Threads: The Platform That Everyone’s Sleeping On
You may see Threads and think, “okay, cool, another platform no one’s going to use,” but don’t skip past it too fast. You can get a lot more out of it than you realize.
It’s proving to be a serious marketing platform with 141.5 million daily active users and tons of opportunities for brands. And while people are still on the fence about joining in (and still debating on whether it’s going to last), smart brands have been using Threads marketing to grow audiences, test strategies, and boost their engagement rates.
So, what’s the point of Threads for marketing, you ask? It’s taking advantage of the app being Meta’s latest creation, and an easier way for your brand to gain visibility. And before you say we’re all talk, we’ve got proof.
Why Did Threads Shut Down?
Before we get into it, we’ll answer a burning question that some readers may have: why Threads shut down. For those who weren’t aware, before Threads was the app we know today, it was a standalone Instagram messaging app developed by Meta and launched in 2019. It shut down just two years later in 2021 due to a lack of usage (womp womp).
The current Threads (launched in July of 2023), though, is thriving with millions of users. They may have the same parent company and name, but they’re totally different platforms.
Now, let’s get into the ways in which Threads is a goldmine for brands and marketers (and yes, this is my way of telling you that you should definitely be on Threads without saying it outright).
1. Threads’ Growth Is Insane
Within five days of its launch, Threads hit 100 million sign-ups, making it the fastest-growing app ever. As an FYI, TikTok took nine months to hit that.
By Q4 2024, Threads had 275 million MAU (monthly active users), and by early 2025, they’d hit 320 million MAU. Don’t worry, I’ve done the math on that for you: that’s 127.8% year-over-year growth. Analysts also project it could generate $11.3 billion in revenue by 2026.
So, why should you care? Getting in early on growing platforms means better visibility and less competition. WebFX’s data shows that early adopters see 30-50% faster follower growth than late joiners. You’re basically giving yourself a head start before the competition even begins.
2. There’s Actual Engagement on Threads
While engagement declines on other platforms, Threads said, “nah, not me.” In November of 2025, the average engagement rate on Threads was 4.51%, with the median at 6.25% (for added context, that’s 73.6% higher than X’s 3.6%).
Buffer’s analysis also shows that the typical Threads post gets 4-5 engagements, and that number is climbing. Not only that, people actually reply with thoughtful comments instead of just liking and scrolling (or posting the classic three-emoji bot reply we all know and love).
Text-based posts also encourage real conversation. Research from inBeat Agency found that brands posting consistently and engaging in replies see 2-3x higher engagement than those just putting out. And posts that are authentic, unhinged, and Gen Z-focused are also normally what the platform favors.
Better engagement also drives stronger marketing ROI, and once Meta’s full ad ecosystem comes into play, brands with high organic engagement will pop off in paid advertising, too.
3. Instagram Integration = Instant Audience
Instead of starting from scratch on Bluesky or Mastodon, Threads lets you instantly notify your Instagram followers when you post. The advantage here is that rather than rebuilding your presence on a completely new platform, you’re instantly reaching an audience that’s already interested in what you’ve got to say.
The tight connection between Instagram and Threads also means that your Instagram profile photo, bio, and verification carry over automatically. You also get to manage Facebook, Instagram, and Threads from one dashboard with Meta Business Suite. Not only is social media activity more efficient, but social media analytics, too.
Not convinced yet? Here are some compelling statistics that might change your mind:
- Social media marketing agencies report that clients with 100k+ Instagram followers typically see 20-30% of their audience also follow them on Threads within the first month (think about this like almost instantly getting 20,000-30,000 engaged followers with one notification).
- Brands that push Threads via Instagram see follower acquisition costs drop 60-70% compared to promoting it on its own.
4. The Threads Algorithm Rewards Real Conversations
We’re all tired of the over-polished yapping, and Threads is recognizing that by favoring authentic conversation. Simple text posts that push for replies consistently outperform any scripted marketing.
WebFX’s research shows that brands with relatable voices attract followers 40% faster than corporate-speak accounts. Posh LinkedIn language won’t work here. It’s the quick thoughts, timely reactions, and raw observations that’ll help brands win on this app.
Not to mention, Gen Z (Threads’ largest user segment) can sniff out fake authenticity from a mile away. Marin Software’s analysis confirms Gen Z users on Threads want genuine connections, therefore, the algorithm rewards meaningful dialogue over passive scrolling.
For influencer marketing, micro-influencers with loyal followers who are highly engaged normally crush celebrity accounts because their content feels real.
Brands are all trying to crack the code when it comes to social media algorithms, and Threads is simply asking for brands to be real with their audience. It’s that easy.
5. Threads Marketing Actively Puts You on New Screens
The Threads algorithm not only rewards original posts, but also actively surfaces your content to people who don’t follow you (unlike X, which relies on followers and retweets). This is huge for brands who value audience growth beyond their existing base.
