Threads is gaining popularity among businesses primarily because it offers high visibility with minimal effort, increased engagement, and a natural extension for brands already on Instagram. Its algorithm pushes content to relevant audiences even without a large following, making it easier for businesses to get discovered and grow their community organically.
Key reasons why businesses are embracing Threads include:
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High user growth and engagement: Threads reached over 100 million users within five days of launch and continues to grow, with 275 million monthly active users as of late 2024. Users spend an average of 34 minutes monthly on the app, opening it about 20 times per month, indicating strong engagement.
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Influencer marketing opportunities: 59% of marketers plan to partner with creators on Threads in 2025, with 92% saying influencer content performs well, helping brands reach wider audiences authentically.
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Community building and interaction: Threads encourages conversations through its structured format, allowing brands to engage directly with followers, foster loyalty, and build brand communities. Brands like Netflix and Wendy’s use Threads to share exclusive content, humor, and real-time interactions that humanize their presence and boost engagement.
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Local and niche connections: Small businesses benefit from connecting with local communities and niche audiences on Threads, finding networking opportunities, referral partners, and clients more easily than on other platforms.
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Content versatility without video pressure: Unlike TikTok, Threads allows businesses to create text-based content that still reaches relevant users, making it accessible for brands that prefer writing over video.
Overall, Threads’ combination of rapid user growth, algorithmic content distribution, influencer integration, and community-focused features makes it an attractive platform for businesses aiming to increase visibility, engagement, and authentic connections with their audience.
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