Threads Marketing Strategy 2025: What Works and Why It Matters

Last Updated on July 31, 2025 by Himanshu Rawat

With its meteoric rise and unique approach to social engagement, Threads is Meta’s bold move into the world of micro-content—and it’s quickly becoming a best alternative to Twitter.

With a cleaner interface, Instagram integration, and a growing, engaged user base, Threads offers a fresh space for brands to connect more authentically. Whether you’re just starting or looking to optimize your brand’s presence, here’s everything you need to know about Threads marketing, including the latest stats, actionable tips, and answers to pressing marketer queries.

What is Threads?

Threads is a text‑centric social platform that builds on Instagram’s infrastructure, letting people log in with their Instagram account and automatically follow their current network. It is similar in style to Twitter (now X) but aims for a more positive, less toxic community experience.

Threads hit 100 million sign-ups within five days of launching in July 2023, the fastest app to reach this milestone, outspacing ChatGPT and TikTok. By January 2025, Threads reported 320 million monthly active users.

Threads: Who’s Posting and Why it Matters?

Let’s take a moment to explore who’s actually showing up on Threads and why it’s worth paying attention to.

Who’s Posting on Threads?

Threads is quickly gaining traction among businesses looking for more authentic, community-driven engagement.

1. Brands & Marketers:

57% of marketers actively post on Threads, and another 23% plan to join the platform this year.
Influencer marketing is thriving: 59% of marketers intend to partner with more creators on Threads in 2025.
92% say influencer content achieves greater reach than brand accounts.

2. Everyday Users:

The core user demographic is relatively young: 20.4% are aged 18–24, and 29% are aged 25–34. However, 63% of users are now above 24 years old, making the platform broadly attractive.
Threads remains especially popular among users seeking an alternative to X (formerly Twitter), valuing its more conversational and less toxic atmosphere.

3. Industry Thought Leaders, Public Figures & Creators:

From journalists to creators and celebrities, high-profile voices are embracing Threads as a space for real-time dialogue and audience growth without the noise or negativity found on other platforms.
According to Backlinko, celebrities like Neymar Jr, Selena Gomez, and Kylie Jenner are among the most-followed accounts, helping establish Threads as a hub for cultural influence and trend-setting.

Why Threads Matter for Marketing

Threads offers seamless onboarding through Instagram, giving brands instant visibility.
It’s positive, community-focused vibe encourages authentic engagement, while the platform’s real-time nature makes it ideal for testing content.
Plus, influencer-driven campaigns see strong reach and impact, making Threads a valuable tool in any modern marketing strategy.

With less competition and algorithmic clutter than Instagram or X, Threads gives brands a rare chance to build authentic visibility early, before it becomes overcrowded.

Should Your Brand Be on Threads?

With 70% of consumers now discovering brands through social media, having a presence on Threads is a smart move in 2025. Especially if your brand is already active on Instagram, Threads offers a natural extension to build authentic engagement and expand your audience.

Check how Many well-known brands have already embraced Threads and are using it in creative ways.

Examples & Mini Case Studies

Netflix engages fans with behind-the-scenes content and witty commentary. Netflix uses Threads to tease new releases, share exclusive content, and interact with fans in a casual, engaging tone.

This approach humanizes the brand and boosts engagement by staying in sync with trends and audience conversations.

Wendy’s is widely recognized as a trailblazer in the world of social media marketing. Wendy’s uses a witty, playful tone on Threads, posting memes, jokes, and engaging directly with followers and other brands.

Their strategy focuses on humor, real-time conversations, and pop culture references, helping posts go viral and building a strong, interactive community (over 460k followers by mid-2025).

ClickUp & Gymshark they succeed on Threads by mixing humor, authenticity, and community-focused content. ClickUp uses memes and real-time posts to simplify productivity, while Gymshark taps into Popular fitness memes, tips, and responses to user stories are some content pillars. Both build strong communities by prioritizing conversation over selling.

Here’s a tip: One reason these brands stay engaged is consistent posting. It keeps their content visible and relevant. Tools like Outfy make it easy to schedule and automate Threads posts—so you stay active without daily effort.

Tips for Best marketing practices

To get the most out of Threads marketing, use strategies that drive real engagement and audience growth. These tips will help you post with purpose, build community, and boost your brand. For more, check out this guide to growing your following.

1. Leverage Instagram Integration

Connect and cross-promote your Threads content on Instagram Stories and profiles for instant traction.

Example: Doodlage shares Instagram live sessions, artisan features, and thrift or repair events to bring followers into their sustainable production process, which could easily translate to a follow‑up Q&A on Threads.

2. Embrace Authenticity

Threads users prefer a casual, conversational tone; avoid being overly polished or “salesy”. Such as Dove, they recommend their products in a subtle, non-pushy way.

3. Unhinged marketing

Gen Z drives a demand for raw, authentic, and sometimes unpredictable brand voices. Don’t be scared to ditch polish for personality. Example: Gymshark posts quirky workout memes and playful polls, generating viral reactions from Gen Z users.

4. Community-first strategies

Brands that respond and build community see superior reach.
Example: ClickUp consistently replies to every comment on a product-launch thread, building user loyalty and encouraging more feedback.

5. Content variety

Blend text, visuals, and even carousels to stand out and strengthen your message.
Example: Monterey Bay Aquarium alternates between fun facts (text threads), animal photos, and video tours, keeping their feed dynamic, informative, and visually appealing.

6. Repurpose and Optimize Content

While repurposing from IG or X, tweak your messaging to fit the concise, text-first style unique to Threads.
Example: Duolingo repackages viral Instagram Reels into Threads-friendly snippets, adjusting captions for brevity and inviting commentary (“What’s your wildest language-learning mishap?”)

7. Use Topic Tags

Take advantage of Thread’s topic tagging (similar to hashtags) to boost discoverability around trending themes and events.

8. SEO for Threads

Use topic tags and concise, searchable phrasing to surface in search and explore feeds.
Example: “How to save on summer travel” – a travel brand writes concise, searchable threads linked by keywords and Topic Tags, ranking in explore feeds for relevant searches.

Taking Action Starts Here

Now that you know what works on Threads from authentic engagement to consistent posting it’s time to put these strategies into practice. Focus on creating content that resonates, stay active, and foster real conversations with your audience.

To make your posts stand out even more, be sure to follow the Threads image and video size guide. Using the right formats and dimensions ensures your content looks sharp and professional every time.

Frequently Asked Questions

1. How do I get started if my brand has no following on Threads?

Connect Threads to your Instagram account to auto-notify your IG followers, making early audience-building much easier.

2. Is Threads replacing X (Twitter) for social campaigns?

Not entirely—Threads is gaining users quickly, but many brands use both platforms for wider reach. Marketers report a shift, especially among Gen Z and B2C brands.

3. What content works best on Threads?

Text posts that invite discussion, share stories, or spark debate. Visuals like photos and short videos increase engagement but keep it authentic.

4. How do I measure ROI?

Use Threads’ built-in analytics, track web traffic from profile links, and monitor post engagement rates. Influencer campaigns also drive strong, measurable results.

5. Is there a best time to post?

With most users on mobile, schedule posts for standard peak hours (mid-morning, lunch, early evening) and test for your specific audience.