Today, do you get a better engagement rate on Instagram or on Threads?

This article has been written by our Instagram expert who will tell you what are the most efficient strategies in your niche

What's the current average engagement rate on Instagram versus Threads across all account sizes?

Instagram's engagement rates have plummeted to 0.5-1.16% in 2025, while Threads maintains 4.5-6.25% engagement rates.

The stark difference comes from platform maturity and algorithm changes. Instagram's saturated feed means your content competes with millions of posts daily, while Threads' smaller user base creates less competition for attention.

Nano-influencers on Instagram still achieve 3-4% engagement rates, but this drops dramatically as follower counts increase. On Threads, engagement rates remain consistently high regardless of account size, making it particularly attractive for growing accounts.

The algorithm differences explain much of this gap. Instagram prioritizes paid content and established creators, while Threads still rewards organic reach and authentic engagement.

If you're struggling to identify what content works in your niche, we can help you figure it out.

How does the engagement rate differ by niche—like fashion, fitness, education, or tech—on each platform?

Educational content performs best on both platforms, but the gap is smaller on Threads where most niches see similar high engagement.

Niche	Instagram Engagement Rate	Threads Engagement Rate
Education	4.2-9.5% (highest performing niche with tutorial carousels and how-to Reels)	~6% (tips, guides, and actionable threads generate high discussion)
Fashion	1-3% (visual carousels and styling Reels perform best)	~6% (outfit breakdowns with text + image combos excel)
Fitness	1-3% (workout Reels and transformation Stories drive engagement)	5-6% (motivation posts and community challenges work well)
Tech	2-4% (depends heavily on format, tutorials outperform news)	~6% (insightful analysis and breaking news threads spark debates)
Lifestyle	1-2% (saturated niche with heavy competition)	5-6% (personal stories and behind-the-scenes content engage well)
Business	2-3% (B2B content struggles without visual appeal)	6-7% (professional insights and industry discussions thrive)
Food	2-4% (recipe Reels and process videos perform strongly)	5-6% (recipe threads with step-by-step breakdowns work well)

What are the average likes and comments per post on Instagram compared to Threads for small, mid, and large accounts?

Threads delivers more engagement per follower across all account sizes, with smaller accounts seeing the biggest advantage.

Small accounts under 10,000 followers get 25 likes and 1 comment per post on Instagram, compared to 31.4 likes and 4.3 comments on Threads. This represents a 25% increase in likes and 330% increase in comments.

Mid-sized accounts (10k-100k followers) average 244 likes and 10 comments on Instagram daily, while maintaining similar 5-6% engagement rates on Threads. The exact numbers vary, but the pattern holds consistent.

Large accounts (100k+ followers) see 2,451 likes and 30+ comments daily on Instagram, but their engagement rates drop to 1-2%. On Threads, these accounts maintain higher engagement rates despite smaller absolute numbers due to the platform's smaller user base.

The comment-to-like ratio heavily favors Threads, indicating deeper engagement and community building potential rather than passive consumption.

How many fake followers or bots typically interact on each platform, and how does that affect perceived engagement?

Instagram suffers from 10-30% fake followers on larger accounts, while Threads maintains lower bot activity but shows increasing signs of artificial engagement.

Fake followers don't engage with content, artificially deflating engagement rates on Instagram. An account with 100,000 followers might actually reach only 70,000-90,000 real users, making a 1% engagement rate even more concerning.

Threads benefits from being newer, with most bot activity focused on follower inflation rather than fake engagement. However, as the platform grows, bot sophistication increases, and we're seeing early signs of automated commenting and liking.

The bot problem creates a cascading effect on Instagram's algorithm. Low engagement rates from inflated follower counts reduce organic reach, forcing creators into paid promotion cycles. Threads hasn't reached this tipping point yet.

Smart creators audit their follower lists regularly, removing fake accounts to improve their authentic engagement rates and algorithm performance.

What are the typical audience demographics and interests on Instagram versus Threads, and how do they differ in content consumption behavior?

Instagram attracts a younger, visually-focused audience, while Threads skews older and more discussion-oriented.

Instagram's 18-34 age group represents 62% of users with a balanced 50/50 gender split. Users consume content through visual storytelling, shopping discovery, and entertainment. Session behavior focuses on rapid scrolling through feeds, Stories, and Reels.

