How to Boost Your Marketing Game Using Threads

When Instagram launched Threads in July of 2023 as a competitor to X (formerly Twitter), we were skeptical about its potential to make a significant impact. However, here we are in 2025: Threads has outpaced TikTok and Instagram in the social apps category on Apple’s App Store. While not everyone is using it yet, those who are describe it as a digital marketing powerhouse.

Following its launch, Threads rapidly emerged as one of the fastest-growing social platforms in 2023. Although the initial excitement may have subsided, Threads continues to be an underutilized opportunity for marketers aiming to enhance their social media marketing strategies.

In 2025, Threads content is proving to be a formidable contender for audience attention. It has surpassed the expectations of skeptics (including us). Let’s explore how to get started on the platform, examples of successful posts, and insights from marketers on crafting an effective Threads strategy.

Overview of Instagram Threads

Threads allows brands to connect, curate, and quickly share content. Due in part to its focus on providing a simplistic, casual approach to social media, it gained rapid popularity. With its seamless integration with Instagram and an intuitive user interface, Threads became a favored platform for brands across various industries.

Threads Statistics

Let’s take a look at Threads by the numbers.

• Explosive growth: Threads exploded with 100 million users within its first week, making it the fastest-growing social media platform ever. By the end of 2024, Threads had 100 million active users daily.
• Monthly active users: By the end of 2024, Threads boasted 275 million monthly users.
• Compared to X: In 2024, X (formerly Twitter) reported 335.7 million monthly active users.
• Revenue: The estimated revenue for Threads in 2025 is $8 billion, with projections of $113 billion by 2026.

Here’s what marketers said about Meta’s Threads in our 2025 Marketing Trends survey:

• Marketing ROI: 3.5% of marketers reported that Threads delivered the biggest ROI in 2024.
• Activity: 8.3% of marketers stated they leverage Threads in their marketing strategy.
• Investment: 20.3% of marketers plan to increase their investment in Threads in 2025.
• Jumping in: 7.9% of marketers reported they would leverage Threads for the first time in 2025.

And if you’re curious, here’s how Threads stacks up against Meta’s other channels — all according to over 1,000 marketing pros.

Are you one of those marketers diving into Threads for the first time this year? The water’s warm — here’s how to get started.

What to Post on Threads

Whether it’s showing love for an upcoming brand partnership, sharing a brand-related meme, or referencing a trending pop culture moment, Threads can be used to foster transparency and build authenticity with your audience.

“Threads allows you to promote newly-launched products, product lines, or services like never before. By sharing exciting new products or product updates with your followers, you can:

Create a Sense of Anticipation

Immediately assess customer interest in products.

Interact with customers and obtain feedback in seconds.

“When marketers initiate Q&A sessions, solicit feedback, or start meaningful discussions to encourage audience participation, they foster a sense of community. This not only helps in building personal connections but also provides valuable insights that can shape future marketing strategies.”

1. Post Content That Invites Discussion

Posting content that invites discussion has proven effective for Jen Ruiz’s Threads strategy. Jen Ruiz, an author and founder of Jen on a Jet Plane, has created viral Threads posts within the travel niche. She compares the Threads algorithm to TikTok’s algorithm in 2020 — global reach and the ability to gain millions of views without requiring a large follower base.

2. Join Other People’s Conversations

Threads isn’t a monologue; it’s a dialogue. Beyond creating engaging content, actively engaging with others is crucial. “Brands that succeed on Threads don’t just post; they participate,” shared Sasha Berson, co-founder of Grow Law Firm, a marketing company tailored for law firms.

3. Keep It Conversational

Threads marketing thrives on quick and minimalistic interactions. While highly curated content formats still exist, they tend to stand out like someone overdressed at an event. A more casual, conversational tone resonates better with the platform’s audience.

4. Don’t Ignore Visual Content

While Threads is primarily a text-based medium, visual content remains impactful. After all, X (formerly Twitter) isn’t purely text-based either — it incorporates images, videos, audio events, polls, and more. Here are some easy, uncurated image ideas:

5. Behind-the-scenes moments.

Process photos.

Throwbacks.

The rest of your social media presence might be highly curated, but an authentic, unpolished look at your brand will resonate on the Threads platform.

6. Try Trending Content/Conversations

There’s no need to chase trending audio clips. Instead, focus on trending conversations happening within your community. Share a meme, express an opinion, or simply acknowledge ongoing drama.

Not only does this spark conversation, but engaging with trending content also shows viewers that your social media strategy isn’t entirely pre-scheduled months in advance. While most marketers (including us) schedule content ahead of time, there’s something refreshing about seeing real-time participation on a platform.

Threads for the Win?

We realized we were missing out by dismissing Threads as “just another version of Twitter.” Although we didn’t jump on board immediately, Threads is now integrated into the broader social media strategy for our clients. By publishing daily, we’ve observed steady growth. If we had a time machine, we’d have been active on Threads from day one.

Thankfully, Threads is still ripe with opportunities. Marketers can cultivate a sense of exclusivity, intimacy, and authenticity through spontaneous, off-the-cuff posts. We look forward to seeing your content on our feed.