One of the social media platforms that has generated a lot of buzz in the recent past is Meta Threads. Launched in July 2023, it registered 2 million new signups in the first two hours. Within the first five days, it had reached over 100 million new users. Although the platform could not maintain the same growth rate, it remains quite popular, with over 400 million active users as of 2025.  

This means that when creating a social media marketing strategy, you should include Threads among the platforms to build a strong social media presence. However, with the platform still relatively new, it can be challenging to determine what works and what doesn't. Fortunately, this guide will take you through the steps to grow your social media presence on Threads. 

What is Threads?

Threads is an app created by Meta, the mother company of Facebook and Instagram, focusing on conversational posts and replies. Dubbed the replacement for X, it looks, feels, and functions like X. This similarity was intentional, as the platform was developed in response to people becoming frustrated with X after Elon Musk took control of it.

The main difference is that it's a decentralized platform, meaning no central entity controls it. It allows users to be in charge of their privacy settings and to decide how they can create, view, and interact with content on their feed. That means users of Threads have complete autonomy over the kind of content they create and use. 

One of the reasons for the popularity of Threads was its integration with Instagram. However, while Instagram focuses on images and video-based content, Thread focuses on providing users with a text-based forum to remain connected with their followers. Users can create content up to 500 characters long, including photos, carousels, and videos up to five minutes long. Users can also connect their Threads posts in the same way they do on X.   

Why Threads Matter?

While the number of Threads followers isn't as large as Instagram's 2 billion, its growth rate has caught many people’s eyes, especially for a new platform. There are, therefore, good reasons to market on Thread. These include:

• An opportunity to reach a new audience. With over 400 million active users as of 2025, you can grow your brand’s reach on Threads and reach a new Instagram audience.
• Be among the early adopters. If you are already marketing on major social media platforms, you know that brand competition can be fierce. However, with Threads being fairly new, you can establish your presence on the platform before it gets saturated with other brands.
• Opportunity to engage with a new form of content. Instagram focuses more on image and video content, while Threads offers you a chance to connect with a new audience using a new form of content. Consequently, you get an opportunity to explain to your audience, engage with the theme, and offer quips without relying on visuals.

How to Grow Your Brand on Threads

Here are the steps to follow when marketing on Threads:

Create a Threads Account

You can sign up on Threads using your current Instagram account. To do that, follow these steps:

1. Download the Thread app.
2. Use your Instagram credentials to sign in.
3. Create a profile.
4. Set privacy Settings. You can make your account public or private.

Note that even if you don't have an IG account, you can still open a Threads account directly on the app. However, to start posting and interacting, you will need an Instagram account.  Once your account is set up, it will be populated with your Instagram details, such as your profile picture, links, bio, and even your Instagram followers. 

Note that if your Instagram account is verified, you cannot edit the picture on Threads; you can only do so on Instagram. If you choose to make your Threads profile private, you will limit its visibility. Therefore, if you are creating a brand account, you should make your account public. 

After creating an account, you can now focus on tapping into the relevant communities. You make short-form content, share some visual content, and engage in interactive conversation just like on X.

Create Compelling Content

For your content to rank highly in the Threads algorithm, it must have high engagement. This is understandable, given the platform’s conversational design. Therefore, aim to create content that is both thought-provoking and entertaining for your audience.

For instance, if you have a recent article that was popular with readers, you can repurpose it into a multi-post thread in response to an industry trend or breaking down the use of a product or service. You can also create a single post update that provides details on events, releases, and upcoming sales. 

An example of a brand that does this on Threads is Netflix. Remember that some of your posts can be short and humorous, as the platforms also work for short, sweet, and silly posts too.

Understand the Threads Features

If you are new to Threads, take your time to understand its key features. These features can help you navigate the platform and ensure you create engaging, consistent, and more relevant content. Here are the features you need to know:

• A limit of 500 characters. If you are creating text-based posts, you will be limited to 500 characters. Just like on X, you can quote, respond, and recreate content from other creators.
• Account status. These options let you set your Thread status to private or public, giving you more control over your visibility and privacy. Threads accounts created through Instagram are usually verified instantly. If your account is verified, it will have a blue tick, which acts as proof.
• Sharing of stories. Threads feature a dedicated Stories function. To drive engagement, you can also share your Threads stories on Facebook and Instagram.  When you do that with a strong brand theme, you can increase brand awareness and stand out from the competition.
• Community curation. To ensure extra-personalized conversations, you can curate groups of your relevant users and close friends, thereby sparking more personalized conversations. You can also share some targeted content that offers value to your audience and drives engagement.

