Posted by After generating internet buzz and amassing 30 million downloads in less than 24 hours, brands are still evaluating whether Threads is worth the investment. Threads’s active user rate has been criticized months after its launch and has left brands skeptical about marketing on the platform.
But what if I told you about the opportunities available on Meta’s Threads?
I spent 2 months on Threads to understand how the platform works. During this period, I uncovered how brands are leveraging Threads and the methods they employ. Despite the criticism, some brands have achieved success on Threads in terms of engagement and reach. Notable examples include Microsoft, Wendy’s, and Canva.
In social media marketing, selecting a new social platform can be a challenge. Based on my observations of Threads, we will explore core reasons why Threads should be considered for marketing and how to begin your journey on the platform.
Does anyone still use Threads?
One of the frequently asked questions by brands and marketers is “Does anyone still use Threads?”. The answer is yes. Despite the decline in daily active users, creators, brands, and influencers continue to make use of Threads.
Did you know Threads saw 32 million new downloads since the beginning of August 2023? It ranked from #32 in the US App Store to #2 within two weeks. However, its competitor X (formerly Twitter) had only 15 million downloads in the same period.
According to research by IZEA, 54% of influencers have posted sponsored content on Threads. In short, influencers won’t promote or sell to an empty room — they require a full audience. Threads may never replace X, but it has the potential to evolve into an independent social platform with its unique user base over time.
Why you should consider Threads for your social media strategy
Below are four reasons why you should consider Threads as a social marketing channel
1. Potential For Brand Growth
Threads have gained over 100 million users in just one year, indicating a demand for an alternative to Twitter. Adam Mosseri, Head Of Instagram, revealed new features coming to Threads, some of which will benefit brands and individuals. For instance, branded content tools will soon be available on Threads (source). This will enable brands to participate in paid promotions and partnerships while advertising is unavailable. Instagram is also collaborating with creators to learn how to revive interest in the platform. In essence, Threads is on a speed to growth with updates for individuals and brands.
2. Channel Diversification
Threads is identified for engaging new and warm audiences. Major brands like Canva have found success on Threads, with their follower count growing from 136k in August 2023 to 205k in October 2023. HubSpot has also seen success, growing to 60,000 followers. Microsoft uses Threads to build a community while promoting its products. These brands demonstrate that Threads is worth exploring for channel diversification. Why not give it a shot?
3. More Reach With Instagram
Affiliated with Instagram, your Threads posts can gain more reach. Instagram now features a carousel displaying Threads content on the Instagram feed. Additionally, you can easily share your Threads content directly to your Instagram story, feed, and DMs. This will allow Threads posts to be seen by a wider audience on Instagram, boosting reach. The better your Threads content shared on Instagram, the more reach for your brand.
4. Community Building
Brands are leveraging Threads to build community and initiate conversations. Canva, for instance, uses Threads to engage with its target users, spark conversations, and create a sense of community. Casey Betts, Senior Social Media Manager at the Whitney Museum of American Art shared in an interview how Threads helps the museum share their collections, spark up conversations, and create a community around artists and other museums. Building a community around your brand on Threads is an early step to gaining momentum as the platform grows.
5 Brands across various industries that are excelling on Threads
Below are 5 brands excelling on Threads, across eCommerce, SaaS, consumer, B2B, and lifestyle, and how they utilize the platform:
1. SaaS- Canva
The design software company has grown its audience from 135k in August to 205k in October on Threads. Canva uses Threads to share product updates, engage in conversations with its target audience, and build community.
2. eCommerce — NYX cosmetics
NYX Cosmetics, a professional makeup company, has 659k followers on Threads and actively engages with its audience. NYX Cosmetics uses Threads for product feedback, discussions with make-up artists, and sharing ideas.
3. Consumer — Wendy’s
Wendy’s is a fast food brand known for its strong brand voice. The brand voice reflects strongly on their Threads account, where they share relatable memes around their products.
4. Lifestyle — Lululemon
With 317k followers on Threads, Lululemon, a lifestyle and apparel brand showcases its community-driven marketing. The brand is known for its community strategy and displays on its Threads. Lululemon shares lifestyle tips, product tips, and mindfulness content that sparks conversations.
5. B2B — Shopify
Shopify has grown its following to 121k on Threads by repurposing its Instagram content on Threads. The brand shares relatable content, product updates, and resources for entrepreneurs.
How to get started with Threads for your social media strategy
You’ve read till this point, and it’s clear Threads have got your attention and you are convinced. Here are 6 steps to help you get started with Threads today:
1. Define goals and objectives
Start by defining what you’d like to achieve with Threads in the first 6 months, especially at its early stage. Your objectives should outline how you’ll use Threads to meet your brand and marketing goals. While you might have multiple goals, it is advisable to keep your goals simple, at least until more advanced features become available.
Some goals to consider for your Threads strategy:
- Generate more reach
- Increase community engagement
- Build a community
- Increase product awareness
- Showcase brand identity and personality
2. Study your competitors
Get insights from your top competitors who are active on Threads. Analyze the content they create, how they engage with their audience, and how drive the attention off the platform. This will give you a foundation on how to begin on the platform, rather than starting with a blank page.
3. Create a simple content strategy
Develop a simple content strategy based on insights from competitors and your marketing goals. Be mindful to avoid overly ‘salesy’ content, as the platform is not yet known for advertisement. Currently, the nature of the platform creates room for only brand awareness and community building, so trying hard to sell may not work. Some tactics to include in your Threads strategy:
- Share engaging and conversational content
- Share short video content (as in reels) on Threads
- Restyle X (Twitter) strategies for Threads
- Repurpose top-performing X posts on Threads
- Share Threads post on Instagram feed
4. Define your engagement strategy
Engaging with others’ content is needed to boost your reach. Given it’s a conversational platform, it is essential to have an engagement strategy that envelops how you connect with your target audience and brands within your industry. Consider an engagement strategy that:
- Promotes your product in an engaging way
- Share more ideas in conversations
- Sparks more conversations
5. Take part in conversations and communities
Threads is a platform that inspires conversations and community. Brands and creators use Threads to share thoughts and ideas, and drive engagement. To succeed, you need to be a part of the dialogue. Create conversational content and participate in conversations to build a community on Threads. You can achieve this by:
- Sharing ideas on trends to create conversations
- Contributing to conversations within your audience
- Creating content that builds community
6. Be consistent
Above all, consistency is key in driving results. Consider posting 6–7 weekly posts for a start, to measure consistency. I advise publishing at least 4–5 days and 2 posts per day to gain momentum.
Additionally, invite your audience from other social platforms to follow you on Threads. Share your top-performing Threads posts across other platforms, and encourage your audience to join in.
Wrapping Up — What To Take Home
Thread’s fluctuating active user ratio doesn’t discourage brands from diving in. Major brands like Microsoft, Canva, HubSpot, and Shopify have found value in the platform, using it for community engagement, expanding reach, and sharing product updates. Threads have the potential for brand growth and can be considered an additional social marketing channel. To start, create a simple content and engagement strategy. Remember that conversations are the heart of Threads, be part of it.