Threads vs. Instagram: Which Is Better for Brands?

For some brands, Instagram is still the main platform for reach and revenue. Then came Threads. A fast-growing platform for quick ideas, brand voice, and genuine conversation.

You can also use both. Instagram for polished storytelling and conversions side of your brand, and Threads for community, thought leadership, and rapid feedback.

The advantage of Threads is its potential to become a trendsetter with value-based content and even monetize it later. A prospect that is not as easy on Instagram.

In this article, we’ll answer these central questions: Is Threads better than Instagram? Or the other way around?

We’ll also review some of the less-explored ways you can put your brand out there and have leverage over your competitors.

Is Threads More Popular Than Instagram?

Instagram is massive and has matured over time. Meta says it hit 3 billion monthly users in September 2025. That scale gives you reach, ad inventory, and proven formats like Reels, Stories, and carousels.

Threads crossed 400 million monthly users in 2025 and is growing. Keep in mind that Instagram launched on October 6, 2010, while Threads’ release was on July 5, 2023. That gap is 13 years apart.

Here’s another interesting comparison. Instagram reached over 100M MAU in about 28 months after launch (Feb 2013), while Threads hit about 400M MAU roughly two years in (Aug 2025).

This difference in these numbers means that Threads’ is a somewhat faster-growing platform, and early-movers (still) have the upper hand in many niches.

Nevertheless, any platform you choose should be a good fit for your brand. Threads is great for faster conversations, testing your content ideas, and building a public voice without the resource-heavy production.

Threads vs. Instagram in Content Style

Instagram is visual-first with Reels that steal attention from scrollers. Some studies show billions of daily Reel views and higher engagement than photos.

If you sell things that benefit from demo, social proof, or UGC(user-generated content), Reels are a great way to anchor your plan.

Threads, on the other hand, is text-forward with lightweight media. It’s great for hot takes, behind-the-scenes notes, product updates, and quick prompts that spark replies.

In 2024–2025, Meta rolled out native analytics (“Insights”), drafts, and post-scheduling. These features signal a shift toward brand workflows.

Some of these features are in the Threads app while others live in the Meta Ads Manager. And as Erika McInerney, a marketing expert, puts it, “Meta’s Ads Manager is complex and confusing for many small business owners.”

So your best bet for managing your Threads strategy without overcomplicating it is to use a dedicated tool that does the heavy lifting for you. Find out what has worked for others and compare their points to your brand's needs.

Take BlackTwist, for instance. A specialized tool that is designed to make complex workflows simple, with an agile approach to feature modification that lets you adapt to the platform’s demands.

What do its users say about it?

“BlackTwist succeeds because it resists the temptation to become a bloated, all-in-one solution. Instead, it does one thing exceptionally well: making Threads management professional, efficient, and enjoyable.”

This is a part of Thomas Sanlis' review of BlackTwist. Read the full review here.

Does Threads Have Ads Like Instagram?

Instagram ads offer deep targeting, multiple formats, and a direct-response setup. It’s great for lead generation if your audience is visually inclined.

Meta has just launched ads on Threads in 2025. This means you still have much lower ad density (and less annoyed users) and more efficient CPMs while competition is still light.

Take a look at how it compares to other platforms in the following graph:

Based on the recent Meta policies, we can also expect rapid advertising popularity on Threads through 2026.

How do you turn this to your advantage? Learn about advertising on Threads.

You can always keep Instagram as your performance ad core if you are already doing so. However, test Threads ads for reach and conversation-driven campaigns where the creative feels native to the feed.

Commerce and Creator Collabs on Instagram vs. Threads

Instagram is tilting back toward website checkout, and users have been showing mixed reactions to this.

Shops on Instagram still matter for discovery, but conversions will increasingly land on your site.

So you need to plan for on-site UX and tracking that don’t break when platform rules change.

Creator partnerships are getting easier to manage directly in Instagram’s ecosystem via the Creator Marketplace APIs, which have been rolling out. That gives larger brands more structure (briefs, payment flows, approvals).

The bottom line is that Instagram is great as a discovery-to-click engine if you invest in clean product pages and post-click speed.

Threads can perform much better for community and creator-led narratives that build affinity before the sale.

Data, APIs, and Scheduling on Threads vs. Instagram

Instagram already supports native scheduling for posts and Reels via the app and Meta Business Suite. It reduces chaos and keeps cadence steady.

Threads now has an official API. You can publish posts (text, image, video, carousels) and pull insights programmatically. Native scheduling has been tested on the web. Yet, some creators still prefer third-party tools.

To keep your community, you need to stay consistent. The best way to do this is to plan and pre-schedule your posts.

BlackTwist’s editor streamlines this process with the least effort, which you can do even on your phone through the BlackTwist mobile app.

BlackTwist for Threads Scheduling (and Why You Need It)

If you decided Threads should become part of your marketing mix, you need to use a scheduler built for it.

BlackTwist is a Threads-specialized tool with scheduling, a calendar view (drag-and-drop), time-slot queues, multi-account management, and analytics.

Testing different brand personas at once? This platform lets you manage multiple accounts in one place and is built specifically for how people post and engage on Threads.

What most brands like about this tool is:

Scheduling and calendar: Set ideal time slots once, then drag-and-drop to reshuffle launches in seconds. This means consistency without the usual posting confusion.

Instant publishing: It sends your threads live in near-real-time so your content strategy stays rock solid, even during high-pressure drops.

Analytics for creating your iteration loops: Track the metrics that matter on Threads, export CSVs, spot topic/format/timing patterns, and one-click repurpose winners into fresh drafts.

Carousel Generator tool: Turn teach-by-doing threads into swipeable summaries that boost saves and completion.

Multi-account control: Connect personal and brand profiles in one dashboard and switch fast with clear account context to avoid misposts.

AI Threads Bio Generator: Craft a memorable and conversion-ready bio in seconds to test and find what can increase your profile-to-follow rates.

Do You Need a Threads Scheduling Tool?

BlackTwist is great for personal brand creators, startups, and agencies that post daily on Threads and want structure without a ton of features they never use.

If you’re heavy on Instagram too, keep using Meta Business Suite for IG scheduling and analytics, and run BlackTwist for Threads so each channel plays to its strengths.

Related Reading

• Best Threads Accounts to Follow
• Can You Post Videos on Threads
• Top Threads App Statistics of 2025
• Threads vs. Instagram vs. Twitter
• Using Threads for Business Growth

Final Takeaways

Your competitive edge isn’t in picking one platform. You need to be operating a clean system with editorial pillars, weekly batching, disciplined scheduling, and fast community replies. Of course, respecting the users’ expectations from the platform is a must.

In a nutshell, there’s no clear-cut winner here. You should essentially use:

• Instagram for scale, ads, creators, and conversion.
• Threads for speed, brand voice, and conversation.

And most importantly, have a system that supports your Threads strategy. This includes using the right tools for each platform. Tools that reduce your busywork, speed up your posting, and make it painfully obvious what to publish next.

Sign up for your free BlackTwist account now.