In India’s ever-evolving social media landscape, one question has gained momentum: Should brands focus on Threads or X (formerly Twitter) in 2025? As platforms evolve and user behaviour shifts, the right decision lies in understanding both, beyond the hype.
For many Indian brands, the smartest approach in 2025 is not to choose one over the other, but to play to each platform’s strengths. Threads can be used to nurture loyal communities with behind-the-scenes content, brand stories, and interactive conversations. At the same time, X can amplify reach during product launches, live events, or trending moments. This balanced strategy ensures your brand remains both relatable and relevant, no matter where the audience’s attention shifts next.
User Growth and Popularity in India
Threads is seeing rapid adoption across India. With India among the top three most active countries on Threads, brands are noticing increased traction, especially from Gen Z and millennials. While X still holds a loyal user base, especially in news, politics, and influencer circles, Threads is quickly emerging as a fresher space for dialogue and discovery.
The Shift in Platform Experience
While X remains a go-to for trending news and viral moments, Threads is becoming a space for more intentional conversations. Indian users are utilizing Threads for behind-the-scenes posts, community engagement, and casual branding, making it an ideal platform for brands aiming to build authenticity.
Advertising and Brand Opportunities
X offers mature advertising tools, detailed targeting, and proven ROI, especially for established brands. Threads, on the other hand, is still developing its ad ecosystem, but early adopters are gaining organic visibility thanks to the low-noise, high-engagement environment.
What Works Best for Indian Brands?
It all depends on your objective. Threads provides a promising environment for fostering community and trust. X is still a dependable platform if your goals are to reach awareness and ROI-driven campaigns. However, the best course of action in 2025 is to be present on both with customized content for maximum impact.
Strategy Tips for 2025
Start discussions, share behind-the-scenes photos, and participate in comment threads with Threads.
X can be used to tap into trend cycles, join real-time conversations, and establish authority.
Test and adjust—consistency and experimentation are rewarded on both platforms.
Final Verdict
Threads may be new, but it’s growing fast — and in India, it’s catching attention. X remains powerful, especially for virality and news-led campaigns. The smart move? Stop choosing between the two. Start adapting your message to fit both.
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