Social media has always been a powerful tool for creatives looking to market their work, build an audience, and establish their brand. For years, Twitter (now known as X) was the go-to platform for artists, musicians, designers, and content creators to share updates, engage with followers, and even sell their products. However, in 2023, Meta introduced Threads, a direct competitor that aimed to offer a fresh, community-driven alternative to the fast-paced and often chaotic world of X.

Now, creatives face a new challenge: which platform is better for marketing? Is X still the king of real-time engagement, or does Threads offer a better space for relationship-building and brand growth? Let’s dive deep into the impact of Threads vs. Twitter (X) on marketing strategies for creatives.

1. Audience & Engagement: Where Are Your People?

One of the first things to consider when choosing a social media platform is the audience—who is active on each platform, and how do they engage with content?

Twitter (X): The Fast-Paced Public Forum

X has long been a platform driven by public discourse, trending topics, and viral moments. While it started as a microblogging site, it has evolved into a place where influencers, tech professionals, journalists, and thought leaders thrive. However, recent shifts in ownership and policies have led to a divided user base, with some loyalists staying while others migrate elsewhere.

• Strengths: High engagement, real-time conversations, trending topics.
• Weaknesses: Increased pay-to-play dynamics, algorithm changes, and potential audience fragmentation.

Threads: The Instagram-Connected Community

Threads, on the other hand, is built to integrate with Instagram, making it an easy add-on for creatives who already have an established following there. It promotes a more relaxed, conversational style of engagement rather than the rapid-fire debates and viral controversies of X.

• Strengths: Stronger community building, connected to Instagram, algorithm favors meaningful interactions.
• Weaknesses: Poor discoverability, fewer tools for trend-jacking or virality.

Which One is Better for Creatives?

If your marketing strategy relies on real-time discussions and jumping on trends, X is still more powerful. However, if you’re looking for organic engagement and relationship-building, Threads may be the better bet.

2. Content Strategy: What Works Where?

How you create and share content differs between these two platforms. While both support text, images, and videos, their formats and audience expectations vary.

Twitter (X): Trends and Timeliness

X thrives on hot takes, trending hashtags, and viral conversations. Creatives who succeed here often post frequently and engage in real-time discussions.

Best Content for X:

• Quick updates about projects
• Behind-the-scenes threads (pun intended!)
• Hot takes on industry news
• Engaging with trending topics & hashtags

Threads: Storytelling and Community

Threads is designed to be more intimate and conversational, making it great for storytelling and deeper connections. Because it lacks hashtags and trends, content must rely on organic engagement.

Best Content for Threads:

• Personal storytelling
• Casual, behind-the-scenes content
• Community-driven discussions
• Soft-selling your work with engaging narratives

Which One is Better for Creatives?

If your content thrives on fast-paced updates and trends, stick with X. But if you’re looking to build a more engaged audience over time, Threads offers a better long-term strategy.

3. Discoverability & Algorithm: Can New Creators Grow?

If you’re just starting out, which platform gives you the best chance of being discovered?

Twitter (X): Stronger Search & Hashtags

X still offers better discoverability thanks to trending topics, hashtags, and search functionality. While organic reach has declined, creatives can still be found if they post consistently and engage with the right topics.

Threads: Limited Discoverability

Threads lacks hashtags and trending topics, making it difficult for new creators to grow beyond their existing following. However, integration with Instagram helps if you already have an audience there.

Which One is Better for Discoverability?

X wins here—if you’re new and trying to build a following, Twitter (X) still offers more pathways to visibility.

4. Monetization & Business Tools: Can You Make Money?

At the end of the day, creatives need to monetize their work. Which platform offers better business opportunities?

Twitter (X): Ad Revenue & Subscriptions

With X Premium (formerly Twitter Blue), ad revenue sharing, and subscriptions, the platform has direct monetization options for content creators.

Threads: No Monetization (Yet)

Meta has yet to introduce direct monetization options for Threads. While Instagram integration helps with brand collaborations, Threads itself doesn’t offer ad revenue sharing or subscriptions.

Which One is Better for Monetization?

X is the clear winner here. If you want to make money from your posts, Twitter (X) currently has better monetization tools.

5. Brand Perception & Advertising Friendliness

Another critical factor is how brands view each platform. If you’re looking for sponsorship deals, collaborations, or paid partnerships, perception matters.

Twitter (X): Polarizing but Powerful

Due to changes under Elon Musk’s leadership, some brands have pulled ad spending from X. However, the platform still has massive influence, and bold, trend-savvy creators can thrive here.

Threads: A “Brand-Safe” Space

Meta is positioning Threads as a friendlier, safer platform, making it more attractive to big brands looking for partnerships.

Which One is Better for Brand Deals?

If you’re working with edgy, viral content, X might still be your best bet. But if you want big-brand sponsorships, Threads may be the safer option.

Final Verdict: Which Platform Should Creatives Use?

There’s no one-size-fits-all answer. It depends on your marketing goals and brand personality.

Choose Twitter (X) if:

✅ You rely on trending topics and virality. ✅ You want direct monetization options. ✅ Your brand thrives on bold, real-time engagement.

Choose Threads if:

✅ You prefer community-focused, long-term engagement. ✅ You already have a strong Instagram presence. ✅ You’re aiming for brand-safe sponsorships.

Best Strategy? Use Both.

Many creatives are adopting a hybrid approach, using X for visibility & virality and Threads for deeper engagement.

Would you like a tailored marketing strategy for your creative business? Let’s discuss how you can maximize both platforms to grow your brand!