Which Social Media Platform is Best for Your Business?

Written By Alicia Vial

This week we are diving into a hot topic facing businesses right now: Which platform is better for your business – X (formerly Twitter) or Threads? Both are battling for attention in 2025, but they serve very different purposes. So how do you know where to spend your time, energy and content budget?

Let’s start with the basics – what is the current state of X and Threads in 2025? X has evolved a lot since the rebrand from Twitter. It is still a major platform for real-time news and political discourse, but it’s become more niche and polarizing. Threads, on the other hand, is Meta’s response – it is still growing rapidly and designed to be more positive and brand-friendly. Many businesses are using it to build a community in a less chaotic space.

Since they are similar platforms, yet have shown different purposes – how can you decide which one is worth their time? Start by asking the question – Where is my audience? If you’re in media, politics or entertainment, X may still be essential. But if your audience values lifestyle, culture or community building – Threads may offer better engagement. You don’t have to be on everything – you should be intentional with your platform choices.

On X, short-form commentary, breaking news and opinion pieces still perform well. Threads rewards casual conversation, behind-the-scenes moments and personality driven posts. Think of Threads as Instagram’s little sibling with more text.

Consumer brands, nonprofits, lifestyle companies and service-based companies can perform well on Threads. It is a great place to showcase brand voice without feeling like you’re part of the chaos. Meanwhile, X might still be necessary for news outlets, government entities and thought leaders who need immediacy.

The biggest mistake you can make is repurposing the same exact content across platforms. Each platform has its own tone and audience expectations. Another is being spread too thin. Being active on too many channels without a strategy is not smart. It is better to do a few things well than everything halfway.

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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Social Media for Thought Leadership