The battle for users’ attention is heating up in social media. Earlier this week, Mark Zuckerberg’s Meta Platforms Inc (NASDAQ:META) launched Threads — a platform eerily similar to Elon Musk's Twitter — which boasts itself as a text-centric answer to Instagram.
How is Threads engagement doing as compared to Twitter? WebsitePlanet, a content portal for business individuals looking to build or improve an online presence, aggregated data from 30 brands, each with an active presence on both Twitter and Threads to determine which is the early winner in terms of engagement.
WebsitePlanet focused on companies that sent out identical posts on both platforms and different ones published at the same time. The performance of each post was evaluated based on key metrics including followers, likes and replies.
Here’s where it gets interesting: Despite its July 5 launch, Threads already grabbed eyeballs and followers, albeit not as many as its veteran rival, Twitter.
The novelty factor seems to be in Threads’ favor, as even with only 10 of the 30 analyzed brands tailoring unique content for it, they all received significantly higher engagement than on Twitter, regardless of whether the posts were identical.
It’s still the early days for Threads, and it’s got quite the task ahead to keep up this promising start. But if Zuckerberg's recent accomplishments are anything to go by — namely the Metaverse — Threads might be up for the challenge.
Read Next: Benzinga’s Stock Whisper Index: 5 Tickers Investors Secretly Monitor But Don’t Talk About… Yet
Photo: Shutterstock
© 2026 Benzinga.com. Benzinga does not provide investment advice. All rights reserved.
To add Benzinga News as your preferred source on Google, click here.
