Should we take this with a grain of salt, or start to believe that Threads is now really carrying its weight? According to a recent Sprout Social Pulse Survey, Threads is apparently driving more engagement than X.

Let’s see what the numbers show:

• Meta’s newest app is up to 320 million active users.
• 53% of marketers surveyed said that they are now posting to Threads.
• A further 23% of marketers surveyed said they will establish a Threads presence this year.
• Threads posts have an engagement rate 73.6% higher than that on X.

Let’s face it, if the numbers are telling the truth, they are hard to ignore. But we are still approaching all stats about Threads with caution. But amidst that caution, perhaps time to start testing out the platform for marketing?