Short-form video still dominates in 2025, with TikTok, Instagram Reels, and YouTube Shorts driving engagement and ad spending.
Threads Vs TikTok: Which Platform Leads Social Media in 2025? As social platforms continue to evolve, 2025 is shaping up to be a battleground between short-form video giants and conversational networks. While TikTok remains a powerhouse, Threads is redefining user engagement and influencing where brands decide to invest, while TikTok updates community, safety guidelines.
It is pertinent to mention that in June 2024, TikTok removed 93.5% of inappropriate content in Pakistan.
TikTok: Still dominant & evolving
TikTok continues to lead the short-form video space. With over 2.05 billion users worldwide, according to Sendible, it remains a key platform for brands, creators, and emerging trends. Its addictive algorithm keeps users engaged, with recent data revealing that average viewing times for casual users have nearly doubled.
In response to changing user habits, TikTok is rolling out new features this year. These include experiments with longer-form content, enhanced monetization options for creators, and improved in-app commerce.
Threads: Building community with monetization potential
Meta’s Threads is quickly gaining traction, particularly through its new Communities feature, which enables users to join interest-based groups focused on topics like books, TV shows, or AI. Earlier this year, Threads opened advertising opportunities to global brands, marking a major step toward monetization and establishing itself as both a social and business platform.
With over 350 million monthly active users, Threads is evolving beyond a microblogging experiment and positioning itself as a serious contender in the social media landscape.
Why these platforms are succeeding
Short-form video still dominates in 2025, with TikTok, Instagram Reels, and YouTube Shorts driving engagement and ad spending. Brands favor this format for its high return on investment, while creators benefit from rapid reach and viral potential through quick, snackable videos.
On the other hand, Threads’ community-first approach fosters deeper connections by focusing on niche interests and meaningful conversations. This strategy contrasts sharply with the traditional endless scroll and provides brands a fresh way to target passionate audiences.
Creator and marketer perspectives
Many content creators now distribute their work across several platforms, balancing TikTok’s vast reach with Threads’ engagement-driven spaces. Consequently, marketers are shifting budgets: although TikTok remains a top destination for ad spend, Meta’s push to monetize Threads has captured growing brand interest.
However, some analysts warn that relying too heavily on algorithm-driven virality might favor short-lived trends over lasting narratives.
Broader implications for social media strategy
Diversifying platform presence is becoming essential. Brands no longer invest exclusively in a single app. Instead, communities could unlock new revenue streams through subscriptions, micro-payments, or premium content offerings.
For creators, building a strong cross-platform presence helps mitigate the risks of algorithm changes and supports more sustainable monetization. Looking ahead, platforms are expected to blend video and conversational formats, breaking down the old barriers of “photo app,” “video app,” or “text app.”
