{"id":679587,"date":"2026-08-14T13:18:37","date_gmt":"2026-08-14T16:18:37","guid":{"rendered":"https:\/\/www.mlabs.com.br\/?p=679587"},"modified":"2026-08-14T13:18:37","modified_gmt":"2026-08-14T16:18:37","slug":"threads-marketing","status":"publish","type":"post","link":"https:\/\/www.mlabs.io\/en\/blog\/threads-marketing\/","title":{"rendered":"Why your brand needs Threads marketing (before your competitors win)"},"content":{"rendered":"\n

With over 200 million users just one year after its launch<\/strong>, Instagram Threads became the fastest-growing app in social media history.<\/p>\n\n\n\n

The network arrived to compete with X (formerly Twitter) and sparked discussions about how audiences would behave on this channel.<\/p>\n\n\n\n

Globally, adoption has been strong.<\/strong> In the United States, Threads surpassed X in daily active users as early as December 2023, according to Apptopia. Other markets have followed similar trends, though adoption rates vary by region.<\/p>\n\n\n\n

If you want to understand how Threads can help your brand, how to create an account, and even how to schedule posts like a true expert, continue reading.<\/p>\n\n\n\n

What is Instagram Threads?<\/h2>\n\n\n\n

Threads is a text-focused app<\/strong> where everyone has something valuable to share and can feel comfortable saying it. This definition comes from Joana Rocha, Technical Partner Manager at Meta, during a webinar with Rafael Kiso, CMO of mLabs, on the brand’s YouTube channel.<\/p>\n\n\n\n

She explains that the platform is the ideal place to find your community, share your point of view, reach new audiences, and participate in public conversations.<\/p>\n\n\n\n

This last point appears to be Threads’ main focus: encouraging conversations with different people, unlike what happens on other popular Meta apps like Facebook and Instagram.<\/p>\n\n\n\n

“Threads is about conversations. Use the tool to foster people’s opinions.”<\/em>
\u2014 Joana Rocha, Technical Partner Manager at Meta<\/p>\n\n\n\n

Launched on July 5, 2023, Threads aims to offer a real-time interactive experience focused primarily on text-based content, though it also supports images and videos.<\/p>\n\n\n\n

Integration with Instagram allows you to follow everyone you already follow, as well as import your avatar, bio, and other information. According to Instagram:<\/p>\n\n\n\n

“Our vision with Threads is to take what Instagram does best and expand that into text, creating a positive and creative space to express your ideas.”<\/em><\/p>\n\n\n\n

Global data shows Threads reached 100 million sign-ups in its first five days, the fastest user growth of any platform to date. By early 2025, the app had surpassed 320 million monthly active users worldwide, with particularly strong traction in India, Brazil, and Japan.<\/p>\n\n\n\n

\"telas<\/figure>\n\n\n\n

Source: Blog Instagram<\/p>\n\n\n\n

How does the Threads algorithm work?<\/h2>\n\n\n\n

The Threads algorithm works through artificial intelligence that automatically determines the type of content and the order in which it appears in the feed.<\/p>\n\n\n\n

The system then predicts which content has the highest chance of attracting user interest and generating interaction.<\/p>\n\n\n\n

This is why Threads is an ideal environment for meeting new people and joining discussions, even with users you do not follow. It is like a party where you do not know anyone, but suddenly you find yourself in the middle of an amazing conversation about series, travel, and recipes, all at the same time.<\/p>\n\n\n\n

According to Joana Rocha from Meta, the factors that influence the algorithm are:<\/p>\n\n\n\n

Probability that you will like a post or not:<\/strong> based on the number of posts viewed, likes, and interactions with the author\u00b4s content.<\/p>\n\n\n\n

Probability that you will scroll past a post instead of interacting with it:<\/strong> influenced by viewing frequency, engagement with the author\u00b4s posts, and overall audience reach of those posts.<\/p>\n\n\n\n

Probability that you will click to view replies on a post:<\/strong> affected by clicks on other people\u00b4s replies, replies viewed, engagement with the author\u00b4s posts, and recent activity on Threads.<\/p>\n\n\n\n

Probability that you will follow the author of a post:<\/strong> determined by post views, recent Threads activity, recent followers, Community Guidelines compliance, and profile views of the author on Instagram.<\/p>\n\n\n\n

Probability that you will click on the author\u00b4s profile:<\/strong> based on profile click frequency, click-through rate, Community Guidelines compliance, and Instagram profile views of the author.<\/p>\n\n\n\n

