TL;DR Threads is experiencing rapid growth, with 275 million users and a focus on authentic, ad-free engagement. Brands have a unique chance to connect meaningfully with audiences, making Threads feel like a return to early social media’s genuine connections.
Lately, I’ve been spending more time on Threads, and I can honestly say, the experience has been refreshing. For those of us who remember the early days of Twitter—when it felt like an open invitation to connect, learn, and laugh with real people—Threads brings back that feeling. It’s a space where the tone is friendly, real conversations take place, and spam, bots, and divisive politics are virtually absent.
The platform’s setup makes it easy to get started. When you join Threads, you can connect with your Instagram contacts, so you already have a built-in community. I really like that starting with a familiar group of followers gives you a leg up in helping to build momentum from day one on a new platform.
This platform isn’t about heavy advertising or algorithm-driven content. At least, not yet. Instead, it prioritizes genuine engagement. This approach opens up a world of opportunity for brands to build authentic communities without the need for ads and paid boosts. And for companies wanting to stay relevant on social media without worrying about being placed alongside spam or controversial content, Threads offers an effective alternative.
Brands on Threads can create hashtag threads that become go-to conversations, and the hashtag culture here is well organized. Just set up a branded hashtag where people feel invited to join in, learn, and connect—without feeling like they’re being sold to. It’s compelling.
The Power of Organic Engagement
It offers brands flexibility too. You’re not limited to any one format: images, videos, and even plain text can all make an impact. Unlike platforms like TikTok or Instagram, where high production quality video is often the expectation, Threads allows for more straightforward content that tells the story without demanding a lot of overheads. Informative and entertaining posts—especially those with a touch of humour or heart—tend to thrive here, and visuals like images and short videos help boost visibility.
In my view, brands that establish their presence early have a major advantage. The more conversations they foster now, the more familiar they’ll be to users once Meta, inevitably, monetizes the platform.
If the thought of being “early” to a platform is a bit daunting, think about it this way: now is your chance to help shape how your brand is perceived on Threads. I’ve recommended it to a few clients, though they’re understandably cautious about jumping into another new social media channel. However, the numbers are hard to ignore—Threads is growing fast. During Meta’s recent earnings call, the company announced that Threads had reached 275 million users, with an accelerated growth rate that underscores its popular appeal. And because scheduling platforms like Hootsuite and Sprout Social have integrated Threads, keeping your Threads activity consistent alongside your other social media efforts is easier than ever.
If there’s one thing I know, it’s that the social media world can change in a flash. But right now, it feels like a rare opportunity for brands to focus less on ad spends and more on connecting meaningfully with real people. Whether Threads will eventually become “the next Twitter”, time will tell. For now, though, it’s proving that the simple power of conversation can go a long way. And I like that!
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