Instagram Threads has been around for over a year now, but it seems like the activity on the platform has really picked up. Accounts I follow are writing more long-winded Threads about books, news outlets are threading (is “threading” a word?) breaking stories more frequently, and—most relevant for me—a bunch of brands are distributing product information on Threads. It’s enough to make any marketer want to test out the platform.
If you’re also interested in testing out Instagram Threads, you’ll find everything you need to know about it in this guide. We’ve included how to create content, best practices for engaging, how to align your Threads strategy with your marketing goals, how to track your metrics, and common mistakes to avoid.
There’s a lot to cover, so let’s get started.
Contents
What is Instagram Threads?
Instagram Threads is a social media app that allows for conversational posts and replies. It was launched by Meta (the makers of Facebook and Instagram) in July of 2023.
While Instagram focuses on video and image-based content, Threads offers users a text-based forum to stay connected with followers. The platform allows users to post up to 500 characters, including links, photos, carousels, and videos up to five minutes long. It also enables users to connect these posts in Threads, similar to X (formerly Twitter).
Founder Mark Zuckerberg posted the inaugural Thread on 7/3/23 to get the conversation started.
This similarity to X is intentional, which is something to keep in mind when marketing. Some users were frustrated with changes in the X app, which prompted a migration to the new competitor, Threads. Thread’s growth was bolstered by its integration with Instagram, which already had a large user base.
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Why does Instagram Threads matter?
As of September 2024, Instagram Threads had over 200 million monthly active users, and the platform set multiple records while accruing almost 100 million total users within its first four days.
This isn’t nearly as high as Instagram, which has 2 billion monthly active users, but it’s exceptionally strong growth for a new platform. The large and quickly growing audience indicates that your business should establish a presence on Threads.
There are some clear benefits of using Instagram Threads for your business:
- Grow beyond Instagram: With 200 million active users, Threads offers an opportunity to grow your reach, particularly beyond your regular Instagram audience.
- Establish your brand identity: There are already brands active on Threads, but they haven’t overwhelmed Thread’s feed. Setting up your Threads profile and posting content regularly now establishes your brand identity on the platform, which will be important as it continues to grow.
- Take advantage of the text-based platform: Whether or not your brand was previously active on X, you can take advantage of the text-based content that Threads allows. This gives you more space for explanations, conversations, and quips that don’t rely on visuals.
It’s also good to note that Threads has begun testing ads for a limited number of brands. It’s likely that the program will roll out for more businesses soon.
Here is an example of what a Threads ad may look like.
7 steps to use Instagram Threads for growth
Instagram Threads is an excellent platform to show off your brand personality, develop your brand’s presence on the platform, and engage with your audience directly. Here’s how to do it.
1. Set up your account
If you haven’t already, it’s time to set up your account. Luckily, this is straightforward, especially because it’s already connected to your Instagram account.
To get started, you can navigate to threads.net and log in with your Instagram username and password.
Your profile will automatically populate with your Instagram profile picture, bio, and links, as well as your Instagram followers. It’s worth noting that if you have a verified account, you can’t edit your profile picture in Threads, only on Instagram. Otherwise, you can edit your bio directly on Threads.
Be sure to determine whether your profile is private (which will limit your visibility) or public (better for brand accounts).
With your profile set up, you’re ready to get started.
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2. Create compelling content
The Threads algorithm prioritizes content with high engagement, which is no surprise considering the conversational design of the platform. So, your primary goal should be to create entertaining, thought-provoking content that your audience can respond to.
This could take the form of a multi-post thread summarizing a recent article, responding to a trend in your industry, or breaking down how to use your product or service. It could also be a single post update with all the details for upcoming sales, releases, or events. The latter is what Netflix primarily posts on its Threads account.
And remember, not every post has to be long or even serious. If it fits with your brand, short and sweet or even silly works well on Instagram Threads.
3. Pay attention to your formatting
In your posts, Instagram Threads allows you to include:
- Up to 500 characters
- Links
- Photo content
- Carousels of photos or GIFs
- Videos of up to 5 minutes
- Hashtags
It’s important to keep these guidelines in mind when you’re creating content. And it’s equally important to consider the best way to convey your point when planning your posts. Sometimes, a video might make sense; other times, you might skip the visuals and lean on text-based Threads with plenty of line breaks and emoji to encourage quick reading.
Hashtag-heavy text and a carousel of holiday decor work for this ~ signing offline ~ post.
Mixing up the format of your posts is a good way to discover what works for your brand and your audience. Just remember to keep your voice and your themes consistent.
4. Engaging with your audience
The primary benefit of using Threads versus Instagram’s primary platform is the ability to start, continue, or contribute to public conversations. You want to prioritize engaging with your audience on the platform as a part of your Instagram Threads strategy. Here’s how users interact with content on Instagram Threads:
- Views
- Likes
- Quotes
- Replies
- Reposts
When you’re creating your content, consider how you’re encouraging engagement. This could be as simple as publishing a funny one-liner that you’re hoping will encourage smiles and likes, or it could be a more explicit request for replies and reposts in the form of calls to action (CTAs). Instagram Threads also offers interactive content, including polls, questions, and stickers that you can try out.
A curious question? Excellent for engagement.
Remember, your goal is to create a sense of community and participate in conversations. That means you also need to engage with content. Respond to replies on your content, and take the time to reply, repost, or quote relevant Threads from other accounts, too.
5. Consider your marketing goals
Whenever you’re looking into new marketing platforms, it’s important to think about how the channel aligns with your existing marketing objectives. Instagram Threads could be a great place to pursue a few different marketing goals, including:
- Lead generation: If your goal is to generate leads, consider how you’re building an audience and sharing links to your lead-capturing website.
- Brand awareness: Use your content to discuss the problems your product or service solves and mention your solution as appropriate.
- Customer education: Share tutorials, FAQs, and value-packed tips for customers or potential clients.
- Product or service launches: Focus your content around sneak peeks, previews, countdowns, and in-depth announcements on launch days.
The key is making sure it works for your business, your audience, and your workflow.
6. Track your performance on Instagram Threads
In order to accurately align your Instagram Threads strategy to your marketing goals, you need to track your performance. According to Meta, more robust Instagram Threads analytics will be available soon. But for now, the Insights tab in your threads account offers a good overview. This includes your views, interactions, top posts, and your followers.
Access Insights by clicking on the settings menu in your Threads account.
Also, if you’re already using a social media management tool to schedule and monitor your other social media accounts, you can also track your Instagram Threads performance there.
7. Avoid common mistakes
If you’re going through the trouble of learning about a new social media platform, setting up a profile, and creating content, it would be silly to undermine those efforts by making simple mistakes.
Here are a few common mistakes to avoid when you’re getting started on Instagram Threads:
- Making it too complicated: Threads is a casual, conversational platform. Try not to make your strategy or content too complicated.
- Straying from your brand voice: Your content and profile on Threads should be recognizable as your brand. That means sticking to your brand voice and your brand values.
- Ignoring your audience: You can’t just drop posts and hope they engage your audience on their own. You’ll need to dive into the conversations for your account to grow.
- Forgetting your settings: To grow your brand’s presence on Instagram Threads, you need to have a public profile that allows responses from followers and non-followers alike. Double-check your settings.
Start using Instagram Threads today
In this guide, we shared everything you need to know to get started on Instagram Threads. You can quickly set up a profile, brainstorm compelling content that aligns with your marketing goals, stick to the platform’s formatting standards, keep engaging with your audience, and avoid the biggest mistakes. You’re ready to go and start testing. Good luck!