Threads: Meta’s Answer to Twitter with a Twist

Join the Conversation on Threads

Meta, the social media conglomerate, has recently launched Threads, a platform that has quickly gained popularity with over 100 million users in just five days. If you’re a brand looking to make your mark on this new app, you might be wondering how to leverage Threads and what kind of content resonates with its users.

What is Threads?

Threads is Meta’s answer to Twitter, but with a unique twist. It is an app designed for Instagram users to post threads, engage in conversations with others, and follow profiles. The beauty of Threads lies in its seamless integration with Instagram, allowing you to import your followers from the platform and easily connect with your existing audience.

What Sets Threads Apart

Unlike Twitter, Threads does not have hashtags, direct messaging, or a “For You” page that recommends content. However, it shares a similar micro-blogging format that allows text posts and replies. While Twitter only allows 280 characters, Threads ups the limit to 500 characters, giving you more room to express yourself.

Threads is currently free, with no in-app purchases or upgrades required.

How Brands Are Using Threads

Meta CEO Mark Zuckerberg envisions Threads as an open and friendly public space for conversation, and this sentiment has influenced the content brands are posting on the app. Coca-Cola’s Threads account, for example, shares lighthearted jokes, memes, and icebreakers to engage with its audience.

Anthropologie, a retail company, showcases influencers and consumers wearing their apparel, while also engaging with and sharing jokes with other brands. The overall vibe on Threads is personable, casual, relatable, and fun.

Content creators have also embraced the platform’s personable nature. Food YouTuber Inga Lam describes the energy on Threads as being part of a giant group chat, where everyone is excited to meet and engage with one another. Content creators like Jade Beason from HubSpot’s creator network often post casual updates, passing thoughts, and spark engagement with their audience through questions.

Who Should Be on Threads?

As Threads is still in its early stages, it’s challenging to predict the type of content that will thrive on the app in the long run. However, focusing on making your brand more relatable and human seems to resonate well with users.

Brands are encouraged to share lighthearted, funny, and relatable content. Engaging with your followers by liking, reposting, and replying to their content helps foster a sense of community. Don’t be afraid to interact with influencers or relevant brands within your industry, as this can lead to networking opportunities and expanded exposure.

Experiment with different forms of media, such as videos, graphics, photos, and text posts. Threads allows for diverse content, so take advantage of this feature to showcase your brand’s creativity.


While it’s uncertain whether Threads will become a lasting platform or a passing trend, there’s no harm in exploring its potential and experimenting with different strategies to expand your social media presence. With its friendly and personable environment, Threads provides an opportunity for brands to connect with their audience on a more relatable level. So hop on the Threads train and get creative!