Newcomer first: Threads, Meta’s version of the app formerly known as Twitter, seems to get better engagement for brands, according to a study by Website Planet.
Across 30 brand accounts, the research team found 87% of brands generated more likes on Threads than on X.
But is it just the novelty effect? Maybe… Threads is slowing down after its mega-start, so it’s likely these engagement rates will also decrease with the drop in app usage.
Not throwing in the towel: Threads is still rolling out new features to increase retention.
- Sending Threads into Instagram DMs.
- Viewing your liked posts in your Settings tab.
- A chronological feed.
And then there’s X: Unlike Threads, which is struggling to keep users active on the platform, X is struggling to attract major advertisers.
That’s why X announced an expansion of its partnership with IAS (Integral Ad Science), and new Sensitivity Settings, which allow brand partners to choose between three levels of sensitivity:
- Relaxed (not available yet).
- Standard.
- Conservative.
Oh, and there’s also Enhanced Blocklist, which creates an automated, industry-standard blocklist designed to help your ads avoid “unsafe” keywords.
Two similar apps, two very different problems to solve. Who will win?
Who knows, but in the end, we hope users and marketers both win by getting a better experience all around.
