Do you prefer using micro-blogging and real-time discussions to connect with your audience? Then Instagram’s text-based app Threads might be the perfect platform to amplify your brand’s voice and engage with your community in meaningful ways. Primarily known as Meta’s answer to X, Threads is fast becoming a powerful player in the social media landscape.
Though it launched in July 2023 and has far fewer monthly users than Instagram’s 3 billion, Threads is rapidly becoming a major social media channel. Now boasting 141.5 million daily active iOS and Android users worldwide as of January 7th - surpassing its main competitor X’s 125 million users - it’s a great time to think about adding Threads to your digital marketing mix.
If you already have an Instagram account, setting up Threads is simple - all your Instagram profile details transfer automatically. With 51% of Threads users active on Instagram, the connection between platforms is built into user behavior, giving creators opportunities to repurpose content and grow both audiences simultaneously.
Why you should market your brand on Threads
Creating Threads content is simple and less time-consuming in comparison to other social media platforms. It enables you to expand your Instagram strategy and increase your reach beyond your typical Instagram audience.
Using this app also allows you to establish your brand identity. Threads is where conversations happen in real time, allowing you to connect with other users and join exchanges about topics you care about. The platform allows you to adopt a more casual, conversational tone than other social media channels.
The largest segment of Threads users falls within the 25 to 34 age range (28.75%), with 18 to 24-year-olds making up 20.36% and 35 to 44-year-olds accounting for 19.15% of the user base. What makes Threads stand out from other social media platforms is that more than half of Threads users (57.85%) are male, meaning it has a less even gender split. This could be because many X users moved over when Threads first launched, though we might see this balance change as the platform continues to grow and evolve.
Tip 1: Set up your profile
The great thing about Threads is that it is automatically linked to your Instagram profile and allows your followers to find you easily. Set up your profile by adding a photo and bio - you can auto-fill this with your Instagram profile information to save time. Having a different profile picture, bio, or link on Threads won’t affect your Instagram profile, and you can edit your Threads profile any time.
Additionally, you can add topics or communities that you’re interested in to your profile. If you have a verified Instagram account, which is recommended if you are running a business, your verification badge will also be displayed on your Threads profile.
To create a Threads profile, use your Instagram account - your profile will be managed by your Instagram, and your details will automatically carry over to Threads. Your Instagram information will be used to personalize your experience and recommendations. You can also just sign up to Threads using your email or mobile number.
Tip 2: Create a Threads content strategy
Threads offers a unique opportunity to engage your audience through text-focused conversations rather than purely image-heavy content. Whether you’re already on X or completely new to micro-blogging, Threads provides a fresh way to authentically share your brand’s voice and participate in real-time discussions.
Before you start posting, take time to define clear, measurable goals for your Threads presence. Are you trying to grow a community around your brand? Drive users to your website/product page or landing page to boost conversions? Networking and connecting with other brands? Whatever your goals are, they will shape everything from the type of content you post to how you measure success.
The content you create on Threads should also cater to your target audience’s preferences. Lean into experimentation, and keep an eye on upcoming platform updates to help guide you. Mix up your content formats, explore different topics, and adjust your approach as you learn what clicks.
Some Threads content idea examples include:
- Quick updates
- Funny stories
- Tips and tutorials
- Fun facts
- Product / service promotions
- Announcements
- Share an opinion / start a debate with a poll
You can create posts up to 500 characters long on Threads, and conversations can even take the form of multi-post threads breaking down a topic, trend or product/service. Visuals in particular play a huge role - feel free to add links, photos, carousels, GIFs, hashtags, or videos up to 5 minutes - whatever works best for your message. Additionally, Threads has started experimenting with animated stickers for posts.
While Threads markets itself as a text-first platform, Buffer found that posts with images actually drive the highest engagement - generating approximately 0.6% more interaction than videos, 37% more than link posts, and 60% more than text-only posts. Including brand-relevant visuals will make your posts feel more dynamic and refreshing, and help you stand out from other content creators.
How Threads uses AI for optimal user experience
The Threads feed utilises an AI system rather than an algorithm, with sophisticated models that determine what content to show you based on several factors. The AI system gathers public posts from Threads and people you follow, examines what content and accounts you’ve liked and engaged with before, and then shows you content it thinks you’ll enjoy most.
This personalized approach means your feed becomes increasingly tailored to your interests over time, and continuously adapts to ensure you’re seeing the most relevant and engaging Threads content possible.
Tip 3: Engage with your audience
Threads is a platform largely driven by community. Now that Threads includes dedicated group discussion communities similar to the communities option on X. You’ll find over 200 topics for interests and hobbies to explore and join in the app, so there’s something for everyone. Some examples of these Threads communities include History, Design, Cars, Parenting, and Cycling, and Meta is even rolling out test updates designed specifically for community members, such as community champion badges and flair labels.
