Five Key Ingredients for your Perfect Threads Strategy

With the channel hitting 100 million followers within a few days, it’s no surprise that just over a week after launch, Threads is still all anyone can talk about.

Early analysis by Website Planet suggests that brands are seeing high levels of engagement, with eight times more post likes compared to similar posts on Twitter.

So, what does it take for brands to make a success of Threads? While it’s early days, and the channel may yet evolve, we’ve observed five key components to nailing your brand’s strategy for the platform:

1. BE FUNNY

Threads is all about being laidback, punny and witty. Sarcasm and banter abound, and this is no place for formality or seriousness.

With Mark Zuckerberg and Instagram head Adam Mosseri posting multiple times about Threads being a positive and friendly community, it’s no surprise that jokes win out, and the overall vibe is entirely relaxed.

2. BE HUMAN

While authenticity is key across all platforms, and with so much talk about the humanisation of brands in recent years, Threads in particular requires a tone of voice that is human at its core.

A fundamental of the platform appears to be that users can almost picture the laissez-faire individual posting out content. They aren’t overthinking it, they don’t have a corporate mandate, and ultimately they’re having fun. Brands that don’t adhere to this risk missing the mark.

3. BE ON TREND

Anyone worth their TikTok salt knows that audio trends are king. On Threads, it’s all about textual trends. We’ve seen everything from numbered lists to brands reposting brands to the “say what you are” post. It’s easy to keep track of them, as they tend to flood the newsfeed.

What’s key is ensuring you’re part of them, without delay.

4. BE WILLING TO AVOID THE HARD SELL

Threads is not a selling platform. This may change with the introduction of ads, but for now it’s important to note that playfulness and personality are top of the agenda.

We’ve analysed post success so far and ascertained that those brands sending out commercial content are not winning hearts and minds, and certainly not engagements.

5. BE READY TO GO TEXT-FIRST

The bosses at Threads have made it clear that it’s an environment where words rule. While the capability for image, videos and gifs is there, it’s not encouraged, and likely won’t be rewarded by the algorithm.

This enables a quick turnaround reactive, but does mean that a brand is reliant on its words alone, meaning the humour we’ve already discussed must come to the fore.

If you’d like to learn more about Threads or any other social media channels, feel free to reach out to Alex Dixon, our senior social media strategy director.