Threads
Meta text-based social platform linked to Instagram accounts, designed for public conversations and real-time discussion.
Definition
Threads is a text-based social media platform developed by Meta, launched in 2023 as a companion to Instagram. Users sign up and authenticate through their existing Instagram accounts, inheriting their follower relationships and verification status. The platform is designed for public conversation and community building through short-form text posts, images, and links.
Threads posts can be up to 500 characters and support images, videos up to five minutes, and links. The platform emphasizes real-time discussion and trending topics, positioning itself as an alternative to X (formerly Twitter) for brands and individuals seeking text-based social engagement.
Why It Matters
Threads offers marketers a new channel for organic reach and brand conversation, particularly valuable because its connection to Instagram allows brands to leverage existing audiences. Early data suggests that text-based posts with personality and opinion perform well on the platform.
For brands already invested in Instagram, Threads provides a low-effort extension of their social presence. The platform discoverability algorithms and integration with Instagram follower graphs give established brands a built-in advantage over text-only competitors.
Examples in Practice
A consumer brand uses Threads to share behind-the-scenes commentary and team personality that feels too informal for their polished Instagram feed, building a more relatable brand voice with their existing follower base.
A marketing agency monitors trending Threads conversations relevant to their clients industries, identifying opportunities for timely, opinion-driven posts that generate organic engagement and thought leadership positioning.
A startup founder uses Threads to share daily lessons from building their company, growing a engaged audience of 15,000 professionals who later convert into product beta testers and brand advocates.