lots.social
Hey there, Iām Sivaguru, founder of lots.social. And if youāre like most business owners I talk to, you've probably asked yourself this question a dozen times since mid-2023 (even today): āShould my business be on Threads?ā
Itās a fair question, especially in a world already saturated with social media platforms. Adding another one to the mix feels like signing up for another part-time job, right? I get it. Your time is precious. Every platform needs to deliver real value, or itās just noise.
When Threads first launched, it was a whirlwind. Millions of sign-ups in days. Everyone was there, thenā¦ some left. But hereās what most people miss: Threads isn't just another social app. It's a Meta product. That alone changes the game.
Weāve been watching it closely at lots.social, not just as a scheduling platform that helps businesses manage their content, but as a strategic tool. We even added Threads scheduling to our dashboard because we saw its potential. So, let's cut through the hype and the skepticism. Is Threads worth your businessās time and effort? Let's dive in.
Table of Contents:
The Threads Rollercoaster: What Happened Since Launch?
Remember July 2023? Threads exploded. 100 million users in five days. It felt like the new Twitter, but without the baggage. Then, engagement dipped. Fast. The initial novelty wore off, and people realized some core features were missing. No DMs, no proper trending topics, a feed that felt a bitā¦ random.
Many businesses jumped on, posted a few times, saw low engagement, and bounced. This is a classic mistake. Social media isn't a sprint; it's a marathon. And Meta, the company behind Facebook and Instagram, doesnāt launch platforms to let them die.
Since then, Threads has been steadily adding features:
Following feed (huge!)
Web version
Search functionality
Post editing
Hashtags (now called 'Tags')
This isn't a dead platform. This is a platform in active development, backed by one of the largest tech companies in the world. Are you seeing the bigger picture yet?
Why Threads Still Matters: The Meta Advantage
Let's be brutally honest. If Threads were launched by a no-name startup, we wouldn't be having this conversation. But it's Meta. This isn't just a social app; it's an extension of the Meta ecosystem.
Hereās why that matters for your business:
Built-in Audience: It's directly linked to Instagram. Your Instagram followers can easily find you and follow you on Threads. This isn't starting from scratch; it's leveraging an existing community.
Ad Integration: Live and Evolving: Ads have rolled out on Threads, starting with tests in select markets like the U.S. in early 2025 and expanding globally by April. Meta's sophisticated ad platform is now integrated, allowing targeted campaigns managed through Instagram tools. Early adopters who jumped in during the initial rollout have gained a significant edge in mastering the format, audience behaviors, and optimization - giving them a head start as the system continues to refine and scale worldwide.
Cross-Platform Synergy: Imagine seamlessly sharing content between Instagram Stories, Reels, and Threads. Meta is building a cohesive content ecosystem. Your Instagram content can easily be repurposed or extended on Threads.
Algorithmic Push: Meta has a vested interest in making Threads succeed. Expect algorithmic boosts for early, engaging content. This is your chance to get organic reach that's increasingly difficult on other platforms.
Ignoring Threads is like ignoring Instagram in its early days. A missed opportunity. Do you want to be late to the party again?
Who is on Threads? Understanding the Audience
This is critical. Is your target audience even there? While initial demographics were broad, data suggests a few trends:
Younger Skew: Similar to Instagram, Threads tends to attract a younger demographic, particularly Gen Z and Millennials. If your business targets these groups, you need to pay attention.
Creative & Engaged: Many early adopters are creators, digital marketers, and people interested in culture, news, and trending topics. They're often more engaged and open to new ideas.
Instagram Overlap: The strongest correlation is with Instagram users. If your Instagram presence is strong, your Threads audience will likely mirror that.
Think about your existing customer base. Are they on Instagram? If yes, a significant portion is likely on Threads, or easily discoverable there. This isn't a niche platform; it's a massive, growing network.
Threads for Business: Marketing Strategies That Work
Okay, so youāre convinced it has potential. How do you actually use Threads for business without wasting time? Here are some actionable strategies:
1. Be Authentic & Conversational
Threads is more casual than Instagram. Itās about text-based conversations, quick thoughts, and showing personality. Think of it as your brand's water cooler chat. No heavily produced videos needed. Just genuine interaction.
Share behind-the-scenes: What's happening in your office? A quick thought about a new product?
Ask questions: Engage your audience directly. "What's your biggest challenge with X?"
Respond to comments: Actively participate in conversations. Don't just broadcast.
2. Leverage Your Instagram Content
This is where the Meta integration shines. You don't need to reinvent the wheel for every platform.
Expand on Instagram captions: Turn a short Instagram caption into a longer, more detailed thought on Threads.
