Threads in 2026: what works to gain visibility
Threads out-engages X in 2026: a 3.6% median engagement rate against 2.5% on X in Buffer’s study of over 52 million posts. With more than 400 million monthly users, Threads has become a real channel, as long as you treat it as a place for conversation, not a billboard.
Key takeaways
- Over 400 million monthly users (January 2026).
- Median engagement: 3.6% on Threads vs 2.5% on X (Buffer).
- Replying to comments: +42% engagement, the strongest effect Buffer measured across all networks.
- Video is the most engaging format (5.55%), but text remains the platform’s core.
- Threads now takes ads: organic remains the best testing ground.
The numbers
Threads in 2026
Rule number one: reply
In Buffer’s study, replying to comments lifts engagement by 42% on Threads, against 30% on LinkedIn, 21% on Instagram and 9.5% on Facebook. It’s by far the network where conversation pays most. A Threads post lives in its replies: follow up, ask questions, quote the best answers.
What works
- Opinions: a clear, reasoned take on your industry gets reactions.
- Open questions: “What tool do you use for…?” drives dozens of replies.
- Behind the scenes: what you’re testing, what failed, what you learned this week.
- Topic tags: one topic per post helps Threads show your content to the right people. See Threads limits.
- Short video, the most engaging format according to Buffer.
What doesn’t work
Copy-pasting your Instagram captions with thirty hashtags. Bare links with no context. Posts published then abandoned without ever replying. Threads isn’t a broadcast channel: it’s a public conversation.
Posting consistently on Threads
Consistency matters: Buffer measures a penalty for accounts that go weeks without posting. Perroly lets you schedule Threads posts ahead, leaving you time to come back and reply to conversations. The full how-to is in our complete Threads guide.
Frequently asked questions
Is Threads more engaging than X?
Yes: Buffer’s study of 52 million posts measures a 3.6% median engagement on Threads against 2.5% on X.
How many users does Threads have in 2026?
Over 400 million monthly users, according to Meta in January 2026.
What is the best format on Threads?
Video has the highest engagement (5.55% according to Buffer), but text posts with an opinion or question remain the platform’s core.
Can you schedule Threads posts?
Yes, with Perroly: write, pick the time, and the post goes out automatically.