Spoiler: It’s complicated, but it could be your next power move.
When Meta launched Threads, the internet exploded with hot takes. Within five days, the platform hit 100 million sign-ups, making it the fastest-growing app of all time. Everyone from tech bros to taco brands flocked to it like it was digital gold.
But a few months in, things got quieter. The hype cooled. The “X” formally known as Twitter was still staggering along. And marketers were left asking: Is Threads the next big thing… or just another flash in the app pan?
At Digital Cheddar, we’ve been watching the Threads saga closely and testing it ourselves. Here’s what you need to know if you’re thinking about adding it to your marketing stack.
What is Threads Exactly?
Threads is Meta’s text-first social platform, integrated with Instagram. Think: Twitter vibes, but run by the people behind Facebook and Instagram.
- Posts can be up to 500 characters (more if you’re verified).
- You can attach links, images, carousels, and videos up to 5 minutes.
- It’s connected to your Instagram account. Easy sign-in, but no hashtags or DMs (yet).
It’s like Twitter’s more polished younger cousin: less chaotic, less news-heavy, and more about community and conversations.
The Rise, Fall (and Maybe Rise Again?)
Yes, engagement dipped after the launch hype. But let’s be real… every platform has growing pains. Meta’s playing the long game. They’re integrating search, hashtags, a web version, and creator monetization tools. In other words, they’re building the infrastructure Twitter left behind.
Who’s Still Thriving on Threads?
- Bold DTC brands (think: Duolingo-level sass)
- Media outlets repurposing micro-content
- Creators testing lo-fi thought leadership
- Brands prioritizing community over conversion
The platform is lighter, more playful, and less spammy than X. For brands that want to build trust and voice (not just impressions), Threads offers a unique playground.
What Brands Need to Know (and Do)
1. Don’t Sell. Start Conversations
Threads isn’t a sales floor. Keep it casual, curious, and community-driven.
2. Adapt, Don’t Copy-Paste
Repurpose content smartly. Break down long posts, simplify, and match the tone. Think “group chat,” not billboard.
3. Show Some Personality
This is your brand’s chance to be fun, honest, or even weird. Ditch the polish. Be human.
Should You Be On Threads?
Yes, if:
- You want to build a brand voice
- You’re already strong on Instagram
- You’re willing to experiment without guaranteed ROI (yet)
Maybe not yet, if:
- Your audience lives and dies by LinkedIn
- You don’t have the team for fast-moving content
- You’re strictly performance-first (Threads has no ads… for now)
The Digital Cheddar Take: Try, Tweak, and Talk
At Digital Cheddar, we tell clients: Don’t chase platforms. Chase conversations.
Threads isn’t Twitter 2.0. It’s something new. And that’s a good thing.
If you’re a brand ready to experiment, connect, and build trust, this is your window. Post raw ideas. Be early. Find your voice before the masses arrive.
Want help crafting a Threads strategy that actually sounds like you? Let’s talk. Our team can help you thread the needle (sorry, we had to).
