Chances are, you’ve probably heard of Threads by now.

Otherwise known as Meta’s version of X (formerly Twitter), the platform has been on the scene for over two years now, having officially launched on July 5, 2023. And although there was plenty of initial hype around their launch being the take down of X (I remember those first few hours vividly), much of the fanfare died down on the app after a few weeks.  At that point, many brands that created accounts during the initial sprint either went dormant on the platform or began reposting content from Threads’ sister app, Instagram. 

However, that didn’t stop Meta from updating and improving the platform, and it continued to grow its user count over the next year and a half. 

Today, Threads boasts one of the fastest-growing monthly active user bases globally, and it’s still growing – and steadily catching up to X. With high engagement numbers and more features being added constantly, it begs the question. Is it time for your brand, or you personally, to engage or re-engage with Threads? 

My answer is yes. 

This blog will give you the benefits of your brand jumping onto Threads and how you can get started today. 

So … Why Threads?

I may have sparked your interest in Threads, but you also may still be wondering, “Why should my brand be posting on Threads?”

That’s a valid question – one I was asking myself and my team at Red Roof last year. After digging into the data more, it’s clear that Threads is a platform your brand should be creating content for and posting on regularly. This is especially true if you want to connect with a younger age demographic — including the coveted Gen Z. 

How to Sell This to Your Boss

Benefit #1: Audience

According to a University of Minnesota report, Millennials (25–34) and Gen Z (18–24) make up the platform’s largest user segments – a strong indicator for brands targeting younger consumers. If your brand is specifically targeting one or both of those age demographics, it may be worth growing your presence on the platform. 

Benefit #2: Accessibilty

There are several additional benefits for brands to join Threads. For one, your Threads account is directly tied to your Instagram account, which makes establishing your account simple. Simply login to the Threads platform with the same login credentials you use for Instagram, acknowledge a few prompts, and bam – your account is created. As a sweet bonus, all of your Instagram followers are automatically invited to follow your newly created account on Threads!

Benefit #3: Authenticity

Threads also stands out from other social media channels that your brand may be on, such as Facebook and TikTok. The most notable difference is that Threads is more text-focused. Considering that the platform was designed similarly to X, it offers many of the same features as its counterpart, including real-time monitoring of conversations and brand mentions. However, unlike X, Threads offers a more curated and moderated experience, reducing the risk of harmful or inflammatory content appearing alongside brand messaging. 

Benefit #4: Adoption

Threads is also showing a rapid rise in brand adoption. According to MarTec, 64% of today’s major companies have joined and are actively posting on the platform. It’s also worth noting that Threads is seeing strong adoption among influencers and creators, with many partnering with brands on the platform. 

Pair these benefits with the rapid rate of user growth on the platform, and you have a good case to present to your manager, VP, or CMO on adopting Threads into your social media mix.

Alright, I’m In. Now What?

Now that you’ve been convinced to create a Threads account, you may be wondering how to get started and grow your account. The answer is pretty simple — like you would with any of your other social media channels. 

Yes, there are differences between Threads and other platforms like TikTok or Instagram. However, the formula for follower growth and engagement is pretty much the same regardless of the platform that you’re on. That formula is to observe how your target audience is using and engaging with the platform, and then lean into those conversations in a way that’s organic and relatable to your brand.

Lean Into the Conversation

Threads is a very conversational platform, with a casual tone. More often than not, you will see very short and sometimes off-the-cuff posts and replies from brands on the platform. This can actually be a welcome change from the type of content and posts you create for your other channels. For the company that I work for, which operates hotels, we lean into the casual and funny topics of events and scenarios that someone may encounter on a cross-country road trip in order to connect with our audience.

Since officially relaunching our account in the summer of 2025, we’ve grown to over 2,000 followers organically. This is not to brag, but rather it’s a sign that your brand can grow on the platform too!

You’ve Got This!

As we continue into the year, I hope you will take the time to review which platforms you can jump on to grow your brand and connect with your audience even further. While it may seem daunting to take that leap, I promise you can do it with a little preparation and research. If you get stuck along the way and need help, that’s where organizations such as the Public Relations Society of America (PRSA) and The New Professionals Section come in to help! We have a library of free webinars to sharpen your skills, along with a membership directory that members like you can use to connect with someone for guidance.

I will also add that I’m here for any questions you may have about what I wrote in this blog. Please reach out at jonathanhm10@gmail.com.

About the Author 

Jonathan Mayes is the Chair for PRSA’s New Professionals Section. He graduated from The Ohio State University in 2022 with a Bachelor of Arts in Strategic Communications and a minor in Hospitality Management. He’s currently the Social Media Coordinator at Red Roof Hotels, which is based in Columbus, OH.

As a member of PRSSA, you have access to PRSA resources that can help you find an internship, follow industry trends and network with professionals near and far. Are you making the most of your membership? 

By Nigel Becker

I joined PRSSA during my third year of college at The Ohio State University. It’s one of the best decisions I ever made, but looking back, I feel a bit of regret, too, because I recognize that PRSA offered many resources that I never took advantage of. 

As a member of PRSSA, you gain access to the majority of the benefits of PRSA membership — but I didn’t realize that back then! If I had, I would have made better use of PRSA’s wealth of resources, like free-to-students webinars, internship postings and industry trend news.

