Pulling on Threads: Should Marketers Make It Part of Their Strategy?

When Meta launched Threads in July 2023, the platform made headlines by attracting over 30 million sign-ups within its first 24 hours (Meta, 2023). Positioned as a direct competitor to what is now called X (formerly Twitter), Mark Zuckerberg described Threads as “an open and friendly public space for conversation.”

The hype was real. But as the dust begins to settle, marketers are now asking:
Should Threads become part of our long-term social strategy – or is it another digital flash in the pan?

In this article, we explore the current landscape of Threads, its pros and cons for brands, and how marketers can test the platform strategically – without losing focus.

Threads is tightly integrated with Instagram. You cannot create a Threads profile without an existing Instagram account—making it easy for brands to port over existing followers.

This is a major advantage for companies with strong Instagram communities. Instead of starting from zero (as with most new social channels), early adopters can inherit their follower base almost instantly.

However, unlike Instagram, Threads is primarily text-driven – a throwback to the conversational style of early Twitter/X. This opens new possibilities for brand storytelling, thought leadership, and casual community engagement.

Marketer tip: Consider whether your brand voice thrives in conversational, low-friction environments. If your brand relies heavily on polished visual content, Threads may feel off-brand without careful planning.

While Threads’ launch metrics were record-breaking, engagement quickly slowed.

• Daily active users dropped by 82% from launch highs, according to Similarweb (Aug 2023).
• Average session time fell from 19 minutes to just 3 minutes within weeks (Sensor Tower, 2023).
• Missing features (DMs, trending topics, search by keyword) remain a barrier to habitual use.

Meanwhile, X continues to dominate the real-time conversation space, especially in news, politics, and sports. But X’s own changes – reduced brand safety controls, paid verification, and algorithmic volatility – have left many brands re-evaluating their presence.

Despite waning usage, there are compelling reasons to explore Threads strategically:

First-Mover Advantage

Early adopters often benefit from organic visibility, algorithmic preference, and cultural relevance. Establishing a presence now allows brands to:

• Secure consistent @handles
• Establish early brand voice and tone
• Monitor user sentiment and platform behaviour firsthand

Organic Reach Is Still Strong

With no paid advertising yet available, the platform’s feed is largely organic. This levels the playing field for smaller brands and rewards creativity over budget.

Related read: How to Build Organic Reach on New Platforms

Audience Transfer From Instagram

Brands with significant Instagram followings can benefit from near-instant community building. Threads allows users to auto-follow the same accounts they follow on Instagram during onboarding.

Limited Functionality

Threads is still mobile-only, lacks DMs, keyword search, and robust analytics. That means no scheduling tools, limited reporting, and no third-party integrations (yet).

No Paid Ads… Yet

Meta has confirmed that ads will come—but not until the app reaches 1 billion users. If your marketing strategy relies on paid amplification, Threads won’t yet deliver that mix.

Shiny Object Syndrome

History has taught us to tread carefully. Remember Clubhouse? Once valued at $4 billion in 2020, it faded from relevance within two years. Threads may follow the same trajectory—or evolve into a foundational platform.

Rather than diving in blindly, marketers can take a test-and-learn approach. Here’s a simple evaluation framework:

To help your brand maximise value while experimenting with Threads:

• Optimise your Threads bio with branded keywords to support search visibility.
• Repurpose long-form content into conversational posts that spark replies.
• Cross-promote Threads posts on Instagram Stories and email newsletters.
• Use Threads as a low-stakes testing ground for tone-of-voice experiments.
• Log and review metrics weekly, even without native analytics (for now).

At Propeller, we’ve spent over a decade helping FTSE-listed businesses and ambitious brands adapt to the evolving digital landscape. Our approach to Threads – and any emerging platform – is rooted in strategy, not novelty.

“We don’t chase trends for the sake of it. We help brands test, validate, and scale what truly drives digital growth.”
— Lauren Pitman, Lead Project Manager at Propeller

By combining platform experimentation with robust data analysis, we ensure that every channel—from Threads to TikTok to email – serves a defined business goal.

The answer? It depends on your brand, audience, and goals.

Threads is still finding its feet. While its early momentum has slowed, Meta’s roadmap is clear: they are investing heavily in building this as a long-term player in the social space.

For now, marketers should treat Threads as a sandbox for innovation—not a core channel. Start small, test fast, and always measure results against your broader strategy.

Let’s Talk Digital Growth

Whether it’s Threads, TikTok, or a platform that hasn’t launched yet, Propeller’s growth marketing team helps brands navigate new territory with confidence.

We design and deliver digital strategies that align brand, audience, and opportunity. Get in touch to explore how we can help you build digital presence with purpose.