Threads is becoming increasingly popular among brands, according to research from Sprout Social.

The app, which enables users to engage in and share public conversations, has gained traction as both individuals and businesses explore alternatives to X, formerly Twitter.

Findings from the Q1 2025 Pulse Survey show that 57% of marketers currently post on Threads, with an additional 23% planning to establish a presence on the platform this year.

The study also highlights that 64% of B2C brands are actively using Threads, compared to just 19% of B2B brands.

Meanwhile, 36% of marketers reported that their audience has migrated to Threads or other emerging platforms, including 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.”