Threads posts receive more likes than on X for nearly 90% of brands despite them having fewer followers, an analysis says

• Website Planet compared Threads and X posts by 30 companies and tracked the number of likes and replies.
• Despite Threads' struggle to keep users engaged, it seems to be faring better than Twitter for the brands.
• One Reuters post received 6.5-times more likes on Threads despite having over 99% less followers.

The majority of brands are getting more engagement on Threads than X — the platform formerly known as Twitter — despite having less followers, according to an analysis from Website Planet.

It compared the number of likes and comments received by 30 companies on posts which had to be the exact same, or posted simultaneously on Threads and X.

And all but four of the accounts, equivalent to 87%, saw more users interact with the Threads post despite having fewer followers on Meta's platform.

On average, the companies received eight-times more likes on Threads than on X, according to Website Planet's research.

When Threads was launched last month as a competitor to Elon Musk's Twitter, it racked up 100 million users in just five days — beating ChatGPT's time to reach the same milestone.

But Threads has since been struggling to retain interest.

According to Reuters, Mark Zuckerberg told staff that more than half of its users haven't kept using the app, but Meta hopes that adding more features will entice them back.

Yet despite its difficulties, brands could be more encouraged to post on Threads if they're seeing more interactions than with competitors.

News organizations could have a lot to gain from Threads too, and tend to post identical content on both platforms, according to the analysis.

For example, Website Planet's comparison of Reuters posts saw 6.5 times more likes on Threads, even though the account had less than one-hundredth the amount of followers than on X.

Red Bull, which has about 85% less followers on Threads, saw 23-times as many likes on its post — as well as 107 replies compared to seven on X.

McDonald's was one of the companies which fared better on Musk's platform, but even then the gap wasn't much. It only had about 25% fewer likes on Threads while having 2% of the number of followers, according to Website Planet.

X and Meta did not immediately respond to Insider's request for comment.