Sprout Social has published new research revealing that Threads is growing as the platform of choice for brands in 2025. Marketers are also ramping up their investment in influencer marketing and are planning to partner with more influencers.
Threads is an app, built by the Instagram team, for sharing text updates and joining public conversations.
Sprout’s Q1 2025 Pulse Survey, based on insights from marketers across the UK, US and Australia, explores how marketers are adapting to the evolving social media landscape in 2025, highlighting:
- The shift to emerging platforms like Threads is well underway – despite traditional social networks still proving popular, brands are increasingly expanding their presence to new platforms:
- Fifty-seven percent of marketers are already posting on Threads, with an additional 23% planning to build a presence in 2025
- B2C brands are leading the shift, with 64% actively posting, compared to 19% of B2B brands. Though 31% of B2B marketers plan to establish a presence going forward
- Fifty-two percent of marketers posting or planning to post on Threads say they will repurpose content from other platforms, while over a quarter (26%) plan to create unique content for the channel.
- Thirty-six percent of marketers say their audience is shifting to emerging platforms like Threads, Bluesky, Lemon8 and Mastodon
- Influencer marketing is more popular than ever – marketers are shifting budgets as creator-led content drives more authentic connections:
- Fifty-nine percent of marketers plan to partner with more influencers in 2025 than in 2024
- Ninety-two percent of marketers say influencer content outperforms organic brand content in reach, while 90% say it drives better engagement
- Sixty-five percent of marketers are highly confident in their ability to prove influencer marketing ROI, with an equal percentage confident their leadership understands the business value
- Sixty-six percent of marketers use influencer partnerships to increase brand awareness, followed by audience engagement (59%) and credibility/trust (55%)
Layla Revis, Vice President of Social, Content and Brand Marketing at Sprout Social, 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.”