Threads was launched in July 2023. Threads is a place for real-time, text-first conversations. Unlike Instagram's focus on visuals, Threads provides users with a platform to share brief thoughts, updates, and links, much like Twitter (now known as X) once offered.
Since its launch, Threads has undergone rapid evolution. It's becoming a space where marketing and social media managers, especially in B2B, are starting to test brand voice, build engagement, and reach audiences that have moved away from traditional platforms like X.
What is Threads, and who created it?
Meta created threads as a companion app to Instagram. Users sign up using their Instagram credentials, and their Threads account is directly connected to their Instagram profile. This means that followers, bios, and even verification status can be carried over.
While Threads shares similarities with X, such as short posts, replies, and reposting, it was built to offer a calmer and more curated social experience. Meta positioned it as a space for community instead of controversy, and that tone has resonated with both consumers and brands.
How is Threads different from X (formerly Twitter)?
At first glance, Threads might look like a clone of X. But in reality, it functions quite differently.
Threads is closely connected to Instagram. You don't need to build a new audience from scratch, and the platform is designed to be less noisy. Content moderation is stricter, which many brands appreciate. There's no trending tab, fewer ads, and less pressure to react constantly.
X, in contrast, has shifted significantly in both tone and function. Since its ownership change and rebrand, many users have noted an increase in political content, aggressive replies, and concerns about brand safety. For marketers, this has made X feel less reliable and more volatile.
Threads provides a more brand-friendly space. While it's not as fast-paced, it offers a more stable environment for thoughtful content and conversation.
An update about Threads for 2025
Threads had a massive debut in July 2023, reaching over 100 million users in just a few days. Most of that growth was because of the connection to Instagram. But as the novelty faded, engagement declined, and people wondered whether it would stick.
Since then, Meta has released a steady stream of updates that have made Threads more valuable and appealing to marketers. These include:
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Keyword-based search
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A desktop version for web access
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A chronological feed for people you follow
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Post editing, drafts, and scheduling tools
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API access for third-party integrations
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Advertising support, now in testing
Threads has evolved from a simple app into a comprehensive platform that marketing teams can utilise as part of their overall social media strategy.
Why are brands shifting from X to Threads?
Over the last two years, many brands have taken a step back from X. The platform's changing algorithms, loosened content moderation, and increasingly toxic environment have prompted marketers to rethink their investment.
Threads offers something different. It gives brands a chance to connect with their audience in a space that feels more controlled and less chaotic. It's also an opportunity to try new types of content while the platform is still developing.
For some, Threads is a total replacement for X. For others, it's a secondary channel for more intimate, human interactions with customers and industry peers.
How are B2B companies using Threads for social engagement?
Initially, Threads primarily attracted B2C and creator audiences. However, B2B companies are beginning to explore how it fits into their marketing mix.
They are using Threads to:
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Share quick industry insights in a more conversational tone
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Repurpose LinkedIn posts in a casual, readable format
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Post live updates during events and conferences
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Connect with employees and partners informally
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Showcase company culture without the polish required on other platforms
Threads works exceptionally well as a space to show brand personality and engage in light-touch conversation. It's not about hard selling but about staying visible and relevant.
What are the benefits and limitations of using Threads for brand communication?
Benefits
Threads provides marketers with early visibility while the platform is still in its growth phase. It's less crowded, which means more room to stand out. Its integration with Instagram makes account setup and audience building easier. Meta's approach to moderation and safety also gives marketing teams more confidence when sharing content.
Limitations
The platform is still in development, and some key features are either missing or limited. For example, Threads doesn't offer detailed analytics, direct messaging, or trending topics. Also, many audiences, particularly in the B2B sector, are not yet active on the platform. For time-sensitive campaigns or rapid response, it may not be the ideal choice.
Still, for many brands, the pros outweigh the cons, especially if the goal is to experiment, build presence, and stay ahead of the curve. Threads should definitely be checked and tested.
How is Threads integrated with the broader Meta ecosystem?
One of Threads' most significant advantages is its close integration with Instagram. Signing up is simple, and audience migration is seamless. Posts on Threads can be easily shared to Instagram Stories or the main feed, helping marketers maximise the value of the content they create.
Over time, Threads is expected to become increasingly integrated with Meta's business tools. That means marketers will likely be able to manage Threads alongside Facebook and Instagram through platforms like Meta Business Suite.
This makes Threads an easy add-on for teams already managing Meta channels.
How do Brands and professionals use threads on LinkedIn and beyond?
Threads isn't directly linked to LinkedIn, but marketers are finding ways to use both platforms together.
For example, they might post an in-depth update on LinkedIn, then take a key quote or takeaway and repurpose it on Threads. Or they might test new messaging in Threads before publishing a more formal version on LinkedIn.
Threads is also being used to engage with influencers, employees, and partners in a more relaxed setting. It offers a nice contrast to the professional tone of LinkedIn, helping brands feel more human and approachable.
The "leaving X" moment: Threads as a new real-time channel
A significant trend in the social media world has been the quiet but clear move away from X. Many brands and influencers that once relied heavily on the platform have reduced their presence or left altogether.
While some individuals such as reporters or analysts are turning to platforms like Substack to own their audience and build deeper relationships, brands are finding a new home on Threads.
Threads provides companies with a way to maintain real-time communication without the unpredictability of X. It's a platform that connects and shares updates in real-time. It engages with communities more positively and productively. For marketing and social media teams, that shift is both strategic and overdue.