When it comes to timing your posts for maximum impact, research by Buffer suggests that Wednesday at 7 AM tends to get the best engagement on Threads. You’ll also most likely see results during weekday mornings from 7–9 AM, especially Tuesday through Friday. Reply to comments on your posts and interact with other content creators in your niche to boost your visibility.
Quick FAQ
What is Threads?
Threads is Meta’s micro-blogging platform that launched in July 2023, with over 141 million daily active users. It integrates seamlessly with Instagram and focuses on text-based, real-time conversations.
Why should my business be on Threads?
Threads offers less competition than established platforms, connects directly with Instagram’s audience (51% of Threads users are also on Instagram), and provides opportunities for authentic, conversational brand engagement with a growing user base.
Is Threads worth it for my business?
If your audience values real-time conversations and community engagement, Threads is a great addition to your marketing mix. With over 141 million daily active users, it’s rapidly growing and offers less competition than more established platforms.
What type of content performs best on Threads?
Posts with images generate the highest engagement (0.6% more than videos, 37% more than links, 60% more than text-only). Focus on quick updates, tips, stories, and product promotions using up to 500 characters per post.
When should I post on Threads?
The best time, according to Buffer, is Wednesday at 7 AM, with weekday mornings from 7 to 9 AM (Tuesday through Friday) showing consistently strong engagement.
Can I run ads on Threads?
Yes, through Meta Ads Manager. Meta is rolling out Threads ads worldwide soon, making this an ideal time to start planning your advertising strategy. You can use Image, Video, and Carousel ad formats, and additionally, your Threads username must match your Instagram name to run ads.
How do I track my Threads performance?
Use Threads’ built-in analytics to monitor reach, likes, reposts, replies, quotes, follower growth, link clicks, and audience demographics.
How does AI work on Threads?
Threads uses AI models to personalize your feed by analyzing your interactions, the accounts you follow, and the content you engage with. The AI system then shows you posts it thinks you’ll find most relevant and interesting.
Tip 4: Make use of Meta Ads
With Meta announcing that they will soon be rolling out ads for all Threads users worldwide, it’s a prime time to consider implementing it into your digital marketing strategy. The average conversion rate for Meta ads across all industries is 9.21%, and 160 million small businesses use Meta’s apps to connect with customers.
Like Instagram and Facebook, you must use Meta Ads Manager to set up Ad campaigns that can appear within the Threads feed. To run ads on this platform, your Threads username must match your Instagram name. You can choose from three ad formats for Threads: Image, Video, and Carousel. The feed welcomes single-image ads with aspect ratios ranging from 16:9 to 9:16 (tall ratios above 1:1 will be centre-cropped to 1:1). The great news is that all Meta ad objectives work with Threads, which include Awareness, Traffic, Engagement, Leads, App Promotion and Sales.
Since Threads is still quite new, many media setups and ad formats are currently incompatible for Ad placements. Additionally, Meta is still testing and learning, so they’ve kept the ad volume on Threads intentionally low. This is reflected in your placement breakdown reporting if your campaign appears on Threads. Be sure to keep an eye on Meta updates for any changes regarding ads in 2026.
Tip 5: Monitor Threads analytics
Keeping an eye on your Threads metrics is super helpful for strategizing. These numbers show you exactly which posts your audience loves most and what type of content gets them talking. By regularly checking your analytics, you’ll learn what resonates with your followers and can fine-tune your strategy for even better results.
In July 2025, Meta introduced enhanced metrics to help creators better understand how their posts are performing and where their content is being discovered. Additionally, creators can now use new dashboards to track performance over 7 to 90 days.
Some of the most important analytics metrics you should be measuring on Threads include:
- Reach
- Likes
- Reposts
- Replies
- Quotes
- Follower growth
- Link clicks
- Audience demographics
Conclusion
Threads marketing offers an incredible opportunity for brands looking to build authentic connections through real-time conversations and community engagement. With over 141 million daily active users and still growing, this Meta platform provides a less saturated space to amplify your brand voice compared to more established social media channels.
To succeed with your Threads marketing strategy, focus on developing a content strategy that balances text and visuals, actively engage with your audience through communities and timely responses, leverage Meta Ads to expand your reach, and consistently monitor your analytics to refine your approach.
Since Threads is possibly on the way to overtaking X, now is the time to establish your presence on the platform. Monitor analytics to inform your marketing approach and think of strategizing as your roadmap to creating content that truly connects with your community. Whether you’re sharing quick updates, starting conversations with polls, or showcasing your products through visual storytelling, Threads gives you the tools to build meaningful relationships with your audience in 2026 and beyond.
Ready to transform your online presence and unlock the platform’s full potential for your brand? At Black Pug Studio, we specialize in crafting tailored digital marketing strategies that help businesses stand out in crowded online spaces.
Contact us today to discover how we can elevate your digital marketing game.
6 Tactical Threads Marketing Strategies for 2026 was originally published in Creative by Black Pug Studio on Medium, where people are continuing the conversation by highlighting and responding to this story.