What content formats are allowed on Threads?<\/h2>\n\n\n\n

Threads launched as a text-first platform, but it has quickly evolved to support multiple content types. Knowing which formats work best on Threads can mean the difference between a post that flops and one that sparks thousands of replies. <\/p>\n\n\n\n

Below is a detailed breakdown of every format available and how to use each one effectively.<\/p>\n\n\n\n

Text<\/h3>\n\n\n\n

Text is the heart of the platform. Each post supports up to 500 characters, which gives you significantly more room than X\u00b4s 280-character limit. <\/strong><\/p>\n\n\n\n

This extra space allows for deeper thoughts, better storytelling, and more nuanced arguments. Use text posts to share opinions, ask questions, start debates, or announce news. <\/p>\n\n\n\n

The most successful Threads text posts often begin with a strong hook in the first sentence to stop the scroll. Think of it as a blend between a tweet and a mini blog post.<\/p>\n\n\n\n

Image<\/h3>\n\n\n\n

You can share photos directly in your posts, just like on Instagram. Images appear prominently in the feed and can help your text stand out. <\/strong><\/p>\n\n\n\n

Use high-quality, relevant visuals that reinforce your written message. <\/p>\n\n\n\n

Screenshots of data, product photos, behind-the-scenes shots, and infographics all perform well. Unlike Instagram, Threads does not reward overly polished aesthetics. Authentic, real-world images often generate more conversation than studio-produced content.<\/p>\n\n\n\n

Video<\/h3>\n\n\n\n

Threads supports short videos, similar to Instagram Reels but integrated into the text feed. Videos autoplay as users scroll, making them highly effective at capturing attention. Keep videos under 60 seconds for optimal completion rates. <\/strong><\/p>\n\n\n\n

Use them to demonstrate products, share quick tips, react to trends, or add a human face to your brand. Videos with captions perform significantly better since many users scroll with sound off.<\/p>\n\n\n\n

GIF<\/h3>\n\n\n\n

GIFs are animated loops that add personality and humor to your posts. They are perfect for reacting to other users, emphasizing a point, or lightening the mood during serious discussions. <\/strong><\/p>\n\n\n\n

Threads pulls from Giphy\u00b4s library, so you have access to millions of options. Use GIFs sparingly. One well-placed GIF can make a post memorable. Too many can feel chaotic.<\/p>\n\n\n\n

Link<\/h3>\n\n\n\n

Links inserted into Threads posts are fully clickable. Better yet, they do not count toward your 500-character limit. <\/strong><\/p>\n\n\n\n

This is a major advantage over platforms that hide links or restrict them. Use links to drive traffic to your blog, product pages, case studies, or YouTube videos.<\/p>\n\n\n\n

Always add context before the link explaining what users will get when they click. A simple “here is why this matters” works better than dropping a naked URL.<\/p>\n\n\n\n

Emojis<\/h3>\n\n\n\n

Emojis are welcome on Threads and serve as visual punctuation for your text. Use them to highlight key words, signal tone, or break up long sentences. <\/strong><\/p>\n\n\n\n

One emoji at the end of a sentence can clarify whether you are being funny, serious, or sarcastic. Avoid emoji overload. Two to three per post is plenty. More than five starts to look unprofessional.<\/p>\n\n\n\n

Polls<\/h3>\n\n\n\n

Polls are one of Threads\u00b4 most underrated features. You can create simple two-option polls or multiple-choice questions directly inside any post. <\/strong><\/p>\n\n\n\n

Polls drive high interaction rates because they require almost no effort from users. Use them to gather feedback, test product ideas, or settle debates.<\/p>\n\n\n\n

Polls also train the algorithm to show your content to more people. Every vote counts as engagement, and the algorithm loves engagement.<\/p>\n\n\n\n

Voice threads<\/h3>\n\n\n\n

Voice threads allow you to record and share audio messages within a conversation. This format adds a human touch that text and images cannot replicate. <\/strong><\/p>\n\n\n\n

Your tone, pace, and emphasis carry emotional weight that written words often miss. <\/p>\n\n\n\n

Use voice threads for announcements, storytelling, or responding to complex questions. Keep recordings under two minutes for best results. Longer clips see significant drop-off in completion rates.<\/p>\n\n\n\n

What formats do Threads users engage with the most?<\/h2>\n\n\n\n

A study conducted by mLabs analyzed the like rate of 72,000 posts on Threads to determine which formats users prefer. The research revealed the following results:<\/p>\n\n\n\n

