Threads is gaining popularity with brands, according to research by the social media management tool Sprout Social.
The Instagram-owned app, which allows users to view and share public conversations, has gained prominence as individuals and businesses seek an alternative to X, formerly Twitter.
The Q1 2025 Pulse Survey, which was published today (5 February), revealed 57% of marketers now post on Threads, with an additional 23% reporting that they plan to build a presence on the platform this year.
According to the Sprout Social study, 64% of B2C brands actively post on the platform, compared to 19% of B2B brands. While 36% of marketers reported their audience has shifted to Threads or other emerging platforms such as BlueSky, Lemon8 and Mastodon.
Layla Revis, Sprout Social’s vice president of social, content and brand marketing, said: “Threads expressed its ambition to make ads on platform as interesting as organic content. This is exactly what today’s consumers want: content that feels authentic, original, and tailored to their online experience.
“If Threads can help brands deliver on this vision, it has the potential to create a genuinely unique and successful environment for advertisers. We’ve seen that when brands create ads that are relevant and entertaining, they aren’t just tolerated, they’re embraced. It’s the same reason influencer marketing is on the rise, with both offering a more candid, relatable way into brand content.”
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
The research also showed that 52% of respondents plan to repurpose content from other platforms, while 26% said they would create unique content for the platform.
It also highlighted that 59% of marketers plan to collaborate with more influencers in 2025. Furthermore, 92% of marketers reported that influencer content outperforms organic content in reach and 90% reported it drives better engagement.
According to the study, 65% of respondents highlighted that they were confident in their abilities to prove influencer marketing return on investment.