Looking back as a New Pro, here are five great ways to use your membership in PRSSA or PRSA to advance your career while you’re still a student:

1. Find an Internship or Job

The PRSA JobCenter offers a database of PR/communications jobs at all levels, from intern to VP, as well as comms-tailored resources like interview tips, making it a great job search tool for recent grads and for your future professional self alike. 

2. Stay Up to Date on Industry Trends

Are hashtags in or out? Does anyone use Threads? What are journalists saying about AI-produced pitches? The world of comms is constantly changing, and employers are looking for plugged-in grads who can help them navigate that shifting landscape. 

PRSA’s menu of resources can help you keep track of the latest updates and bring fresh insights to class discussions, job interviews, staff meetings and client calls. Daily Issues & Trends emails round up the day’s big headlines and research, while Strategies & Tactics, a monthly newspaper, provides in-depth thinking and a glimpse at what industry thought leaders are saying. 

3. Grow Your Skillset

Are you looking to learn more about AI and ghostwriting? How about podcasts, public affairs, web accessibility, (one day) launching your own agency or crisis communications? No matter what aspect of comms you want to learn about, PRSA probably has a guide, webinar or certificate for that. 

You can access many of these resources — like an “AI Prompting 101” guide — for free as a PRSA member, and other PRSA programming is heavily discounted for members.

4. Connect with PR Professionals Around the Country… 

Through PRSA New Professionals social events, you can meet other new professionals, discuss pop culture trends and build connections around the country. Other PRSA events like ICON, also discounted for members, allow you to meet other pros while growing your skillset, too.

If you want to connect with mentors and more experienced professionals, PRSA offers resources for that, too. Through PRSA’s Mentor Connect program, you can learn from people who were in your shoes a few years or decades ago.

Plus, once you’re a member of the New Professionals section, you can sign up for the New Professionals’ own forthcoming mentorship program.

5. …and in Your Community

PRSA isn’t just a national organization; it also includes more than 100 local chapters around the U.S., each of which may offer its own local events, conferences, happy hours and awards ceremonies. Local involvement can be a great way to learn about career opportunities and meet other members of your community. 

What Now?

If You’re Graduating Soon…

Make a plan to transition your PRSSA membership to PRSA. As a student member, you’ll qualify for a special rate for your first year of PRSA membership — just $67, with your first year in the New Professionals section included for free. Learn more here.

If You’re Graduating in a Year or More…

It’s not too early to take advantage of the many perks of PRSA membership! As a paying PRSSA member, you have access to almost all of the resources PRSA has to offer, and you may even qualify for a special student rate for certain workshops and conferences. 

All New Professionals programming is also free to PRSSA members. If you follow us on Instagram and connect with our leadership team on LinkedIn, you’ll stay up to date on upcoming webinars and other events to help you stay on top of industry trends and build your network. 

One More Note: Don’t hesitate to reach out to leaders from PRSSA and PRSA! They can help steer you to resources that are the best fit for you, and they’rew a great connection to have as you continue your professional journey.

About the author

Nigel Becker is an account associate at Slide Nine, a communications, public relations and digital marketing agency based in Columbus, Ohio.

In 2024, he graduated from The Ohio State University, where he served as Secretary of his PRSSA chapter and Account Lead at The PRactice, OSU’s student-run PR firm. Since 2025, he has served as the Social Media Co-Chair of PRSA New Professionals, overseeing the section’s Instagram and Facebook.

This is the continuation of a three-part series. If you’d like to read my first entry, start here. 

Hello again! First, we talked about getting in the right mindset, then we talked about preparing for the job search, finally, we will be discussing what to do for interviews and how to deal with it afterward.

Rehearse without an interview

When you think about it most behavioral interview questions boil down to a few things: Are you reliable? Are you skilled? Are you easy to work with? Look up interview questions online and write responses to them. This will give you a collection of answers to pull from depending on the question. It’s not cheating. You’re exhibiting your thought process and experiences. The only thing that changes is the possible employer. Also, think of previous positions and how they could apply to these questions as well. Remember your past is valuable. For tests and technical questions, after taking the time to learn a new skill your capability should appear naturally. If an interview doesn’t go well think of what didn’t work and review it. Don’t be afraid to ask the recruiter for feedback.

Save the Scraps

Eventually, you will need a portfolio of your writing abilities to show employers. After an unsuccessful interview or two, you may feel you aren’t getting anywhere but fear not. With every failure, there is always something to take from it. Save your writing tests. Whatever it is, a social media post, press release, or pitch. Save it, improve it, and add it to your portfolio. Don’t let the screener call and 40-minute interview be in vain. This time worked in your favor. Free material in your own words and ideas. You’re welcome.

Remember you are doing your best

Keep in mind that you are HUMAN. If you don’t get a role it usually isn’t, a reflection on you. The company will put its needs first meaning finding the person who can fill those needs. Just because they don’t think you’re a good fit doesn’t mean you aren’t skilled or have nothing to offer. No one will really know who you are in 40 min interview. Job searching can be challenging especially on your self-esteem. Remember to take breaks during your search. Meditate, exercise, consider therapy, and do things that make you happy. You work to live, you don’t live to work.

About: Mikayla Pryor was born and bred in Charleston, SC. She currently lives in Atlanta, Georgia working for Berlin Rosen on the New York Public Affairs Advocacy team. She is also the Blog Chair for the PRSA National New Pros Committee. Her hobbies include studying aerial hoop, watching anime, and feeding her beagle mix too many treats.