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.