Threads demographics lean older (25-34 representing 29-36% of users) with a 59-68% male skew. Users engage in text-based discussions, news consumption, and community building. Content consumption involves reading, responding, and sharing thoughtful commentary.

Instagram users expect polished, aspirational content with high production values. Threads users value authenticity, insights, and conversational content over visual perfection.

The behavioral difference impacts content strategy significantly. Instagram rewards consistent posting of varied formats, while Threads rewards quality discussions and community engagement over posting frequency.

Which platform currently drives better conversion when promoting digital products, physical goods, affiliate links, or services?

Instagram excels at converting visual products and impulse purchases, while Threads drives conversions through educational content and high-intent discussions.

Instagram's integrated shopping features, shoppable Stories, and influencer partnerships create seamless purchase paths for physical goods. Reels and Stories drive 28-49% higher conversion rates when combined with user-generated content.

Digital products perform well on both platforms, but differently. Instagram converts through compelling visuals and social proof, while Threads converts through detailed explanations and community recommendations.

Affiliate marketing sees mixed results. Instagram's visual nature suits lifestyle and fashion affiliates, while Threads excels for tech, business tools, and educational products where detailed reviews drive conversions.

Service-based businesses find Threads particularly effective for building authority and trust through thought leadership content, leading to higher-value client conversions despite smaller reach.

Not sure why your posts aren't converting? Let us take a look for you.

What's the full funnel breakdown for both platforms—from impressions to engagement, profile clicks, link clicks, and conversion—on average?

Instagram offers higher impressions but lower conversion rates, while Threads provides concentrated, high-intent traffic with better conversion potential.

Instagram's funnel starts with massive impression potential through Reels and Stories, but engagement rates of 0.5-1.16% create significant drop-off. Profile clicks average 2-5% of engaged users, with link clicks varying widely based on call-to-action strength.

Conversion rates on Instagram typically range 1-3% for e-commerce, higher for influencer-driven campaigns. The sheer volume of impressions compensates for lower percentages, making it viable for scale-focused strategies.

Threads shows compressed but efficient funnels. Lower total impressions due to smaller user base, but 4.5-6.25% engagement rates create more qualified traffic. Profile visits and link clicks show higher intent, though exact analytics remain limited.

Early Threads conversion data suggests users who engage show higher purchase intent, likely due to the platform's discussion-based nature requiring more consideration before engagement.

Where do users spend more time per session: Instagram or Threads, and how does this impact brand visibility?

Instagram users spend 33.1 minutes per day on average, while Threads sessions last only 1-4 minutes but with higher engagement intensity.

Instagram's longer sessions create multiple touchpoints for brand exposure through varied content formats. Users consume content passively, allowing brands to build awareness through repeated exposure across Stories, Reels, and feed posts.

Threads' shorter but focused sessions mean users arrive with specific intent to engage. Brands get fewer opportunities but higher-quality interactions when they do connect with users.

The time difference impacts content strategy fundamentally. Instagram rewards frequent posting across multiple formats to capture users during their extended browsing sessions. Threads rewards strategic posting when your audience is most active and engaged.

For brand visibility, Instagram's extended sessions favor top-of-funnel awareness campaigns, while Threads excels for mid-to-bottom funnel engagement with existing aware audiences.

What type of content formats perform best on Instagram versus Threads—e.g. carousels, memes, reels, text posts?

Instagram favors video content and visual storytelling, while Threads excels with image-text combinations and discussion-starting content.

Format	Instagram Performance	Threads Performance
Video/Reels	Highest performing format, drives maximum reach and engagement	Not supported, platform focuses on static content
Carousels	Excellent for tutorials, before/after, and storytelling sequences	Limited carousel functionality, single images with text work better
Image Posts	Lower reach than video but good for brand consistency	Top performing format, especially with accompanying text explanations
Text Posts	Quote graphics and text overlays on images work well	Pure text performs moderately, text + image combinations excel
Memes	High engagement for entertainment accounts and community building	Excellent performance, especially trending and niche-specific memes
Educational Content	Tutorial Reels and how-to carousels drive strong engagement	Thread-style tips and insights generate high discussion rates
Behind-the-Scenes	Stories format works best for authentic, temporary content	Permanent posts about process and insights perform strongly

What trends changed in 2025 regarding engagement or monetization potential on both platforms?

Instagram's engagement rates hit historic lows due to algorithm changes prioritizing paid content, while Threads stabilized around 5-6% engagement as early adopter advantages level off.

