From my personal experience, people are more likely to read and share threads for a number of reasons:

* They don't have to go off platform.

* the base tweet can be much more eye catching that a link, even with social cards set up

* People may be desensitised to links that lead off-platform, because that's how Ads generally appear on Twitter

Then there are other advantages, like the fact that it tends to encourage you to write in a concise and direct way, with each tweet in the thread being like a bullet point. I often see people retweeting and engaging with a specific tweet from the thread; it's harder (relative term) to do that with a section from a blog post.

I never said that threads are better than blog posts. It's a different format and provides its advantages.

- First of all, threads are often long-living i.e., authors update it over time. It allows them to surface the content every time they update it.

- Secondly, often every tweet's a self-containing idea. Blog posts usually are worried and need more time to grasp.

- Also, it's not only easy to consume but also to share.

I like, write and consume both Twitter threads and blog posts.

I think it's primarily because you put actual content right in front of them, increasing the chances of them getting hooked by quite a bit. Before your blog post has any chance of hooking people, they have to first take the plunge of clicking on it. Threads eliminate that friction.