X (formerly Twitter) vs. Threads: What brands need to know [data]

Source: hubspot

We’re past the hype cycle and deep into the experimentation phase of social media’s most recent rivalry: X vs. Threads. X, formerly known as Twitter, has dramatically changed over the past few years — from leadership shakeups to shifting content policies. Yet, it remains the go-to platform for real-time commentary, breaking news, and cultural chaos.

Threads is carving out a quieter space: A more curated, community-driven alternative where brands can engage in authentic dialogue without the pressure to go viral.