The shift toward vertical video dominance on Instagram accelerated in 2025, with Reels receiving 75% more reach than static posts. Creators adapting to short-form video see better results, while those stuck on static content struggle with visibility.

Monetization trends show Instagram doubling down on creator funds and shopping integrations, but requiring larger follower counts for program access. Threads introduced link previews and improved external linking, making affiliate marketing more viable.

Algorithm transparency decreased on both platforms, making organic growth more challenging and unpredictable. Successful creators focus on audience building and email list growth rather than relying solely on platform algorithms.

Cross-platform content strategies became essential, with creators adapting single ideas across multiple formats to maximize reach and hedge against algorithm changes.

If you feel like your content isn't getting enough engagement, we can help improve that.

What are the clear advantages of using Instagram over Threads today, and vice versa?

Instagram provides massive reach and mature monetization tools, while Threads offers higher engagement rates and less competition for organic visibility.

Instagram's 2+ billion user base creates unmatched discovery potential. The platform's shopping features, advanced analytics, and robust advertising ecosystem make it ideal for businesses seeking scale and revenue generation.

Threads excels in community building and authentic engagement. The platform's conversational nature and higher engagement rates make it perfect for thought leadership, customer service, and building loyal audiences.

Instagram's content variety supports diverse business models from e-commerce to entertainment, while Threads' text-first approach favors service providers, educators, and B2B companies.

For creators, Instagram offers clearer monetization paths through creator funds, brand partnerships, and shopping features. Threads provides better organic reach and community building but fewer direct monetization options.

How should someone decide which platform to prioritize based on their audience, content style, and business goals?

Choose Instagram for visual businesses targeting younger demographics with scale-focused goals, and Threads for discussion-based content targeting engaged professional audiences.

Visual-first businesses like fashion, food, beauty, and lifestyle brands should prioritize Instagram's shopping features and Reels format. The platform's discovery mechanisms and influencer ecosystem support rapid growth and sales conversion.

Service providers, consultants, educators, and B2B companies benefit from Threads' discussion-oriented environment. The platform's higher engagement rates and professional user base create ideal conditions for authority building and lead generation.

Budget considerations matter significantly. Instagram requires content production resources for video creation and potential advertising spend. Threads demands time investment in community engagement and consistent valuable insights sharing.

Hybrid strategies work best for most businesses. Use Instagram for brand awareness and product showcase, while leveraging Threads for customer service, thought leadership, and community building around your expertise.

When in doubt about what to post, we've got your back.

Conclusion

Sources

1. Social Insider Instagram Benchmarks
2. Buffer Average Engagement Rate Guide
3. PopularPays Instagram Engagement Rate 2025
4. Buffer Threads vs Twitter Analysis
5. Stack Influence Threads Brand Marketing
6. Awisee Instagram Engagement Rate Guide
7. Sprout Social Instagram Statistics
8. Hootsuite Average Engagement Rate
9. Neil Patel Twitter vs Instagram Threads
10. Metricool Threads Marketing Guide

Who is the author of this content?

NAPOLIFY

A team specialized in data-driven growth strategies for social media

We offer data-driven, battle-tested approach to growing online profiles, especially on platforms like TikTok, Instagram, and Facebook. Unlike traditional agencies or consultants who often recycle generic advice,we go on the field and we keep analyzing real-world social content—breaking down hundreds of viral posts to identify what formats, hooks, and strategies actually drive engagement, conversions, and growth. If you'd like to learn more about us, you can check our website.

How this content was created 🔎📝

At Napolify, we analyze social media trends and viral content every day. Our team doesn't just observe from a distance—we're actively studying platform-specific patterns, breaking down viral posts, and maintaining a constantly updated database of trends, tactics, and strategies. This hands-on approach allows us to understand what actually drives engagement and growth.

These observations are originally based on what we've learned through analyzing hundreds of viral posts and real-world performance data. But it was not enough. To back them up, we also needed to rely on trusted resources and case studies from major brands.

We prioritize accuracy and authority. Trends lacking solid data or performance metrics were excluded.

Trustworthiness is central to our work. Every source and citation is clearly listed, ensuring transparency. A writing AI-powered tool was used solely to refine readability and engagement.

To make the information accessible, our team designed custom infographics that clarify key points. We hope you will like them! All illustrations and media were created in-house and added manually.