When Threads launched in 2023 as Meta’s alternative to X, it experienced explosive growth. Threads posted a record-breaking 10 million sign-ups within seven hours of its release. The app had around 100 million users within five days.
Since then, Threads has gained traction steadily. The number of active users continues to increase month over month. However, data indicates that both users and brands are unsure what to make of this new social media platform. The average Threads user today opens the app only 20 times each month and spends an average of 34 minutes per month on the app. Compare this to the average Instagram user, who opens the app 331.8 times per month, and it’s clear that Threads is still finding its footing.
If you haven’t figured out how to add Threads to your social media strategy, now is a good time to start experimenting and seeing what works. Competition for Threads users’ attention is still relatively low. Learn about the platform’s tools and features now so you can establish a solid foundation for long-term growth later.
[Read more: What Is Meta Threads and How Can Your Business Use It?]
How to set up a Threads account
Threads is a product of Instagram; therefore, the easiest way to get started is using an existing Instagram account. However, you don’t have to have Instagram to use Threads—we’ll walk you through those steps, too.
For those using Instagram to get started, go to https://www.threads.com/ and click “Continue with Instagram.” Then,
- Click an Instagram account you’re signed into. If you aren't signed in to Instagram or would like to use a different Instagram account, click “Use different account” and enter the login details for that account.
- Review the information and click “'Confirm”' at the bottom.
- Select whether you want a public or private profile, then click “'Continue”' at the bottom.
- Choose whether to follow certain accounts, all accounts, or click “Skip” in the top right.
- Review the information on content visibility and the Fediverse, then click “'Join Threads”' at the bottom.
If you plan on using Threads without Instagram, go to https://www.threads.com/ and click “Use email or mobile number.” Follow the prompts to set up a username and password, enter a phone number or email address, and verify your account using your chosen login method. You must verify that you are 18 or older, set your profile to public or private, and review the information on content visibility before you can start posting.
A recent experiment found that questions generate more reach than any other type of content on Threads.Tamilore Oladipo, Buffer
What content works on Threads?
Threads posts can include text, links, photos, GIFs, videos, or a combination of these, though Threads is designed to be primarily text-based. Text-based posts have a 500-character limit, and like X, you can quote and repost other users’ content. You can tag a topic using a hashtag and add a poll to your post to join ongoing discussions.
It’s still up for debate as to the type of content that resonates most with Threads users. A quick, easy win is to cross-promote content on your Instagram account. “Brands that cross-promote Threads content on their Instagram Stories or profile see way better traction than those trying to grow from scratch,” said Keith Kakadia, Founder and CEO of social media marketing agency Sociallyin.
The content team at Buffer experimented with content for 30 days on Threads to see what worked best. Their informal analysis found that posts with open-ended questions and posts that built on existing conversations performed well.
“A recent experiment found that questions generate more reach than any other type of content on Threads,” wrote Buffer. “Specifically, posts that invited conversation or shared an open-ended thought performed better than static updates or reposts from other platforms.”
At a high level, start your Threads strategy by posting content that performs well on Instagram and join in existing conversations. This approach will give you a foothold to build out a larger content plan.
[Read more: Fashion Brand Tuckernuck on How Social and Content-First Strategies Drive Growth]
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