Share links to longer content: Got a new blog post or YouTube video? Share a compelling snippet on Threads with a link.
Repurpose visuals: Share your Instagram Reels or Stories as Threads posts (with a text overlay or explanation).
3. Early Adopter Advantage: Build Authority
The playing field is still relatively open. This is your chance to establish thought leadership.
Share industry insights: What are your unique perspectives on your niche?
Offer quick tips: Provide value in short, digestible posts. "3 ways to boost your productivity today."
Engage with other industry leaders: Comment on their posts, share their insights, build connections.
4. Drive Traffic & Leads (Subtly)
While direct sales pitches might annoy, Threads is excellent for driving traffic and nurturing leads.
Link in bio: Optimize your Threads bio with a link to your website, lead magnet, or latest product.
Participate in relevant discussions: When appropriate, mention your solution to a problem being discussed.
Tease exclusive content: "Want the full guide? Link in bio to download."
5. Run Polls & Q&As
Threads has built-in features that encourage interaction. Use them!
Market research: "Which new feature would you like to see next?"
Audience engagement: "Coffee or tea to start your day?" Simple, but builds connection.
The Challenges and Limitations: What to Watch Out For
Itās not all sunshine and viral posts. Threads still has its quirks:
Analytics (Solid but Evolving): Threads Insights now offer robust metrics like demographics, views, and discovery breakdowns (rolled out fully in 2025), but they lack the advanced customization of Instagram or Facebook. Dive into engagement data to start, and pair with third-party tools for deeper analysis.
Algorithm Fluctuations: Like any new platform, the algorithm can be unpredictable. What works today might change tomorrow. Stay agile.
Less Visual than Instagram: While you can post images and videos, the core experience is text-heavy. If your brand relies solely on stunning visuals, you'll need to adapt your content strategy.
Time Commitment: Like any social platform, it requires consistent effort. You can't just post once a week and expect results. This is why tools like Lots.social are so crucial.
Are these deal-breakers? Not if you understand them and plan accordingly.
Making Threads Work For You: Practical Steps
Ready to jump in? Hereās your quick-start guide:
Optimize Your Profile: Use a clear profile picture, a concise bio, and a compelling call-to-action link.
Connect Your Instagram: This is step one for leveraging your existing audience.
Post Consistently: Aim for 3-5 posts per day initially. Mix quick thoughts, questions, and repurposed content. Use a scheduler to make this easy.
Engage Actively: Don't just post and leave. Spend 10-15 minutes a day responding to comments and engaging with other relevant accounts.
Experiment with Content Types: Try polls, questions, short videos, image carousels, and text-only posts. See what resonates.
Use 'Tags' (Hashtags) Wisely: Use 1-3 relevant tags per post to increase discoverability, but don't stuff them.
Monitor Trends: Keep an eye on what's trending in your niche and participate in relevant conversations.
Consistency and engagement are your best friends here. Are you ready to commit?
The lots.social Advantage: Streamlining Your Threads Efforts
Let's talk about that time commitment. I know you're busy. This is exactly why we built lots.social.
Adding another platform to your marketing strategy doesnāt have to mean adding hours to your workday. Our app allows you to schedule your Threads posts alongside all your other major platforms ā Instagram, Facebook, LinkedIn, Twitter, Pinterest, and TikTok ā all from one clean, intuitive dashboard.
Think about it: You can plan a week's worth of content for Threads in one sitting. Repurpose an Instagram post, tweak the caption for Threads, schedule it, and move on. No more jumping between apps, no more forgetting to post, no more manual uploads. It frees you up to focus on what matters: engaging with your audience and growing your business.
Weāve made it ridiculously easy, because your time is money. Why complicate what can be simple?
The Verdict: Is Threads Worth It for Your Business?
My honest take, as a founder who lives and breathes social media strategy: Yes, Threads is absolutely worth it for your business.
It's not a platform to replace your existing strategy, but to complement it. It offers a unique opportunity for:
Early Organic Reach: A rare commodity in today's social landscape.
Direct Audience Engagement: Build deeper connections through conversational content.
Future-Proofing: Position your brand for Meta's next big wave of social innovation and advertising.
Leveraging Existing Assets: Your Instagram audience is already there, waiting.
Don't wait until Threads is fully saturated and competitive. The time to establish your presence, understand the audience, and refine your strategy is now, while the platform is still evolving and rewarding early adopters.
Start small, be consistent, engage genuinely, and use tools like lots.social to make it manageable. You'll be surprised at the connections and opportunities you uncover.
What's stopping you from giving it a real shot?
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