Threads App

A Thread on Threads

Forget the so-called UFC fight between Zuckerberg and Musk… Zuckerberg is going head-to-head with Elon with the launch of Meta’s all-new Threads – the Twitter dupe you didn’t know you needed! Here’s what we know about what is being labeled as “the Twitter killer”, the “fastest growing consumer app ever” (dethroning ChatGPT in that role), and the platform social media managers are quickly becoming savvy on (we’re loving the slightly chaotic while also relatable vibes we’re seeing out there!)

Cheeky intros aside, our team has put together an overview of what you need to know about the new platform. As with most nascent social channels, this is an evolving space, so keep checking back here as we update with new features and guides for brands on the platform. 

What we know so far:

Meta launched its new Twitter-like social app, ‘Threads’, on July 6th.

However, due to increased data privacy protections in the EU, Threads won’t immediately be available to European users.

According to Business Insider, a range of high-profile users were sent an on-boarding guide ahead of launch, which advised them to post to Threads twice a day, at least, in order to get accustomed to the new app (good tip for brands getting on the platform).

On its launch, Threads had surpassed more than 5 million sign-ups in 4 hours, and broke the 100 million mark in the first 5 days.

Similar to Twitter, Threads allows users to post text updates of up to 500 characters to a centralized feed.

  • Users are also able to interact via likes, replies, and reposts, and include links, photos and videos up to five minutes long.
  • It is rumored that a hashtag and edit feature will be rolled out soon.
  • There are currently no ads on Threads – though we expect to see that as Meta builds the community and works out any kinks in the product – or current in-app metrics, again something we anticipate they will build into the app in time. 
  • Rumors have been circulating that deleting your Threads account will delete your Instagram account. Instagram’s Adam Mosseri clarified that this feature is being worked on and added, “I’ve been getting some questions about deleting your account. To clarify, you can deactivate your Threads account, which hides your Threads profile and content, you can set your profile to private, and you can delete individual threads posts – all without deleting your Instagram account. Threads is powered by Instagram, so right now it’s just one account, but we’re looking into a way to delete your Threads account separately.” (via Threads).

Early buzz:

In an effort to generate early buzz for the platform, Meta reached out to celebrities such as Oprah, Dalai Lama, Adrian Wojnarowski, Gary Vee, and more about posting to the app (we love an influencer marketing launch program!)

Other celebrities and influencers already on Meta Threads include:

    • Jack Harlow
    • Gordon Ramsay
    • Zayn Malik
    • Shakira
    • Jennifer Lopez
    • Kim Kardashian
    • Tom Brady
    • MrBeast

Brands and outlets that got on Threads early include the below – with many making their debut posts very relatable and expressing initial confusion about what to do on the forum:

    • ASOS
    • Spotify
    • Dunkin
    • Chipotle
    • Complex
    • Bleacher Report
    • Rolling Stone

How brands and users are treating Threads:

Brands and users are treating Threads similarly to Twitter – though many are leaning into the early stages of it all with witty references to wondering how it all works.

  • When it comes to Tone of Voice and Content, brands are bringing the same Tone of Voice and content but are more focused on being more engaging and fun rather than educational and informative.
  • Companies and brands already on the platform have been sharing memes and short Open Ask questions in efforts to get their community involved and excited about the platform.
  • Meanwhile, brands have been avoiding sharing any link cards, articles, or long-based text posts.

What this means for brands:

Seeing Threads’ early success, HOW recommends that brands sign up for the platform. With more than 100 million sign-ups and notable brands already jumping into the platform, users are curious about how it works and are excited to try it out. This creates a great opportunity for brands to have fun with their communities through fun and engaging content as well as find opportunities in real-time brand conversations. Here are some quick tips for success. 

  • Claim your brand’s username (even if you aren’t ready to actively post)
  • Set up you profile with a good profile pic and bio (you can import it directly from Instagram)
  • Add a relevant URL
  • Make an intro post so your account isn’t empty – don’t be afraid to have fun with it! 
  • Lean into your TOV
  • Use Threads the same way you would use Twitter 
    • Post updates 
    • Start conversations 
  • Keep copy and videos short and sweet
  • Always keep your audience in mind when posting
  • Don’t forget about Community Management! If your fans are taking the time to chat with your brand, thank them with a response!

If you need help launching your brand on Threads, reach out to our team at!