Format<\/strong><\/td>Like Rat<\/strong><\/td><\/tr>
Image<\/td>3%<\/td><\/tr>
Video<\/td>2,03%<\/td><\/tr>
Text<\/td>1,64%<\/td><\/tr>
Carousel<\/td>1,53%<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Images stand out with the highest like rate at 3%, making them the most engaging format on Threads.<\/strong> This suggests that despite Threads being positioned as a text-first platform, visual content still drives stronger reaction from users.<\/p>\n\n\n\n

Photos catch attention quickly and require less cognitive effort than reading text, which may explain their performance advantage.<\/p>\n\n\n\n

Videos follow closely with a 2.03% like rate, showing solid engagement performance.<\/strong> Short-form motion content keeps users on screen longer and conveys messages faster than static posts. <\/p>\n\n\n\n

Brands should consider integrating video into their Threads strategy, especially for tutorials, product highlights, or behind-the-scenes clips.<\/p>\n\n\n\n

Text posts achieved a 1.64% like rate, remaining an efficient option despite being more simple.<\/strong> Pure text still works well on Threads, particularly for opinion pieces, questions, and discussion starters. <\/p>\n\n\n\n

The format may generate fewer likes than images or videos, but text often drives higher reply and conversation rates, which the algorithm also values.<\/p>\n\n\n\n

Carousels showed the lowest like rate at 1.53%, trailing behind all other formats.<\/strong> Multi-image posts appear to underperform on Threads compared to how they perform on Instagram. <\/p>\n\n\n\n

Users may be less willing to swipe through multiple slides in a text-centric environment. Brands should use carousels selectively, reserving them for content that genuinely needs multiple frames to tell a complete story.<\/p>\n\n\n\n

What are the key features of Threads?<\/h2>\n\n\n\n

One of the main functionalities of Threads is the control users have over the conversations they want to join<\/strong>.<\/p>\n\n\n\n

For example, you can configure your feed to show posts from anyone, only from accounts you follow, or only from mentioned accounts. This flexibility allows users to tailor their experience based on how much noise they want to see versus how focused they want their feed to be.<\/p>\n\n\n\n

Additionally, you can hide unwanted words or phrases from your feed<\/strong>, search results, profile, and replies. This filtering feature is particularly useful for brands and creators who want to avoid spam, negative keywords, or distracting topics. <\/p>\n\n\n\n

Setting up a muted word list takes less than two minutes and instantly cleans up your Threads experience.<\/p>\n\n\n\n

What is the “Trending” section on Threads?<\/h3>\n\n\n\n

In the “Trending” section of Threads, users find current topics and conversations relevant to their interests<\/strong>. The algorithm surfaces these trends based on a combination of what people are discussing in real time, what accounts you follow are talking about, and broader platform-wide spikes in conversation volume.<\/p>\n\n\n\n

Trending topics help brands identify timely opportunities to join larger discussions, add their perspective, and gain visibility beyond their existing follower base. Posting around a trending topic that aligns with your brand voice can significantly increase reach, provided you add genuine value rather than forcing an irrelevant connection.<\/p>\n\n\n\n

How to create an account on Instagram Threads?<\/h2>\n\n\n\n

It is very simple. <\/strong>Open your Instagram app and go to your profile. Tap the menu icon (three lines) in the top right corner. You will see the “Threads” option appear. Tap it, and a “ticket” page will open inviting you to join the app.<\/p>\n\n\n\n

Tap “Download app” and you will be redirected to your device\u00b4s app store to complete the download.<\/p>\n\n\n\n

Once the download is finished, open the Threads app. You will be prompted to either connect your Instagram account or switch to a different account.<\/p>\n\n\n\n

Log in to the Instagram account you have chosen. Then select whether you want a public or private Threads account. Public accounts allow anyone to see and reply to your posts, which is the recommended choice for brands and creators. Private accounts restrict visibility to approved followers only.<\/p>\n\n\n\n

Accept all terms and notices. Review the Community Guidelines briefly, then check the box and proceed.<\/p>\n\n\n\n

After these simple steps, your account will be created. You can immediately start creating content, following people, and joining conversations. Your Instagram profile picture, bio, and verification status (if applicable) will carry over automatically, saving you setup time.<\/p>\n\n\n\n

How to view Instagram Threads?<\/h2>\n\n\n\n

After downloading the app and creating an account, you can see all posts from other users right on your home screen.<\/strong> The app makes recommendations for posts it thinks you will like, making it easier to discover people and start following them.<\/p>\n\n\n\n

How to add Threads to your Instagram bio?<\/h2>\n\n\n\n

By following the account creation steps outlined earlier, your Threads account will be automatically linked to your Instagram bio. <\/p>\n\n\n\n

