Are People Using Instagram Threads?

Instagram Threads was the newest viral app sensation with over 30 million sign-ups in its first day. This text-focused app launched by Instagram in July 2023 is in response to Twitter’s transformation to X that came over the last year or so after coming under new ownership. Meta CEO Mark Zuckerberg says it’s time for a public conversation app with 1 billion people on it, and X has had the opportunity to build this — but just hasn’t nailed it. 

Does Instagram's answer to X have any real staying power, and are people still using it? Let’s find out. 

In this blog, we discuss:

• What is Threads by Instagram?
• How does Threads compare to other social media platforms?
• Are people still using Instagram Threads? 
• How to use Threads.
• How to use Instagram Threads to foster community.
• Instagram Threads brand examples.
• Should your brand use Instagram Threads?

Threads is Instagram's app for sharing text updates and participating in public conversations. This app is made for creators, brands and casual posters who want a new and separate space from Instagram (and other social channels) to share real-time updates and thoughts and join relevant community-based conversations worldwide. 

A single post can be up to 500 characters long and feature links, photos and video up to 5 minutes long. You can add as many replies to these posts to turn them into a true ‘thread’.

With any new platform, you must compare it to the heavyweights that we know and (usually) love. But what makes Threads different? Though many apps boast their positive impact on community building, Instagram Threads has something special that allows all posters, casual and brand alike, to do one thing – truly be themselves. Threads fully lean into showing up on social media as authentically as possible, which is timely considering the rise of the importance of brand authenticity on other platforms and on social as a whole.

Is Threads really that unique in comparison to its competitors? Let’s examine their similarities and differences.

Threads vs. Twitter

X, formerly known as Twitter, is the most direct comparison to Threads right now. Threads have been openly positioned to rival X and does so in just about every way. Both apps visually look and feel similar, and the basic capabilities are almost identical. With many more years under its belt, X has additional features like direct messaging, Spaces and Communities, but it seems like new Threads users do not miss these elements.

All in all, if you’re an avid X user, Threads will feel very comfortable to you.

Threads vs. Instagram

Although it’s technically a spin-off of Instagram, Threads doesn’t compare to Instagram in any way. It’s important to think of Threads as a complement to Instagram rather than a direct comparison. Both work together to aid in public conversation. Instagram is through photos and videos, and Threads is mainly through text. Threads is a true community builder and ‘Instagram for your thoughts’. 

When Threads first launched in the summer of 2023, the app had an astounding number of daily users — over 49 million, to be exact. It’s only natural for an app to have a lot of usage in the early days as users want to see what it’s all about and whether it's something they’re interested in using long-term. It’s also only natural to see that number decrease over time as the shine wears off and users return to their typical scrolling habits. Now, the average number of daily active users on Threads sits around 576K, a much more humble amount. 

To answer the question: are people still using Threads? Yes. Though fewer than before.

Who Uses Instagram Threads?

So, who exactly are those 576K average daily Threads users, and where do they live? 37% of Threads' most active users are between the ages of 18 and 24, meaning this app is extremely popular among Gen Z. 63% of Threads users are older than 24 years-old, meaning this platform resonates with millennials most, while Gen Alpha has yet to show major interest in Threads. Demographically, Threads was most popularly downloaded in India, followed by Brazil and the U.S. and continues to be the most popular in these countries.

To no one's surprise, Threads is extremely user-friendly. The intuitive platform is reminiscent of X, making the learning curve minimal and the time it takes to get started even less. Here’s how to get started. 

How To Sign Up for Threads

Signing up is the easiest element of Instagram Threads. Many existing Instagram users receive notification alerts that mutual followers are on Threads and getting the opportunity to sign up right then and there (after downloading the app, of course). 

Once you’re in the app, you can use all the same information as Instagram, like username, bio and even your link-in-bio too. You even have the ability to follow all of the same accounts. For ease and recognition, we recommend using the same information. Using the same information makes it easier for your community to find you on the app. But, of course, that is not mandatory if you’re looking to start fresh.

If you haven’t gotten any notifications to download Threads on your Instagram, don’t fret. You can find in in the app store by searching Threads.

How To Navigate the Instagram Threads App

Now for the fun part. With Threads, there isn’t necessarily much to ‘explore’, but it never hurts to familiarize yourself with all of the app's elements. These are the basics of what you will find: 

• The profile button takes you to your profile, where you can see your posts and edit your account.
• The home button will bring you to an algorithm-based feed filled with content from popular accounts and those you follow. 
• The search button allows you to search for specific accounts and content.
• The create post button in the middle allows you to create and publish new threads.
• The heart button is where all your account activity is stored, such as replies, mentions and even a specific tab for when you’re interacting with verified accounts. 

How To Post Your First Instagram Thread 

Creating a post on Threads is simple. You can easily share your thoughts through the ‘create post’ in the middle of the navigation bar at the bottom of your screen. The great thing about public conversation apps like this is that they can be extremely casual, meaning if this is your first post, it doesn’t need to be (and shouldn’t be) some sort of sales pitch. Introductions on an app where most people use the same username and post to the same followers are not necessary, but a ‘hi, we’re on Threads now!’ can go a long way. 

Threads is a platform focused on community, bonding and real conversations. Not manufactured posts to sell or promote. Brands are actively practicing community-based marketing by engaging with their loyal followers from other platforms and other brands, too, by engaging in casual conversation and replying to questions and comments.

Here’s how brands can foster community on Threads.

