Should You Be on Threads? A Data-Backed Guide for Businesses
When Threads launched, it felt like a quick replacement for a struggling Twitter. Everyone rushed in. Brands started posting. Creators experimented. Then… things got quiet.
Now the question isn’t “What is Threads?”
It’s: “Is Threads actually worth it for my business?”
Let’s break it down properly, with data!
The Reality: Threads Is Still Growing (Fast)
Threads isn’t dead. It’s just misunderstood.
The platform surpassed 400 million monthly active users in 2025
It’s seeing over 140 million daily users, even outperforming X (Twitter) in mobile usage
Growth has been explosive, doubling its user base in under a year
That’s not a small platform. That’s a massive, still-forming audience.
But growth alone doesn’t mean opportunity.
The Catch: Engagement Isn’t What It Looks Like
Here’s where most people get it wrong.
Yes, Threads is growing, but:
Engagement rates dropped by around 18% year-over-year
Some reports show even steeper declines depending on how engagement is measured
That sounds bad… but it’s actually normal.
When a platform grows quickly:
More users = more content
More content = diluted engagement
Algorithms shift to prioritize different signals
In other words:
It’s not that Threads isn’t working; it’s that the rules are still being written.
Threads vs Instagram: Different Games Entirely
Most brands fail on Threads because they treat it like Instagram.
That’s the mistake.
Instagram = polished, visual storytelling
Threads = raw, conversational content
Threads rewards:
Replies over likes
Conversations over aesthetics
Speed over perfection
If Instagram is your portfolio…
Threads is your voice.
The Biggest Opportunity (That No One Is Talking About)
Right now, only a small percentage of brands are actually posting consistently on Threads.
That means:
Less competition
More organic reach
Easier visibility if you show up consistently
This is the same pattern we saw with:
Early TikTok
Early Instagram Reels
The difference?
Threads isn’t about trends, it’s about perspective. If you copy/paste a post from somewhere else that got a ton of engagement, it will quickly be seen that you’re not being authentic and will cause an exodus of potential followers away from your brand and content.
What Actually Performs on Threads
Data and platform behaviour are pointing to a few clear winners:
1. Conversation-First Content
Threads prioritizes replies and discussion depth, not just likes
Translation:
If your post doesn’t invite a response, it dies.
2. Simple Visuals > No Visuals
Even though it’s “text-first,” posts with images can outperform text-only by a large margin
Translation:
Don’t overproduce, add context.
3. Fast, Frequent Posting
The algorithm favours early engagement (first 15–30 minutes)
Translation:
Consistency beats perfection and if you’re posting, be around for a while to engage strategically.
4. Opinions Over Information
Threads isn’t where people go to learn.
It’s where they go to:
React
Agree
Disagree
Talk
Translation:
Safe content gets ignored.
So… Should You Be on Threads?
Here’s the honest answer:
You should be on Threads if:
You can show up consistently (even 3–5 posts/week)
You have opinions, not just promotions
You want to build brand voice and trust not just visibility
You’re already creating content and can repurpose it
You shouldn’t prioritize Threads if:
You’re struggling to stay consistent on Instagram or TikTok
Your content relies heavily on high-production visuals
You’re only focused on direct conversions (for now)
The Strategic Takeaway
Threads isn’t a replacement platform; it works great with Instagram if you use it smartly and link the two together.
It’s a layer.
Use:
Instagram to showcase
Threads to connect
Because right now, attention is shifting toward brands that feel human again and that’s what Threads is built for!
Most brands are waiting to see if Threads “sticks.” The smart ones? They’re already there, figuring it out while it’s still quiet and sometimes, wonderfully hilarious and confusing!
If you’re unsure if Threads is a tool to add to your repertoire, don’t fret, this is exactly why brands are bringing social media managers on board, not entirely for content management but also for strategy.