You do not need to manually add anything. The link appears automatically once both accounts are connected. Just verify that the link shows up correctly on your Instagram profile.<\/p>\n\n\n\n

How to follow everyone from Instagram on Threads?<\/h2>\n\n\n\n

Account linking also allows you to follow all the users you already follow on Instagram. When creating your account, you will see an option that says “follow all\u201d.<\/strong><\/p>\n\n\n\n

Tap it, and Threads will automatically follow every account you currently follow on Instagram. This saves hours of manual searching and following.<\/p>\n\n\n\n

How to do marketing on Threads?<\/h2>\n\n\n\n

Before explaining how to use Threads for a brand, you need to determine whether your company even needs to be on Threads.<\/p>\n\n\n\n

Here is what our Social Media manager at mLabs said about this:<\/strong><\/p>\n\n\n\n

“In this case, an analogy to X (Twitter) makes sense. If your brand is not on X, it probably does not make much sense to be on Threads either, because the content structure is practically the same.”<\/em>
\u2014 Milena Bortolani, Social Media Manager at mLabs<\/p>\n\n\n\n

In other words, before creating a profile for your brand, evaluate whether it fits within your social media strategy and how the brand will position itself on this network.<\/p>\n\n\n\n

With that in mind, here are the key tactics. Milena also shared several tips you can apply on this network.<\/p>\n\n\n\n

Influencer marketing<\/h3>\n\n\n\n

Influencer marketing is trending on Threads. If partnerships with influencers are already in your brand\u00b4s plan, Threads might be a good channel to test. Influencers on Threads tend to have highly engaged followings who are actively looking for conversations rather than passively scrolling.<\/p>\n\n\n\n

Interaction and connectivity<\/h3>\n\n\n\n

Interacting with users on Threads is essential for increasing both reach and connection. Unlike platforms where posting and leaving works, Threads rewards brands that stay and participate. Reply to comments. Answer questions. Join existing discussions. Every interaction signals the algorithm that you are a real participant, not just a broadcaster.<\/p>\n\n\n\n

Natural dialogue<\/h3>\n\n\n\n

Threads is not a network focused on direct selling. It is a better channel for building relationships with your audience so that they consider making a purchase at some future point. Focus on adding value, answering questions, and showing personality. Sales messages feel out of place here. Save those for Instagram Stories or email.<\/p>\n\n\n\n

During a webinar hosted by Meta and mLabs, Joana Rocha added several important tips.<\/p>\n\n\n\n

Authenticity<\/h3>\n\n\n\n

According to Joana, Threads is a “low-pressure environment. That is why Meta encourages you to be open and authentic.”<\/p>\n\n\n\n

This means you have the freedom to be yourself without the pressure of perfection often felt on other social networks. Threads is the perfect space to share spontaneous ideas, thoughts of the moment, and even experiment with different content approaches. Imperfect posts often perform better than overproduced ones.<\/p>\n\n\n\n

Exclusive content for Threads<\/h3>\n\n\n\n

Joana also says that one of the keys to standing out on Threads is creating posts exclusively for the platform rather than simply resharing content from Instagram.<\/p>\n\n\n\n

Although integration with Instagram makes it easy to import followers and profile information, Meta encourages users to take advantage of Threads\u00b4 unique space to bring something new.<\/p>\n\n\n\n

By focusing on content designed specifically for this network, you avoid repeating posts your audience has already seen elsewhere. <\/p>\n\n\n\n

You also reinforce the authenticity that Threads promotes. Conversations are fast and direct, meaning posts made especially for Threads have a better chance of resonating with audiences, generating more engagement and interaction.<\/p>\n\n\n\n

Beyond these tips, a professional approach to Threads marketing should also include the following practices.<\/p>\n\n\n\n

Goal definition<\/h3>\n\n\n\n

Define your brand\u00b4s objectives on Threads and plan the type of content you will share. Think about how you can provide value to your target audience through informative, inspiring, or entertaining posts. Write down three to five specific goals, such as growing followers by 20% in three months or generating 50 replies per week.<\/p>\n\n\n\n

Consistent activity<\/h3>\n\n\n\n

Maintain an active presence on Threads by posting regularly. This helps build an engaged community around your brand. The algorithm favors accounts that post daily. Even one post per day performs better than five posts one day followed by four days of silence.<\/p>\n\n\n\n

Measurement and analytics<\/h3>\n\n\n\n

Track results and market data to understand how the network is evolving in relation to user behavior. This allows you to make more strategic decisions. mLabs provides more data than Threads\u00b4 native analytics tool, making it possible to obtain insights that boost growth on the platform.<\/p>\n\n\n\n

