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 .

THREADS EXPRESSED ITS AMBITION TO MAKE ADS ON PLATFORM AS INTERESTING AS ORGANIC CONTENT .

• 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 .” �

52 Intelligent SME . tech