Determine Your Marketing Goals

When deciding whether to join Threads or another new platform, one factor is how it aligns with your current marketing needs. Instagram Threads can help you achieve different marketing goals, such as:

• Lead generation. If you want to capture leads and guide them to your website, focus on building a community that you can guide to your website.
• Brand awareness.Creating relevant content that solves your audience’s problems and illustrates the value of your product can be an effective way to build brand awareness using digital marketing.
• Customer education. If this is your goal, you can focus on creating different forms of content, such as FAQs, tutorials, and value-packed tips, for potential clients and customers.
• Product launch. You can use Threads to create sneak previews, in-depth announcements, peeks, and countdowns.

The most important thing is to choose what works for your business, audience, and workflows.

Create High-Quality Content

Threads aims to create communities and encourage meaningful conversations among groups with similar interests. By doing that, the platform fosters collaborations. Additionally, users can remove content they don’t want to see from their feeds. Therefore, you want to ensure you create high-quality content that resonates with your audience on the platform. 

Make sure you add a personal tone to your Threads posts to show your persona literally. You can do that by showcasing behind-the-scenes moments, sharing personal anecdotes, and using humor to connect with your audience. Make sure you respond warmly to the comments to build a genuine, relatable connection. Use diverse content types and storytelling to build a loyal community for your brand.

Consider the Threads Formatting

You need to be aware of the type of content you are allowed to post on Threads. These include different post formats such as:

• Conversational posts of up to 500 characters.
• Images.
• Links.
• Photo content.
• GIFs or carousel photos.
• Videos of a maximum of five minutes.
• Hashtags.

When creating your Threads posts, remember to follow these guidelines. You also need to mix a variety of content, such as visuals, text with line breaks, and emojis, to make it easier to read. By mixing up your posts, you can discover what works best for your audience and brand. Remember to maintain consistency in your themes and voice.

Engage with Your Audience

We noted earlier that for Threads to recommend your content, you need to have high engagement. The good news is that Threads offers you the opportunity to start, engage in, and continue public conversations. Users on Threads can engage with your content in different ways, such as: 

• Views
• Likes
• Replies
• Quotes
• Reposts

Therefore, make sure you have a strategy for driving engagement when creating posts. You can use different techniques, such as publishing a funny one-liner that leaves your audience smiling and laughing. It could also be a more direct request for reposts and replies in the form of a call to action (CTAs). You can also create a wide range of interactive content, such as questions, polls, and stickers.

When driving engagement on an Instagram Thread, focus on fostering a sense of community by participating in conversations. Make sure you respond to your content replies, repost other accounts’ threads, and even quote them. When interacting with your audience, stay authentic and use some eye-catching visuals that draw attention.

Measure Your Performance

To ensure that your Threads strategy aligns well with your marketing goal, you need to track the performance. This will also provide insights into whether your Threads strategy is working. A good place to get insights into your Threads account’s performance is the overview, which should show your interactions, views, followers, and top posts.  

You can also leverage third-party tools to view important metrics, including your audience demographics, community growth, and engagement levels, such as likes, impressions, quotes, and reposts. This will also show you which of your content is top-performing. 

Top Tips For Growing Your Thread Following

To hasten your follower growth on Threads, you can use the following tips:

Leverage Your Instagram Following

The good news is that when you first join Threads, you will not be starting with zero followers. After you sign up, your Instagram followers already on Threads will be notified and prompted to follow you. 

This is driven by the strong integration with Instagram and Threads, which also allows cross-posting between the two platforms. To share your Thread posts on Instagram stories, simply tap on the paper plane icon below any thread. The content will appear on a Thread background and will not be posted like your regular Instagram posts.

Take note that when your Instagram followers tap on a thread in Instagram stories, they are automatically directed to the Threads feed. A good idea is to share your Threads on Instagram stories. Ensure that you also inform your followers on other platforms that they can also find you on Threads.

Choose Your Niche

By leaning hard on a niche, you can easily find success on Threads. The good news is that no matter how narrow your niche is, you can find your target audience on Threads. Remember that Thread tags work like topics rather than a filtered search, fostering meaningful conversations. 

Stir Conversations

One of the top engagement signals of your content’s value is the number of comments, since Threads is a real-time conversation app that focuses on generating comments to gain followers. When you do that, the Threads algorithm is more likely to recommend your content. 

Therefore, try to spark conversations by sharing your everyday thoughts. You can ask your followers to contribute or share their opinions. Make sure you also respond to comments in the thread to drive the conversation forward. By replying to a comment, you put yourself ahead of the competition when it comes to community building.