Remember that Threads is a fast, real-time communication platform. Monitor and respond promptly to user comments and messages. Delayed responses hurt your reputation here more than on other networks because conversations move quickly.<\/p>\n\n\n\n

How do hashtags work on Threads?<\/h2>\n\n\n\n

On Threads, hashtags work very simply: you can only use one hashtag per post. <\/strong>Unlike other platforms where you can add up to 30 hashtags, Threads keeps the focus on grouping one main topic at a time. <\/p>\n\n\n\n

This makes hashtag usage more concise and direct, helping to create specific and targeted conversations within the network.<\/p>\n\n\n\n

Why does Threads limit hashtags to just one? The platform prioritizes conversation quality over discoverability volume. A single, well-chosen hashtag signals exactly what your post is about. The algorithm then groups your post with others using the same tag, allowing users to explore that specific topic without drowning in loosely related content.<\/p>\n\n\n\n

For brands, this means you should choose your one hashtag carefully. Ask yourself: is this the exact term someone would search to find my post? If not, pick a different one.<\/p>\n\n\n\n

How to schedule posts on Threads with mLabs<\/h2>\n\n\n\n

With a new social network on the market, mLabs would not be left behind. Through the largest social media management platform in Latin America, you can schedule Threads posts along with other networks including Instagram (Stories, Reels, and Feed), Facebook, TikTok, LinkedIn, Pinterest, Google Business Profile, and more.<\/p>\n\n\n\n

Here is the step-by-step process to schedule Threads posts using mLabs:<\/p>\n\n\n\n

1.<\/strong> In the top menu, click on “Schedule post”.<\/p>\n\n\n\n

2.<\/strong> Select which profile you will use for scheduling.<\/p>\n\n\n\n

3.<\/strong> Choose which channel you are posting to. In this case, select Threads.<\/p>\n\n\n\n

4.<\/strong> Enter your post caption. Remember that Threads allows up to 500 characters, so write accordingly.<\/p>\n\n\n\n

5.<\/strong> Upload your image or video if applicable. From here, you can edit the image directly within the platform or create one from scratch using the integrated Canva tool. This saves you from jumping between different design apps.<\/p>\n\n\n\n

6.<\/strong> Set the date and time for your publication. You can schedule posts days or even weeks in advance, which is essential for maintaining consistent activity on Threads without logging in daily.<\/p>\n\n\n\n

7.<\/strong> Once all adjustments are made, you now have three options: send for approval, publish instantly, or schedule. The approval option is particularly useful for agencies and teams where content needs manager review before going live.<\/p>\n\n\n\n

8.<\/strong> Within the scheduling option, you also have additional choices: schedule and boost, publish now and boost, or save as draft. These boosting options integrate with paid promotion workflows, allowing you to move from organic posting to advertising without re-creating your content.<\/p>\n\n\n\n

Ready to put Threads on autopilot?<\/strong> Start your free trial on mLabs today<\/a>. No credit card required. Test 100% of the platform’s features, including Threads scheduling.<\/p>\n","protected":false},"excerpt":{"rendered":"

With over 200 million users just one year after its launch, Instagram Threads became the fastest-growing app in social media history. The network arrived to compete with X (formerly Twitter) and sparked discussions about how audiences would behave on this channel. Globally, adoption has been strong. In the United States, Threads surpassed X in daily […]<\/p>\n","protected":false},"author":29,"featured_media":621391,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-679587","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media"],"acf":[],"lang":"en","translations":{"en":679587,"pt-br":621390,"es":678942},"_links":{"self":[{"href":"https:\/\/www.mlabs.io\/en\/wp-json\/wp\/v2\/posts\/679587","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mlabs.io\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mlabs.io\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mlabs.io\/en\/wp-json\/wp\/v2\/users\/29"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mlabs.io\/en\/wp-json\/wp\/v2\/comments?post=679587"}],"version-history":[{"count":0,"href":"https:\/\/www.mlabs.io\/en\/wp-json\/wp\/v2\/posts\/679587\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mlabs.io\/en\/wp-json\/wp\/v2\/media\/621391"}],"wp:attachment":[{"href":"https:\/\/www.mlabs.io\/en\/wp-json\/wp\/v2\/media?parent=679587"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mlabs.io\/en\/wp-json\/wp\/v2\/categories?post=679587"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mlabs.io\/en\/wp-json\/wp\/v2\/tags?post=679587"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}