Ask Questions

Spark conversation among your community by posing questions. A brand in the beauty industry might want to ask users what their favorite product is or ask users about an unconventional way they use one of their products. This is a great way to start a conversation among users, engage with your audience and delve deeper into their thoughts and feelings about your brand.  

Reply to Your Community

Asking questions and engaging with your community is a great way to drive engagement, so make an effort to reply to users' relevant mentions of your brand. Answer questions, reply to comments and respond to feedback when appropriate. Brands could even use this opportunity to share feedback with their customer service team and solve problems that otherwise might have gone unnoticed by your brand. 

Share Behind-the-Scenes Content

Since Threads is a text-based app, brands can share behind-the-scenes content differently than they do on Reels or TikTok. Behind-the-scenes content doesn’t necessarily have to be video footage, so use Threads as an opportunity to get creative. For example, beauty maven Bobbi Brown shares photos from product shoots and her morning drink routine in a Threads update — a simple glimpse at an important figure behind a brand is entertaining and interesting and can encourage engagement. 

Drive Traffic

While Threads is the perfect platform to drive engagement and foster community, it’s also an opportunity to drive conversions and website traffic with LikeShop. LikeShop is a link-in-bio solution that lets brands share links to their storefront, specific product pages and any other website link. Brands can also foster community this way since a link-in-bio is a great way to funnel users who are interested in visiting your website to other online spaces where you can continue the conversation and foster community — whether it’s a YouTube video or another website page where users can comment, like or share.  

As previously mentioned, many brands are swiftly taking the leap over to Instagram Threads and adding the new app to their repertoire – for now. Here are some of the earliest adopters of the app and how they’re choosing to make their presence known on Instagram Threads. 

Pepsi

Pepsi is one of the most well-known brands in the world. Because of this, the brand doesn’t waste time on Threads sharing basic information or trying to overtly sell their product. Instead, it uses almost every single post to actively engage with its audience by asking questions, jumping on trends, sharing new launches and starting conversations about what type of pizza goes best with Pepsi or when Pepsi has made you try something new. 

Ryanair

Ryanair is already known for pushing boundaries on social and Threads is no exception. While you may expect to see Threads about flight deals or general air travel information, its feed is the complete opposite. It’s often short one-liners, ‘relatable’ thoughts and even the occasional roast. Of course, this type of content is extremely well-received by users as they love to see a brand not taking its strategy so seriously and having a little fun. 

NBA

With over 8.8 million followers on Threads, the NBA has a strategy to watch and learn from. The NBA uses the app pretty similarly to other apps like Instagram or X by providing game highlights, player spotlights and can often be seen reposting and interacting with other basketball-related accounts to ensure fans are getting the most accurate and up-to-date information possible. The NBA has identified what works and as the saying goes ‘if it ain’t broken, don’t fix it.’

Should Your Brand Use Instagram Threads?

As much as we would love to give a straight yes or no answer to whether Threads is a worthwhile venture, it really depends on your brand’s capacity. Luckily, if you already have an X/Twitter marketing strategy in place, the apps are quite interchangeable in terms of specs and limits. That said, don’t dive head-first into using your Twitter content on Threads. Spend some time learning the app creating original content and then decide if it’s worth dedicating its own pillar within your content strategy. If there’s one thing to say about Threads, it’s that community building has never been easier.

Instagram Threads Pros and Cons

Instagram Threads offers a new, text-centered space for brands and users to engage in real-time conversations. While it presents exciting opportunities for community building, there are some limitations to consider.

Pros

• Real-Time Engagement: Threads enables brands to connect instantly with audiences, encouraging fast-paced conversations and organic engagement.‍
• Fediverse Integration: Threads’ connection to the Fediverse lets brands reach a broader audience beyond Instagram’s ecosystem. With this decentralized network, users and brands can interact with others on platforms like Mastodon, creating additional exposure and engagement.‍
• Simplicity and Focus: The app’s minimalist approach and lack of ad content create an uninterrupted experience, allowing brands to engage without competition from paid posts.

Cons

• Privacy Concerns: As part of Meta, Threads faces scrutiny over data privacy, which may deter some users and limit brand engagement.‍
• Limited Analytics and Features: With fewer analytics and engagement tools than Instagram or Facebook, Threads may not provide brands with the insights needed to measure impact fully. However, platforms like Dash Hudson now offer Threads analytics, empowering brands to better understand performance and optimize their strategies on the platform.

Can you use Threads without Instagram? 

No. To create or gain access to your Threads account, you must sign in with your Instagram account credentials. While this is convenient for users already on Instagram, it can pose an annoyance to those who are not and who will need to make an Instagram account to gain access. 

Can you delete Threads without deleting Instagram?

Thankfully, yes. When Threads first launched there was a claim that you could not delete your Threads account without also deleting your Instagram account. This is not true, and means that users have the ability to delete their Threads without removing their Instagram. That being said, if you delete your Instagram account, your Threads account will also be deleted. 

Can you share Instagram Threads posts to Instagram Stories?

Yes, you can – and it’s exceptionally easy. Once you’ve made your post on Threads, open it and click the ‘Share’ icon. You’ll see an option to ‘Add to Story,’ which will open the post within your Instagram Stories on your Instagram app. You can edit or leave your post exactly how it is and publish it the way you would post any other Instagram Story. 

Can you use Threads on desktop?

Yes. Just type threads.net into your search bar to find the desktop version of the app. You will need to sign into your account again before you can see your feed.