right choice depends on the brand's goals, target audience, and content strategy. Here are some considerations for each platform:


1. Audience Size and Demographics:

- Twitter has a larger user base compared to Threads app. Consider the demographics of each platform and whether your target audience is more active on Twitter.

2. Content Format:

- Twitter is known for its short-form content, with a character limit for each tweet. If your brand's messaging is concise and impactful, Twitter might be a better fit.

3. Engagement and Interaction:

- Twitter is highly interactive, with features like retweets, likes, and replies. Brands can engage directly with their audience and participate in trending conversations.

4. Trending Topics:

- Brands can leverage trending topics on Twitter to increase visibility and join conversations relevant to their industry.

5. Analytics and Metrics:

- Twitter provides robust analytics tools to track the performance of tweets and audience engagement. Brands can use these insights to refine their strategies.


1. Exclusive Content:

- Threads is designed for sharing and consuming long-form content. If your brand's messaging requires more detailed explanations or storytelling, Threads may be a better fit.

2. Audience Engagement:

- Threads allows for threaded conversations, enabling deeper engagement with users. Brands can create comprehensive narratives and engage in more extended discussions.

3. Community Building:

- Threads emphasizes building communities around content. If your brand wants to foster a sense of community and encourage discussions among followers, Threads may be a good option.

4. User Experience:

- Consider the user experience on Threads and whether it aligns with your brand's aesthetic and communication style.

5. Algorithm and Visibility:

- Understand how content is prioritized and displayed on Threads compared to Twitter, as this can impact the visibility of your brand's posts.

General Considerations:

1. Brand Identity:

- Evaluate which platform aligns better with your brand's identity, tone, and values.

2. Goals and Objectives:

- Clearly define your brand's goals and objectives for social media. Whether it's brand awareness, customer engagement, or lead generation, choose the platform that best aligns with these goals.

3. Resource Allocation:

- Consider the resources required to maintain an active presence on each platform, including content creation, community management, and analytics.

4. Monitoring and Moderation:

- Determine the level of monitoring and moderation needed for user-generated content on each platform.

5. Competitor Analysis:

- Analyze where your competitors are present and how they are engaging with their audience on each platform.

Ultimately, the decision should be based on a thorough analysis of these factors and how well they align with your brand's overall strategy and objectives. It's also worth noting that maintaining a presence on both platforms may be a viable strategy depending on your resources and target audience.

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