Topic tags, which are a (better) version of hashtags, can also make content discoverable to interested users. Social Media Today reports that Threads’ AI-powered recommendations actively learn what users engage with and surface similar content from new accounts.
What does this mean? Your best content has viral potential regardless of follower count, so long as people are actively searching for that topic.
Much like TikTok, users see a “For You” feed combining posts from accounts they already follow mixed in with algorithmic recommendations. Early engagement with your content can trigger exponential reach, as the algorithm pushes high-performing content further. This is better for growth in comparison to Instagram and X, considering the oversaturation of content.
Marketing managers running social listening campaigns can identify and jump on trending conversations faster on Threads than on X because there’s less noise. A brand with 5,000 followers can realistically reach 500,000+ users with the right content, which is increasingly becoming rare on more mature platforms.
6. Ad Fatigue Hasn’t Hit Threads Just Yet
Throwback to when Facebook ads were cheap and effective. For those who thought we’d never see that again… you’re wrong! That window exists right now on Threads, but it’s closing fast.
As of February 2026, Meta rolled out Threads ads to all users worldwide, but the ad ecosystem is still fairly small and contained. Threads isn’t drowning in promos yet, which means this is the perfect time for brands to swoop in.
Our recommendation? Focus on building organic reach now while it’s strong, then use it to boost paid campaigns later. We’re not getting this out of nowhere; it’s the same playbook that worked for early Instagram and TikTok adopters.
Estimates suggest that Threads’ CPM will settle around $5-10, putting it in price competition with Instagram and Facebook, but with far less competition for attention. Thread’s revenue was at $200-250 million in 2024, exploding to $8 billion by 2025 as Meta integrated Threads into its advertising ecosystem.
Getting in on Threads advertising now requires understanding organic content before paying for reach, and that’s a game-changer (and an ad spend-saver).
7. Monetizing on Threads: How Marketers & Creators Are Already Earning
Looking past the more traditional social media marketing tactics, Threads isn’t just an app for sharing thoughts; it’s also turning into a platform where creators and marketers win, too. Whether it’s influencer deals, paid ads, affiliate marketing, B2B content, or creative projects, marketers and creators are already driving earnings. How, you ask?
- Brand Collaborations: Brands are paying for influencer collaborations because, as I mentioned previously, engagement rates are 2-3x higher than Instagram. In fact, Research Key’s analysis shows that micro influencers with 10,000-50,000 engaged followers command $500-2,000 per sponsored post. Quality engagement matters more than follower count.
- Paid Ads: With ads now running globally, brands can advertise directly through Meta Business Suite. Early advertisers report strong performance for awareness campaigns targeting Gen Z and Millennials.
- Affiliate Marketing: Content creators are driving traffic to affiliate links and product pages. The 500-character format makes it easy to tell concise product stories that push for action without feeling like people are being sold to.
- B2B Services: B2B content performs surprisingly well, with B2B brands seeing 40-50% better engagement on Threads than LinkedIn (Threads’ conversational format feels less corporate).
All Blog Things’ guide also says successful monetizers focus on building genuine engagement through Q&A threads, establishing niche expertise, providing value before pitching, and using Two-Factor authentication to build trust.
After Threads launched in 2023, Mark Zuckerberg mentioned waiting until the platform had “hundreds of millions” of users before rolling out comprehensive creator monetization. As of early 2026, Threads has surpassed 400 million MAU, officially crossing that threshold 👀
I’ll say this now (so you can thank me later): brands should expect Instagram-style creator bonuses, tipping, and subscriptions within the year.
It’s Time To Get Your Thread In The Game
You can sit around and wait all you want, but while you’re debating whether Threads is “worth it,” your competitors are building communities, learning the algorithm, and claiming their space (which could be your space).
The numbers don’t lie. With 400+ million monthly active users, ~140 million daily active users, Threads’ engagement rates are destroying those of mature platforms, and revenue projections are hitting over $11 billion. Threads is Meta’s next major platform, and there’s no doubt about it.
If you need someone to compare yourself to, major brands like The American Red Cross, Mayo Clinic, and University of Cambridge are already there. If even these conservative marketers are putting money into Threads (and you still need more of a sign to follow suit), you should be too.
Social media managers should be actively thinking about this opportunity. Because from an operational efficiency perspective, is it not much better to be investing 30 minutes a day building organic reach to people that actually see it, instead of pouring money and hard work into Instagram ads that don’t deliver?
The opportunity for growth on Threads is wide open, but rest assured, it won’t stay that way.
The platform has already achieved the “hundreds of millions” of users target, and it’ll only get bigger from here. And when ad costs climb, you’ll wish you’d started today. The brands winning on Threads in 2026 will be the ones who started before the flood.
In conclusion, why Threads? Your audience is already there, and the engagement rates are strong. With the algorithm rewarding authenticity and the ad ecosystem in its best shape, it’s time to claim space before your competitors beat you to it.
