Instagram, with its massive user base and diverse content formats, remains the dominant platform for social media marketing. However, Threads offers a unique opportunity for brands to engage with users through text-based content and leverage Instagram's existing advertising infrastructure. The choice between the two depends on the specific marketing goals and target audience.
| Attribute | Threads | |
|---|---|---|
| User base size and demographics | Threads had 275 million monthly active users by the fourth quarter of 2024. Over a third of all Threads users are in the 18-24 age bracket. The majority of Threads users are from India, the UK, Brazil, the US, and Canada. | Over 2 billion monthly active users; Gender distribution is nearly even, with approximately 50.6% male and 49.4% female users globally (U.S.: 55.4% female, 44.6% male); Largest age group globally is 18-24 years (31.7%), followed by 25-34 years (30.6%); Nearly 78.3% of users are under 45 years old; India has the highest number of users (around 413-414 million), followed by the United States (around 171-172 million) and Brazil (around 140 million). |
| Content format and limitations | Posts can be up to 500 characters long and include links, photos, and videos up to 5 minutes in length. You can post up to 10 images in a single thread. Video resolution should be a maximum of 1920 x 1080 pixels, and the accepted file format is MP4. | Supports images, videos, and stories; Video formats: MP4, GIF, and MOV; Video length: Up to 60 seconds; File size limit for videos: 4GB; Stories: 1080 x 1920 pixels (9:16 aspect ratio), up to 15 seconds; Still images: Square: 1080 x 1080 pixels (1:1 ratio), Landscape: 1080 x 566 pixels (1.91:1 ratio), Vertical/Portrait: 1080 x 1350 pixels (4:5 ratio); Reels: 1080 x 1920 pixels, Length can be 15 to 90 seconds. |
| Engagement rate and interaction types | Engagement metrics include likes, quotes, replies, and reposts. High engagement leads to higher visibility. | Prioritizes content with high engagement (likes, comments, shares, saves); Interaction types include likes, comments, shares, saves, and direct messages; Video posts see 49% more engagement than photos. |
| Algorithm transparency and control | An AI system ranks the Threads feed. The algorithm considers user behavior, preferences, and engagement metrics. It prioritizes recent content and balances new and old content. | Prioritizes content based on relevance, engagement, and timeliness; Users can influence their feed by interacting with content and accounts they like. |
| Privacy settings and data security | Users can set their account to public or private. Threads only allows DMs between Threads followers or mutual followers from Instagram who are 18 and older. User data is encrypted in transit, and account password security meets modern standards. | Users can make their accounts private; Options to control who can contact you and restrict story sharing; Users can limit ad tracking and disable location sharing; Two-factor authentication available; Users can manage data sharing and control what appears on their profile by enabling tag and post approvals. |
| Integration with other platforms | Threads is closely linked to Instagram, allowing users to log in using their Instagram accounts. You can easily share a Threads post to your Instagram story. It is also integrated with Meta's advertising network. | Integrates with Facebook and WhatsApp; Tools now support connections with Shopify, WordPress, and CRM systems. |
| Advertising options and targeting | Meta has begun integrating Threads into its advertising network, with image-based placements appearing between posts. You get the same targeting options as Facebook and Instagram, including interest-based audiences, custom audiences, and lookalikes. | Managed through Facebook Ads Manager; Targeting options: location, demographics, interests, and behaviors; Ad types: brand awareness, reach, traffic, app installs, engagement, and video views; Offers saved audiences, custom audiences, and lookalike audiences. |
| Brand building and marketing tools | Brands must rely on organic strategies that build authentic relationships since there are no paid advertising options currently available. | Content creation tools (e.g., Canva, InShot, Adobe Express); Scheduling and publishing tools (e.g., Later, Buffer, Hootsuite); Analytics and insights tools; Hashtag and caption tools. |
| Direct messaging capabilities | Threads has added direct messages (DMs), allowing users to send direct messages to one another. Threads only allows DMs between Threads followers or mutual followers from Instagram who are 18 and older. | Share and exchange text, photos, Reels, and posts privately; Features include message effects, custom reactions, stickers, GIFs, and polls; Vanish mode for disappearing messages; Automatic message translation, scheduled messages, and pinned content. |
| Content discoverability features | Threads uses various signals to determine content visibility. Using relevant hashtags and captions can significantly contribute to a post's visibility. | Explore Page displays content tailored to each user's interests; Hashtags increase content exposure; "Discover Content Together" feature (in testing) to connect users with friends over shared interests. |
| API availability and developer support | Meta opened the Threads API to all developers in June 2024, enabling integration with existing social media management tools. | Offers an API for developers. |
| Reporting and analytics dashboards | Threads Insights for desktop was introduced in August 2024, and Threads Insights for mobile was rolled out to all users in January 2025. The analytics dashboard is accessible to all users, even if they don't have a creator or business account. | Insights provide data on follower trends and content performance; Metrics include views, accounts reached, interactions, and engagement; Third-party tools (e.g., Sprout Social, Iconosquare, SocialPilot) offer in-depth analytics and reporting. |
| Price | Not available | Not available |
| Ratings | overall: Not available, performance: Not available | Not available |