When Threads was launched, many people rushed to try it out. It was new. It was from Instagram. And it promised to be the "new alternative to Twitter". What nobody knew was whether it would last. After all, Twitter (now called X) already had a solid base, full of loyal users and constant controversies that grabbed attention.

But after the initial impact, have Threads really caught on among Brazilians? Or is Twitter still going strong, even with all the changes?

In this post, we're going to understand the current scenario. What's more, we'll analyze the behavior of Brazilians on both platforms to find out who is winning this dispute.

How did Threads come about?

Threads was born as a direct response to Twitter. Launched by Meta (the same company as Instagram and Facebook), the app arrived in July 2023 with a simple proposal: to bring back the taste for public, written conversations - without all the noise.

The idea was clear: to use Instagram's user base to drive a new, lighter network, without so many aggressive algorithms and with a focus on text.

And at first, it worked. In less than a week, Threads hit 100 million users. In Brazil, the number of users was one of the highest in the world. Many people migrated out of curiosity, while others wanted to get away from the mess that Twitter had been in since it became "X".

What happened to Twitter?

Since Elon Musk bought Twitter, everything has changed. And not just in name. The network has become a living experiment. Some features have been removed, others added. There have been mass layoffs, changes to the algorithm and even charges for previously free features.

Twitter now prioritizes those who pay. Blue verification became something that was sold, and organic reach became more limited. This displeased many people.

But at the same time, it maintained a loyal audience. The network continued to be the stage for political debates, memes, bullshit and live coverage of events. Nothing has completely replaced the chaotic and direct style that Twitter provides.

What about Brazilians? Where are they most active?

Brazilians are passionate about social media. They use it, comment on it, create content and it goes viral easily. That's why both Twitter and Threads have a place here. But the behavior on each is very different.

In Twitter (X)The public is more divided between groups:

  • Politicians and activists
  • Music, movie and soccer fans
  • People who like bullshit, memes and strong opinions
  • Live coverage (such as reality shows or sporting events)

In Threadsthe climate is different:

  • More light-hearted comments
  • Fewer aggressive discussions
  • Content on routine, curiosities and short reflections
  • Closer connection with those who already follow you on Instagram

While Twitter is still seen as a network "open to chaos", Threads wants to be a "good neighbor" network.

Threads running out of steam?

Yes, a little. After the initial hype, usage dropped. Many creators returned to Twitter. The Threads algorithm took time to refine, and the lack of hashtags, broad searches and trending topics put off those who like to follow everything in real time.

But Meta reacted. It updated the platform, improved the search and began to suggest content more in line with each user's interests. Today, Threads is beginning to show that it doesn't just want to replace Twitter - it wants to build a different experience.

Even so, it lacks something to keep the user engaged for longer. The lack of a "hot topic of the day" makes Threads more passive. You go in, you read... but you don't always come back.

Who is winning in Brazil?

The answer depends on what you consider "winning".

If the number of daily active usersTwitter (X) still leads the way in Brazil. The base it has built up over the years remains firm, especially among those who like to give their opinions or follow discussions in real time.

If it is recent growth and positive engagementThreads has been gaining ground. Many people say they prefer the "energy" of Threads - lighter, without so many haters, without fighting all the time.

Brands, influencers and content creators more focused on lifestyle and education have invested more in Threads. News profiles, acid humor and heavy opinion remain firmly on Twitter.

What's best about each network?

For those who are still in doubt about which network to use more, here's a practical comparison:

Twitter (X)

  • Trending topics in real time
  • Organic reach still good for those who already have an audience
  • Consolidated platform for politics, memes and debates
  • More freedom of opinion (but also more risk of bullshit)

Threads

  • A friendlier environment
  • Less demand for engagement
  • Integration with Instagram facilitates visibility
  • Growth is still in its early stages, which can be an advantage for those who want to stand out early on

Which brands are preferring?

Brands still use Twitter more for viral campaigns, customer service and quick positioning. But Threads has been a growing bet for light and institutional content, without so many risks of exposure.

Fashion, wellness, education and travel companies have liked the Threads format, as they can talk to their audience without so much tension.

Brands that want to go viral with memes or participate in real-time conversations continue to invest in Twitter.

Is it worth investing time in both?

Yes, and this is the best strategy for anyone who creates content or wants online visibility. Each network has a different user profile. The ideal is to adapt the content.

On Twitter, post more often, take advantage of current affairs and be direct.

On Threads, focus on more personal, reflective or creative texts. Use what already works on Instagram and take it there with slightly lighter language.

Whoever manages to understand the climate of the two networks and adapt the content has a lot to gain.

What about the future? Who should stay on?

Twitter has more structure, but also more rejection today. Threads has fewer resources, but more public goodwill.

Meta has the money and power to turn Threads into something much bigger. Twitter, on the other hand, depends directly on Elon Musk's decisions - which creates uncertainty, but also rapid change.

In Brazil, it's more likely that the two networks will coexist for a long time. Each with its own audience, style and function.

The verdict: it's a question of profile

Instead of asking "which network is better?", perhaps the smarter question is: which network makes the most sense to you?

If you like to keep up with what's trending, have a strong opinion and don't mind bullshit, Twitter (X) is still unbeatable.

But if you want something lighter, without pressure and with less toxicity, Threads has everything it takes to be your new digital home.

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March 22nd, 2025