Threads, TikTok, or X (Twitter)—Where Should You Show Up This Summer?

Social media trends change. Your strategy doesn’t have to.

A person is using a cell phone while sitting on a wooden table.

As summer heats up, so does the ever-evolving world of social media. Whether you're running a business, building a brand, or trying to stay connected, you’ve likely noticed some big shifts: TikTok bans looming in certain regions, Meta rolling out changes to Facebook and Instagram, and Threads quietly becoming a player in the digital space. So, where should you be showing up this summer—TikTok, Threads, X (formerly Twitter), or somewhere else entirely?

Let’s break it down.

The TikTok Tipping Point

TikTok continues to dominate with Gen Z and younger Millennials, but it’s not all sunshine and viral dances. As of mid-2025, multiple U.S. states and countries have passed or proposed legislation to restrict or ban the app due to security concerns. For brands relying heavily on TikTok, this creates uncertainty—and a good reason to diversify your social strategy.

Our take: TikTok still offers incredible reach, but it shouldn’t be your only channel. Consider repurposing your short-form video content across Instagram Reels and YouTube Shorts to stay flexible.

Meta’s Moves: Facebook, Instagram & Threads

Meta continues to evolve. Instagram is investing more in AI-driven content recommendations, while Facebook has shifted toward a community-first focus (think Groups and Events). But perhaps the biggest shift? Threads—Meta’s text-based platform that launched as a Twitter alternative—is quietly gaining traction.

Threads is particularly appealing for small businesses and creators who want a conversational platform without the chaos of X.

Threads is worth exploring this summer—especially if your brand relies on storytelling, conversation, or quick updates.

What’s Up with X?

X (formerly Twitter) remains relevant for news, commentary, and real-time trends—but it’s also facing user fatigue and decreased advertiser trust. While it still holds influence in certain industries (media, politics, tech), its role in everyday brand strategy is fading.

Only stay active on X if it’s giving you results. Otherwise, it might be time to shift your energy elsewhere.

So… Where Should You Show Up?

The short answer? Wherever your audience is active and you can show up consistently.

But here’s the long-term strategy:

Focus on what you control—your website.
Social platforms come and go. Algorithms change. Features disappear. But your website? It’s your digital home. It’s where customers learn, buy, book, and trust your brand.
Social media should drive traffic to your website, not replace it.