In 2025, social media is seeing a fierce competition between short-form video platforms and conversational networks. TikTok continues to dominate, while Threads is quickly emerging as a strong contender.
TikTok: Strong Reach and Innovation
TikTok remains the leader in short-form video, with over 2.05 billion users globally, according to Sendible. Its algorithm keeps users engaged, with average viewing times nearly doubling for casual users.
The platform is also testing longer-form content, in-app commerce, and enhanced creator monetization. Brands still see TikTok as a top platform for advertising and reaching new audiences quickly.
Threads: Building Community and Monetization
Meta’s Threads is gaining popularity, especially through its Communities feature. Users can now join groups based on shared interests like books, AI, and TV shows.
Threads recently opened advertising to global brands, moving closer to monetization. With over 350 million monthly active users, Threads is becoming more than a microblog—it’s now a serious social media platform.
Why These Platforms Are Succeeding
Short-form video remains highly popular, with TikTok, Instagram Reels, and YouTube Shorts leading engagement. Brands benefit from fast reach, and creators enjoy viral growth potential.
Threads’ community-focused model allows deeper engagement, helping brands target niche audiences effectively. This approach balances the scroll-driven short-form content model with meaningful interactions.
Impact on Social Media Strategy
Content creators are increasingly diversifying across platforms, balancing TikTok’s reach with Threads’ engagement. Marketers are reallocating budgets, exploring new opportunities while maintaining traditional ad spend.
Platform diversification is now essential. Social media in 2025 may blend video and conversation formats, challenging older distinctions between photo apps, video apps, and text-based networks.
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