Threads, Instagram’s conversation-driven app, is rapidly emerging as a go-to platform for brands seeking new ways to engage with audiences.
As businesses and individuals search for alternatives to X (formerly Twitter), Threads is gaining momentum, reshaping the digital marketing landscape.
Recent research conducted by social media management tool Sprout Social underscores this trend.
The Q1 2025 Pulse Survey revealed that 57% of marketers already post on Threads, with an additional 23% planning to establish a presence by year-end.
B2C Brands Lead the Charge
The study highlighted a significant disparity between B2C and B2B adoption of the platform.
While 64% of B2C brands are actively leveraging Threads, only 19% of B2B brands have followed suit.
This shift aligns with changing audience behaviours, as 36% of marketers reported that their audiences have migrated to Threads and other emerging platforms like BlueSky, Lemon8, and Mastodon.
Layla Revis, Sprout Social’s vice president of social, content, and brand marketing, articulated the platform’s potential: “Threads expressed its ambition to make ads on the platform as interesting as organic content. This is exactly what today’s consumers want: content that feels authentic, original, and tailored to their online experience.”
The Influence of Authentic Content
Threads’ unique approach to advertising positions it as a fertile ground for brands to develop engaging and authentic content.
Revis pointed out that consumers today embrace ads when they are relevant and entertaining—a trend driving the rise of influencer marketing.
Indeed, the survey found that 59% of marketers plan to increase collaborations with influencers this year.
Additionally, 92% reported that influencer content outperforms organic content in terms of reach, and 90% noted better engagement rates.
Content Strategies for Threads
The research revealed diverse strategies among marketers on Threads.
Over half (52%) of respondents plan to repurpose content from other platforms, while 26% intend to create unique content specifically for Threads.
This content-driven approach, paired with strategic influencer partnerships, is proving instrumental in boosting brand visibility and engagement.
Importantly, 65% of marketers expressed confidence in their ability to measure the return on investment for influencer marketing campaigns.
The Future of Advertising on Threads
If Threads continues to help brands strike a balance between authentic organic content and engaging ads, it may redefine how brands interact with consumers online.
The platform’s ambition to integrate ads seamlessly into the user experience positions it as a potential leader in the evolving social media landscape.
As marketers adapt to shifting audience preferences, Threads offers a promising opportunity to build meaningful connections with consumers—delivering content that resonates in a digital age driven by authenticity and engagement.
