What Is Meta Threads and How Can Your Business Use It?

Meta, the parent company of Facebook and Instagram, released a new app called Threads in 2023. Built by the team behind Instagram, Threads is a similar concept —and direct competitor—to X, the social media platform formerly known as Twitter. 

Threads gained 100 million users in less than five days when it first launched. Since then, the platform’s growth has slowed. The average Threads user opens the app only 20 times each month. Instagram users open the app an average of 332 times per month; clearly, Threads has work to do to increase engagement. 

Meta continues to experiment with Threads to figure out how the platform fits in with the rest of the social media environment. Perhaps in an effort to boost activity, Threads recently released a feature that lets users attach up to 10,000 characters of text to a post. While the platform continues to develop, here’s what you need to know about Meta Threads and how it could fit into your marketing strategy.

What is Threads?

Threads is an app for text-based conversation. It can be accessed via your Instagram login, through the app without an Instagram account, or via the web interface. The app can be downloaded on iOS and Android devices. In 2024, Threads introduced a web-based version of the platform as well as a Threads API that enables businesses to manage their Threads presence via third-party applications. 

Once you log in, you can choose to follow the same accounts you do on Instagram, or start fresh and find other users to follow. Every user’s main feed will include threads posted by accounts they follow, as well as recommended content from new creators (similar to TikTok’s For You feed). Posts on Threads are up to 500 characters long and can include text, links, photos, GIFs, videos, or a combination of these, though Threads is designed to be primarily text-based.

Some journalists have dubbed Threads “the Twitter killer,” since Threads is very similar to the older social media platform, which has been struggling since Elon Musk’s acquisition.

Threads vs. Instagram and X

Threads and Instagram are often paired together because both are owned by Meta. At first, users could only access Threads via Instagram. This dynamic positioned Threads as the text-based alternative or companion to Instagram’s visual format. The features Meta has rolled out on Threads since 2023 suggest that Threads is intended to be a stand-alone app to Instagram, offering a different experience that’s less about video and imagery. 

Threads and X, however, have a very similar feature set. Their main difference is in the algorithm—what kind of content gets rewarded and which accounts get the most attention. Data shows that X values content that is timely and designed for impact. 

“X thrives on timeliness. Its algorithm favors content tied to current events or trending discussions, allowing creators to capitalize on the moment,” wrote Buffer. “Threads has positioned itself as a platform for deeper engagement and meaningful interactions. This is reflected in its consistently higher median engagement rate compared to X.” 

In part because Threads is rooted in Instagram, Threads’ algorithm prioritizes content that drives “meaningful interaction.” Threads rewards accounts that create discussions and community on the platform. 

What are some of Threads’ unique features?

For some, Threads feels like a lighter version of X.

“Threads is algorithmically curated, just like Facebook or Instagram. That means when you come in, you see a bunch of different posts based on your interests, whether they were posted five hours ago or five minutes ago,” wrote Mike Isaac in the New York Times. “That’s a departure from what we’re used to with [X], where the marquee feature is the reverse chronological timeline.”

It’s worth noting that Threads is still new. New features are introduced regularly. A few of the current standout tools for creators and visitors include: 

• Audience insights that share key metrics about your content, including the number of views, replies, reposts, and quotes on posts. Plus, you can view basic demographic information about your audience to understand what content might resonate.
• Control over who mentions you through a privacy setting that allows you to choose between allowing your account to be linked to by everyone, only people you follow, or no one at all.
• The ability to save up to 100 drafts so you can work on posts until you’re satisfied with your content and ready to post it at the right time. A native scheduling feature in Threads also allows you to create posts and schedule them to publish at a later date and time, multiple days in advance.  

Otherwise, the Threads user experience isn’t all that different from X.

“For users who would like a[n X] that (a) doesn’t break all the time and (b) isn’t full of Elon Musk fans begging for attention, Threads provides a viable alternative,” said David Karpf, an Associate Professor at the George Washington University School of Media and Public Affairs.

[Read more: 4 Business Use Adjustments For Twitter’s Policy Changes]

How to use Threads for your business

Brands are still experimenting with content to see what works on Threads. However, one thing that makes it unique is that there’s a built-in user base. Accounts are easily transferable from Instagram, giving Meta the power to scale incredibly fast.

For your business, it’s worthwhile to claim your Threads account and get acquainted with the user experience. “[If] you get a lot of your new clients from social media and use it to maintain existing relationships, it could make sense to get in on the Threads action,” wrote The Fool. “Think about how important your social media presence is for your business, and how much time it already takes up.”

Early experiments from platforms like Buffer and HubSpot show that Threads rewards consistent activity. “Unlike X, where virality is unpredictable, Threads rewards creators who post regularly with steadier audience growth than any other platform,” wrote Buffer. “Posts that encourage replies and discussion tend to perform better than one-way broadcasts.”

Content types that perform well on Threads

Similar content that works on Instagram will work well on Threads—as long as you stick to text-based posting. Hashtag challenges and polls are two solid options for your Threads social media strategy. But remember, Threads incentivizes community building. Finding ways to interact with other small businesses on social media is a good starting point. 

These basic types of content can help you gather data about your audience and curate your content accordingly. “Threads is worth considering as a place to experiment with your brand personality. How can your business sound more authentic online? How can you make customer care interactions feel more real? These are the questions you can unravel on Threads today by experimenting,” wrote Sprout Social.  

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