Stay Updated on the Latest News

Just like on X, many people use Threads to share the latest news, which means that the platform prioritizes the latest posts. To get the most out of this, ensure you discuss the latest news that is timely and relevant. It can also help to understand the newest discussion topics so that you can contribute. 

Stay Helpful and Authentic

As noted earlier, building a community on Threads can help you build trust. For your community to trust you, you need to provide content that adds value while remaining authentic. 

Prioritize genuine interactions by responding to comments and messages. You should also share unique behind-the-scenes news rather than focus on overly polished content. Be transparent in your process and avoid overly promotional content or trends that may sound inauthentic. 

Post Consistently

On platforms like Instagram and LinkedIn, you can get away with posting once or twice per week. As a platform that prioritizes fresh content, it can help to post more regularly on  Threads. The more active you are on Threads, the better your chances of success. Posting regularly helps keep your audience engaged, build trust, and foster community.  

Posting regularly helps keep your brand top of mind with your target audience, thereby improving brand credibility. It also points out to the algorithm that you are an active creator on the platform. Therefore, make sure you post at least twice a day. 

Avoid Being Overly Promotional

When recommending content to viewers, Threads prioritizes conversational and authentic content. If you are creating a lot of salesy posts, it will lower your engagement. Therefore, to build trust and connect genuinely with your audience, focus on creating content they want. For instance, why not jump on the latest fun trends instead of posting about your latest product offering? 

But as a brand marketing on Threads, your ultimate goal is always to lead people to your site. So, how do you navigate around it? You can add links to the products you are promoting to the pinned section at the top of your profile, and you can subtly encourage links in your threads.

Create Photo and Text Posts

On most social media platforms, videos remain the most popular form of content for generating engagement and greater reach, but Thread is one of the few platforms that is an exception to this rule. If you look at your Threads Feed, you will realize that videos aren’t given much weight. In fact, some reports suggest that videos receive less engagement on Thread than text-only posts. This is a clear indication that videos don’t have the same reach as texts and images. 

Leverage Trends

One of the most popular forms of content is trending tags and texts, which can be a good choice for reaching a larger audience—but only when done right. Start by finding the trending conversations before adding a unique perspective. For instance, you can report other creators’ content while adding your own thoughts. You can also use questions and polls to make the trends more interactive. 

Make sure you keep posting consistently, engaging with your followers, and promoting the Threads on other platforms. Doing this will enable you to build a community and remain visible. 

Use Coupon Codes and Discounts

People love freebies, which is why promotions and coupon codes remain a timeless way to draw your audience’s attention on any social media platform, including Threads. Therefore, ensure you reward your audience with the latest coupon codes and early-access discounts that aren’t available to the general public.

Discounts and coupon codes will provide your audience with reasons to keep following you and to encourage them to keep checking to ensure that they don’t miss out on the latest deals. If you are using Threads for lead generation, you require them to click a link to your landing page before providing them with access to the sale or code. You can follow up with those who show interest in the product later with sales calls or email marketing.

Influencer Collaboration

Influencer marketing remains one of the best ways of gaining visibility on social media, as it allows you to leverage the audience of another creator with a large following. This is an effective way of reaching your target audience on Threads, but you should collaborate with influencers who align with your brand goals and values. 

Partnering with the right influencer can lead to authentic connections and higher engagement. This can make your brand look more credible when a reputable person endorses it. Since Thread is integrated with Instagram, brands can also leverage the influencer’s followers on the platform.

Avoid Common Mistakes

When you are marketing on a new platform, your content strategy may be prone to mistakes. Therefore, you need to be aware of common mistakes and how to avoid them. These include:

• Using an overly formal tone. Threads is a platform that is both conversational and casual. You don’t have to make your strategy too complicated.
• Not using your brand voice. Ensure the voice you use on Threads aligns with your brand values and voice.
• Not engaging with your audience. After creating posts, don’t sit back and wait for them to engage on their own. Instead, you need to drive conversations and respond to messages to grow your Threads account.
• Keeping your profile private. It can be hard to grow on Threads if you are using a public profile. Make sure your profile is public so that you can get responses from both followers and non-followers.

Conclusion

Threads should be part of your social media marketing strategy, as they enable you to connect with your target audience conversationally. You can also expand your reach because of its integration with Instagram. With a discovery-focused algorithm and text-based formats, you can gain organic growth with the platform. 

Creating content on the platform is also much easier than creating video content, so it should be part of your social media marketing strategy. If you are wondering how to get started with Threads marketing, follow our detailed guide. You can read our guide on optimizing your Threads profile to reflect your brand voice.