For a platform many were ready to write off as another Silicon Valley experiment that fizzled, Threads has quietly been building a steady, authentic ecosystem. While it’s not grabbing headlines the way Instagram Reels or TikTok trends do, Threads is far from dead. In fact, some brands are thriving, and in ways that feel refreshingly unfiltered.
Here’s a look at six ways brands are winning on Threads, and how you can learn from them.
1. Being Human. Not Just “Brand Human.”
If there’s one place where over-sanitized corporate voice doesn’t work, it’s Threads. Unlike platforms where algorithmic reach rewards polished content, Threads favors conversational, even chaotic energy.
Take Pop-Tarts. They’re not trying to sell you on their latest frosting flavor every second. Instead, they’re joking about “vibes,” chaos, and whether or not they’d win a fight against other snacks. It works because it feels like a real person is behind the account, not a committee-approved brand voice.
Lesson: Drop the polish. Bring the personality. If your brand can’t laugh at itself or jump into a ridiculous thread about “which breakfast item would survive a zombie apocalypse,” maybe Threads isn’t the place for you yet.
2. Joining the Cultural Conversation Early (and Often)
Timing is everything, and brands that understand internet culture know that Threads rewards now. The window to jump on a trending meme or cultural reference might be tighter than on X or TikTok, but it’s more forgiving here because the competition is thinner, and the audience more engaged.
Duolingo and Slim Jim have mastered this. They’re lurking, watching, and jumping into pop culture chatter as it unfolds. Not days later.
Lesson: Loosen your approval pipelines. Set brand-safe guardrails, yes, but leave room for agility. If your team sees a moment, move fast before it’s stale.
3. Using Threads as a Think-Aloud Playground
Some brands are using Threads like a digital whiteboard. They’re not just posting finished thoughts, they’re posting half-thoughts. Questions. Open loops. Even things they’re unsure about.
This gives followers a chance to chime in and feel like part of something that’s unfolding live. It’s less “here’s our campaign” and more “we’re building this in public.”
Case in point: indie brands and creators in fashion and tech who test names, ask for design opinions, or workshop product ideas. It feels raw in a good way.
Lesson: Think of Threads as your brainstorming booth. Let people see the rough edges of your thinking. It might just lead to your next viral product idea, or, at the very least, a deeper connection with your most loyal fans.
4. Breaking the “Visual First” Rule
Instagram trained brands to always lead with an image. But Threads flips that idea. It’s a text-first space, and brands that understand the power of a clever line, or even a badly formatted rant, are standing out.
This isn’t to say visuals don’t work. But they’re not required. In fact, Threads is where your words need to stand alone, like a well-written tweet used to before the memes took over.
Alo Yoga has experimented here by mixing thoughts on wellness with short, tweet-like quips. Sometimes, the post is the point, and there’s no need to dress it up.
Lesson: Revisit your brand’s copywriting chops. What does your brand sound like without a visual aid? If it’s forgettable, time to rework your tone of voice.
5. Leaning Into Micro-Communities
Threads might not feel like it has the massive reach of other platforms, but what it does offer is intimacy. There’s a smaller but deeply tuned-in user base. That means niche posts don’t just survive, they thrive.
Whether it’s sneakerheads, skincare nerds, indie music fans, or DTC founders, there’s a circle on Threads where these conversations are happening in real time.
Small brands are using this to great effect. They’re not chasing scale. They’re building cult-like followings by showing up consistently and staying on-topic in their niche.
Lesson: Don’t aim for virality. Aim for resonance. Use Threads to go narrow and deep, not broad and shallow.
6. Using Threads as a Listening Tool, Not Just a Megaphone
The temptation with any new social platform is to broadcast. But brands that win on Threads are doing just as much listening. They’re replying to comments, jumping into user threads (without hijacking), and referencing what their audience said two days ago.
This gives a sense of continuity and care. It’s not just about showing up. It’s about staying present.
Look at Glossier. They’re not flooding Threads with promos. They’re interacting. Asking how people are doing. Following up on product feedback. It feels more like a friend checking in than a brand selling stuff.
Lesson: Think of Threads as a dinner party, not a press conference. Speak when you have something meaningful. But also listen, really listen, and let your audience know you heard them.
So, Should You Be on Threads?
Threads may not have the scale of Instagram or the chaotic virality of TikTok, but for certain brands, it’s becoming a quiet powerhouse. The stakes feel lower, but that’s the point. It’s a place to experiment, be real, and connect without the pressure of the perfect post.
You don’t need to be everywhere. But if your brand thrives on conversation, agility, or cultural relevance, Threads is worth a second look.
And yes, it’s still very much alive. Some brands are just a little better at keeping the heart beating.
