- Growing Brand Adoption: 57% of marketers are already using Threads, with another 23% planning to join in 2025.
- B2C Leads the Way: 64% of B2C brands are active on Threads, while only 19% of B2B brands have embraced the platform.
- Shifting Social Landscape: 36% of marketers report their audience has migrated to Threads or other emerging platforms like BlueSky, Lemon8, and Mastodon.
Threads is rapidly gaining popularity among brands as businesses seek alternatives to X, formerly known as Twitter. A recent study by Sprout Social reveals a growing shift toward the platform, particularly among consumer-focused brands looking to engage with audiences in new and dynamic ways.
According to findings from the Q1 2025 Pulse Survey, 57% of marketers are currently active on Threads, with an additional 23% planning to establish a presence by the end of the year. The data suggests a strong adoption rate as businesses explore innovative ways to connect with consumers in the evolving social media landscape.
Business-to-consumer (B2C) brands appear to be leading the charge, with 64% actively using Threads, compared to just 19% of business-to-business (B2B) brands. Meanwhile, 36% of marketers report that their audiences have migrated to Threads and other emerging platforms such as BlueSky, Lemon8, and Mastodon. This shift underscores a broader trend in which companies are diversifying their social media strategies to stay ahead of consumer preferences.
Threads has positioned itself as a platform that prioritizes organic and engaging content, an approach that aligns with changing consumer expectations. The platform’s focus on authentic conversations and interactive experiences could present new opportunities for advertisers looking to create content that resonates with audiences rather than disrupts their online experience.
With marketers increasingly prioritizing platforms that foster community-driven interactions, Threads’ momentum shows no signs of slowing. As businesses continue to explore its potential, the platform may play a pivotal role in shaping the future of brand engagement in the digital age.
