Threads, Meta’s answer to X (formerly Twitter), has 320 million monthly active users. That’s still smaller than X; however, the social media platform continues to gain users rapidly, proving that it’s here to stay. A recent Sprout Pulse Survey found that 70% of marketers are using Threads, and another 21% anticipate using it in the future.
Before the platform gets too crowded, now is a good time to consider establishing a presence for your business on Threads. Gain traction on Threads by learning from these businesses that are marketing their brands successfully.
[Read more: What Is Meta Threads and How Can Your Business Use It?]
Square: Highlight your audience to create community
Financial technology company Square uses Threads to spotlight entrepreneurs and small business owners who make up their audience (and their target customers). The brand recently used Threads to showcase an event with Jimmy Butler’s new venture Bigface, a coffee and lifestyle brand. Square also shares videos, photos, and links to their podcast The Way Up. It’s clear the brand is experimenting with different content formats, but what is consistent throughout is their commitment to showcasing the sellers that make their company thrive.
American Red Cross: Don’t be afraid to experiment
Like Square, the American Red Cross is also committed to trying new things on Threads. Rebecca Torriani Márquez, Manager of Social Engagement at the American Red Cross, told Sprout Social that Threads’ features encourage playfulness. “It’s okay to have fun, engage with other brands and explore different types of content to see what works. Threads is continuously rolling out updates and features to enhance the user experience — like polls and trending conversations,” she said.
Some of the content the Red Cross posts highlights its volunteer efforts and raises awareness of important causes. Other content leans into humor and offers health tips with an irreverent tone. For instance: “If it looks like poison ivy and itches like poison ivy, it's probably poison ivy,” read one Thread. The next Thread stated: “And if it looks like poison ivy and itches like poison ivy, do not use bleach to treat the rash.”
A recent Sprout Pulse Survey found that 70% of marketers are using Threads, and another 21% anticipate using it in the future.
Wendy’s: Be consistent with other channels
Humor is Wendy’s bread and butter (burger and fries?) across all of its social media accounts. Threads is no different for the fast food brand.
“Through frequent, humorous posts and playful banter with other brands and users, they’ve rapidly expanded their follower base,” wrote Vista Social. “This approach not only entertains but also fosters genuine connections with their audience.”
Humor might not fit your brand, but interacting with other companies is a tactic that can work for anyone. Wendy’s isn’t afraid to engage with other brands on Threads, such as the TSA, Takis, and the TV show “The Real Housewives of Potomac.” Interacting with other businesses gives you the chance to tap into a wider network of users and create genuinely engaging content.
Barnes and Noble: Know your niche
Barnes and Noble has a very specific approach to posting on Threads.
“If there’s one brand that created an identity and stuck with it, it would be booksellers Barnes and Noble,” wrote Buffer. “On the surface, the brand’s content strategy is to post about books and books alone. Every other post is about or related to books and reading.”
Like Wendy’s, Barnes and Noble doesn’t shy away from engaging with other brands, like Swedish Fish and the U.S. Postal Service. The only difference is that their Threads account appears to be hyperfixated on books. It’s a clever, funny way to prompt users to think about reading at many points throughout the day (priming them for a shopping trip to a bookstore).
Apartment Therapy: Play around with visual content
Finally, Apartment Therapy, a lifestyle blog, uses Threads’ polls, carousel, video, and links to blog articles to keep its feed interesting. Visuals are central to Apartment Therapy’s posting strategy. Since the brand is already so visual (it offers tools for apartment decorating, including mood boards), it makes sense that they would use Threads to showcase high-quality design photos.
“These posts are especially great because they grab attention in the feed immediately and are a zero-click way to showcase the expertise of the article and generate curiosity about the full content,” wrote Buffer.
Apartment Therapy, like the other brands, is still learning what works and what doesn’t on Threads. But with nearly 600,000 followers, Apartment Therapy is clearly doing something right. Take a look at their recent content to see if there’s a pattern to their posting that might work for your brand.
[Read more: 10+ Tools to Help Grow and Foster a Brand Community]
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