Threads vs X (Twitter) for Music Promotion: Which One Is Better?
It's hard to find those who didn't compare X (Twitter) and Instagram Threads, as these platforms have lots of similarities and are effective for promotion and sharing information. Those who are willing to find new social media platforms to promote music and share their content for new potential listeners may find these options effective. Still, which one is better? The selection depends not only on individual preferences but also on the functional capabilities.
We already discussed the option of using Instagram Threads for music promotion, explaining how platforms work and which you should choose, considering your goals.
Instagram Threads and Twitter: Activity and Audience
Despite the fact that Threads has many similarities with Twitter, this is a completely new platform. In the first quarter of 2025, there were 350 million monthly active users (MAU) on the platform, and it was considered the fastest-growing app ever (100 million users in the first five days). Just to compare, the number of MAU on Twitter in late 2024 was around 396 million.
Both platforms are mostly preferred by younger audiences since they offer a simple format for posting where you can write text, add images and videos, and share links. Moreover, Threads allows you to create a chain of messages, sharing a long read that can't be put in a single message.
The table below represents an advanced comparison of platforms in key metrics.
|
Metric |
Instagram Threads |
Twitter (X) |
|
Monthly Active Users |
~320 million (April 2025) |
~586–650 million (early 2025) |
|
Daily Active Users |
~100 million |
~245–300 million |
|
Engagement Rate |
6.25% (median) |
3.6% (median) |
|
Content Format |
500 characters, image/video posts, threads |
280 characters, image/video posts, threads |
|
Advertising Options |
As of now, ads are not available on the platform |
Extensive ads, $3.14B ad revenue in 2024 |
|
User Demographics |
Younger, Instagram-linked, growing in the EU |
Broader global base; strong in the U.S. and Japan |
|
Strategic Focus |
Community engagement and thoughtful content |
Real-time news, monetization via ads, and AI tools |
Why Is Threads More Advantageous in Music Promotion Compared to X?
In terms of music promotion and active audience engagement, Threads may have a slight advantage over Twitter because of one thing: direct connection with Instagram accounts. You empower your promotion by sharing the same post on two platforms in various formats.
Over time, the Threads app has established itself as a standalone platform that does not depend on Instagram activity. The algorithm mixes content in your feed, offering posts from users you follow, recommended profiles, and accounts your followers engaged with.
Unlike X, Threads does not have a concept of trending topics or tags, which negatively impacts discoverability. You have to search for content manually, using major keywords.
The second reason you should invest in Threads the same way you invest in Instagram is that the audience is not the same. When launched, Threads offered a unique format that empowers storytelling, with a focus on the text. When working with Instagram, you focus on visuals, creating a different strategy with a different approach.
How to Effectively Use Both Platforms for Music Promotion?
The fact that Threads is better than Twitter in several aspects doesn't mean you can't use both. By developing custom promotion plans and managing them, you will have unique content to promote your tracks..
For Threads, storytelling is a must. It should be a combination of visual and textual content to present valuable information for the audience and give context. If you have a long story to tell, create a chain, gradually revealing data.
Selena Gomez remains active on Threads, showing her life updates. Still, her posts get high engagement because she's already a well-known performer, and she does not have a strict posting plan. If you're only starting your path as a musician, make sure you have high activity on the platform. When you get your first followers and establish yourself on Threads, you can change your schedule.
Besides being consistent, it's essential to keep the balance between your career success and personal life. Post content related to both topics, and make sure they receive engagement. Sometimes, when people do not appreciate some types of posts, it makes sense to change the tone or the format (add more visuals, write hooks at the beginning, etc.). Make sure your posts are packed with aesthetic images and videos relevant to the topic. For example, if it's an appreciation post where you thank fans for their support or it's an announcement of your upcoming show, add some live-action pictures or posters so the text will match the visuals. Of course, some artists develop their personal styles, delivering short messages or posting images only. However, if you want to keep your audience interested, combine formats and offer something unique.
For Twitter, first and foremost, pin the most engaging tweets that will draw attention from the beginning. Since X puts limitations on the number of symbols, combine different types of content. Add links and images to give more context or present a bigger material you refer to.
In one of our recent articles, we explained how to use X for music promotion, mentioning key tips and explaining how to build a unique strategy.
Quick Tips for Effective Promotion on Twitter and Treads
To develop an effective promotion strategy with Twitter, use the following methods:
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Join live discussions on trending topics. Push your content inside the music community.
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Make your content discoverable using trending hashtags. You can even develop your personal hashtags.
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Customize your profile, turning it into a personal brand. Work on your tone of voice to sound authentic.
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Post consistently, notifying your audience about recent releases, announcing live events, and engaging with readers.
Use tools for analytics to track results and monitor overall engagement. You’ll understand whether your current strategy is effective or needs improvement.
Instagram Threads is a different beast, and it requires a different approach. To make this platform an effective tool for music promotion, focus on the following:
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Focus on engaging text-rich posts that draw attention from the very beginning. Add clickable links to your tracks from Spotify, Apple Music, and other platforms you post on.
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Do cross-posting to Instagram. Threads is a different platform, but it’s related to Instagram, and you should use it to your advantage.
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Vary multiple types of content for better engagement. Add polls, ask questions to better understand your audience, and share exclusive content.
The sense of using Threads is not only in getting better streaming stats, but building credibility with your audience and making more people know about your music.
Music Promotion With Twitter and Threads: Should You Use Both?
It makes sense to build your music promotion around multiple tools to engage with different audiences and offer something special. With more platforms, you have a larger user base, higher engagement, and, as a result, a higher ROI. Twitter focuses on real-time engagement with responses and retweets, being effective for industry-focused promotion with hashtags and clickable links. Threads is more about posting personal content and building a local community with your fans. It’s about BTS content, life updates, and so on. It’s a good choice to promote your brand.
A solid social media strategy requires solid investments. You have to invest wisely, choosing effective promotion campaigns and establishing social media management. With complex packages from Artist Push, you can push both Threads and Twitter, sharing your music with a diverse user base. These options are affordable and effective, so you can make a significant difference by pushing both platforms simultaneously.
Can Threads be effective for music promotion?
Where do Threads take advantage of X in terms of music promotion?
Why is Twitter so impactful for music promotion?
Is it possible to post music on Threads?
