With how unserious Threads can be, it’s been hard to take it seriously. It seems like such a small portion of people in the world. And is it really as good as X?

Threads is on track to exceed X’s active usage, so if you’ve been holding out hope that X might make a rebound, it might be time to move that hope over to a Threads strategy. Or if you have been holding off on Threads completely thinking it might not be worth the effort, it might be time to rethink those thoughts.

Why? Let’s talk about what I’m seeing.

It’s easy to find your community

Other networks are making it harder to connect to your audience without paying. Threads is the exact opposite. It feels like old Twitter when we could find just about anyone with similar interests. That’s powerful.

If I were a business looking to find my audience, I would seriously consider Threads, even if I didn’t want to do an active presence. I would look for people who should be in my community (and those who are already) and non-promotionally engage with their posts. It’s not the ideal situation but if you are dealing with limited resources, this is a great minimum level to be at.

Not sure where to start? Look at communities that are relevant to your organization. It’s a place to start. And if you are finding it works, it’s a sign maybe you should do more.

You can go viral fast

Clients still have this fascination with going viral. If you’re really feeling pressure to deliver on that, it’s just easier to go viral on Threads. The algorithm delivers content based on interests. It doesn’t seem to prioritize who you are following. So when a piece of content gets a set of legs, it starts running fast and into so many feeds.

Concerned that it won’t be enough to be considered viral? In my experience, people are more likely to take content from Threads and share it on other networks. It was tried and true on Threads, so it’s worth experimenting with elsewhere. So your content is very unlikely to stay on Threads if it is doing well and your audience will be much wider than you think.

The storytelling is king on Threads

What I love about Threads is that the users tend to love a good story. You can tell it all at once or you can tease it out over time. They especially love a story unfolding in real time. They don’t mind reading and following along if it’s interesting.

So if you have an audience that is full of good stories, this is a fantastic place to use them. In fact, if this is all you can do on Threads, it’s definitely a strategy that will get you noticed and help you go viral (as much as I hate that as a goal). If you don’t want to go all-in on Threads quite yet, collect the stories you’ve told over the years and tell them on Threads. It’s a low-effort strategy that could get you maximum results.

Have some fun

Being overly promotional on Threads isn’t going to get you anywhere. If you and/or your higher ups are stuck in that mode, this is not a network you want to experiment with right now.

But if you work with an organization that is open to a little experimentation, then have some fun on Threads. Play with your fans, engage with potential partner brands and see what happens. You don’t have to do everything on Threads. A little bit goes a long way. The worst thing that can happen is that you realize it’s not for your brand right now and you move on. And then at least you have the information to tell your higher ups why it’s not the network for you.

Have you played with Threads? What advice would you give for someone looking to try it out?