A comparative deep dive into platform performance and which channel best suits your values-driven audience.
In 2025, the landscape of social media is more fragmented—and more nuanced—than ever before. For Muslim brands and nonprofits, it’s no longer about just “being present” on every platform. It’s about being intentional with where you invest your time, creativity, and values.
As platforms evolve and audiences shift, three contenders have emerged in the spotlight: Threads, TikTok, and X (formerly Twitter).
But which one truly aligns with the DNA of your Muslim brand? Where will your message resonate without being diluted? Which platform supports growth without sacrificing purpose?
Let’s dive deep and uncover which of these platforms best suits your goals in 2025.
1. Threads: The Quiet Rise of Community-Based Conversations
When Meta launched Threads as a Twitter alternative, it was dismissed by many as “just another app.” Fast forward to 2025, Threads has become a safe haven for communities craving calm, thought-led, and slower-paced digital spaces.
Why Threads Works for Muslim Brands
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Text-first, reflection-driven: Threads encourages conversation, not controversy. Perfect for brands focused on Islamic reflections, thought leadership, and educational content.
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Integrated with Instagram: For brands already active on IG, Threads offers an easy content-sharing ecosystem and follower overlap.
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Less toxicity: Threads, so far, has avoided the chaos of X, making it safer for values-driven voices.
Limitations
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Lower engagement rate: Threads is still growing. You won’t go viral the way you might on TikTok or X.
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Visual content secondary: If your brand thrives on video or design-heavy storytelling, Threads may feel limiting.
Ideal For:
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Islamic educators, scholars, or brands focused on faith-based reminders, tafsir, or personal reflections.
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Nonprofits sharing updates, behind-the-scenes, or community impact in a conversational tone.
2. TikTok: The Pulse of a Generation
There’s no sugar-coating it: TikTok is dominating Gen Z and Gen Alpha attention. In 2025, it continues to set the tone for how trends form, spread, and fade—all in the span of 15–60 seconds.
For Muslim brands, the platform offers a double-edged sword: massive visibility… and potential values misalignment.
Why TikTok Works for Muslim Brands
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Unmatched virality potential: Even small brands can hit millions of views with the right content.
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Visual storytelling: Islamic reminders, hijab tutorials, halal recipes, and Ramadan tips thrive here.
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Authenticity rules: TikTok isn’t about perfection; it’s about being real. That’s great for brands that want to humanize their message.
Limitations
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Platform values vs. brand values: The algorithm often pushes controversial or risqué content, and that’s not always a fit for Muslim-led brands.
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Content churn: TikTok demands constant output. The shelf life of a viral video is short.
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Comment section chaos: Trolls and negativity are common—especially for religious or political content.
Ideal For:
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Brands targeting young Muslims (18–30), including lifestyle, fashion, wellness, and faith.
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Creators sharing bite-sized Islamic wisdom, humor, or behind-the-scenes content.
3. X (formerly Twitter): Still Loud, Still Fast, Still Divisive
X has always been the platform of opinion, outrage, and urgency. In 2025, under Elon Musk’s leadership, X has become even more of a free-speech battleground—making it powerful for exposure, but risky for reputation.
For Muslim brands that are mission-driven and outspoken, X offers a megaphone. But with that megaphone comes noise, heat, and the occasional firestorm.
Why X Works for Muslim Brands
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Real-time discourse: Perfect for brands that engage in socio-political issues or breaking news.
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Intellectual communities: Islamic academia, activists, and journalists are still active here.
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Hashtag movements: Campaigns like #FreePalestine and #Islamophobia trends gain traction fastest on X.
Limitations
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Unfiltered environment: Expect hate comments, misinformation, and bots. You’ll need a strong moderation strategy.
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Declining ad trust: Many brands have pulled ad spend due to content moderation concerns.
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Harder to grow organically: Unless you’re controversial or loud, visibility can be a struggle.
Ideal For:
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Advocacy-based Muslim nonprofits, political commentators, or brands unafraid to speak truth to power.
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Faith-driven voices who actively participate in online activism.
Platform Performance Comparison (2025 Snapshot)
| Feature |
Threads |
TikTok |
X (Twitter) |
| Audience Age |
25–45 |
13–30 |
28–50 |
| Content Style |
Thoughtful, text-first |
Short video, visual-heavy |
Real-time, fast-paced |
| Growth Potential |
Moderate |
High |
Low to Moderate |
| Content Shelf Life |
Long (thread-based) |
Short (days) |
Very short (hours) |
| Troll Risk |
Low |
Moderate |
High |
| Values Alignment |
High |
Depends on content strategy |
Varies, often low |
| Ease of Use |
Easy |
Medium |
Medium |
| Paid Ads ROI |
Low (still developing) |
High (especially for ecom) |
Declining |
| Community Building |
Strong |
Medium |
Weak |
Choosing the Right Platform for Your Muslim Brand
Instead of asking “Which platform is best?” ask “Which platform matches our message, mission, and manpower?”
Here’s how to decide based on your type of brand:
🔹 If you’re a Muslim nonprofit or advocacy group:
Start with Threads for community and thought leadership. Use X for activism and urgency-based campaigns—but tread carefully. Add TikTok only if you have a content-savvy team ready to build storytelling videos that stay true to your values.
🔹 If you’re a faith-inspired fashion or wellness brand:
TikTok is your goldmine. Hijab tutorials, halal skincare routines, or modest outfit reels perform well. Pair this with Threads for deeper brand storytelling and behind-the-scenes updates.
🔹 If you’re a Muslim educator, coach, or scholar:
Threads is your home. It’s built for bite-sized reflections, thoughtful commentary, and authentic conversation. You can use TikTok for visual snippets of your lectures or podcast reels, and X for joining trending discussions if that’s your style.
Pro Tips for Muslim Brands in 2025
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Don’t spread yourself thin. Focus on 1–2 platforms and master them.
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Audit your audience. Are they Gen Z? Millennial parents? Politically active? Choose platforms accordingly.
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Repurpose content wisely. A reminder post on Threads can become a TikTok Reel with visuals. One khutbah clip can be repurposed across all three.
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Stay values-driven, not trend-chasing. Virality that compromises your principles is not worth it.
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Schedule rest. Social media is constant, but your brand deserves digital detoxes too—especially during sacred times like Ramadan or Dhul-Hijjah.
Final Verdict: So, Threads, TikTok, or X?
If you’re short on time, here’s the short answer:
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✅ Go with Threads if you prioritize meaningful, slow-burn conversations and spiritual reflection.
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✅ Go with TikTok if you’re ready to ride the algorithm with authentic, faith-based visuals.
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✅ Use X if your brand thrives on activism, current events, and you have thick skin.
Each platform offers a different type of impact. Choose the one that lets your values shine—not get drowned in the noise.
Conclusion: Go Where Your Message Can Breathe
In the end, the question isn’t just which platform is hottest—it’s which one allows your Muslim brand to be heard without being compromised.
2025 is the year of clarity and intentionality in digital spaces. For Muslim brands, this means not chasing every trend, but instead planting roots in platforms that echo your mission.
Whether it’s a well-written thread, a heartfelt dua on TikTok, or a brave stand on X—your message matters.
So choose your channel with wisdom. And remember: it’s not about where the loudest voices are—it’s about where the right hearts are listening.
