The Rise of Threads: Integrating the Expanding Platform into Your 2025 Influencer Marketing Strategy

What makes Threads different from other social media platforms?

Threads is most similar to X and Bluesky–a microblogging network that was originally part of Twitter. These text-centric platforms offer something vastly different to video and photo-based platforms like Instagram or TikTok.

The text format encourages conversations and builds communities more readily, focusing on idea transfer rather an entertainment.

But unlike the text-based forum Reddit, where users remain anonymous, Thread’s users tend to reveal their identities. This increases credibility and adds a stronger element of responsibility.

Threads also has a 500-character limit but content may include links, images, and videos (up to five minutes in length). This is likely due to the Threads linking seamlessly with Instagram.

Recent data reveals that 96% of Threads users maintain active Instagram accounts, while 80% regularly engage across multiple Meta platforms. This cross-platform integration has proven crucial for brands seeking to expand their social media presence through influencer partnerships.

This cross-platform integration is another differentiator. Threads is focused on decentralisation and uses ActivityPub, an open, decentralized protocol for social networks. ActivityPub allows different social media platforms and applications to communicate with each other. This means that users can use platforms in a cohesive manner rather than switching between them constantly.

This may prove useful for brands running complex campaigns. However, for now, Threads doesn’t allow ads. The only way to launch campaigns on the platform currently is through influencer marketing.

Demographics: Who's using Threads?

Threads’ popularity is on the rise, but who exactly is driving that growth?

When it comes to location, India leads the way as the platform’s largest user base. According to Meta, Indian users are highly active, often tagging others in posts, which has boosted Threads’ visibility and adoption. Brazil also sees high engagement, likely influenced by its ban on X pushing users towards alternative platforms.

The US is makes up 13% of Threads downloads, likely because it’s the home of Musk and the political drama surrounding him.

The UK is not one of the top ten adopters of Threads, and there’s little data available to tell us how many users are from the UK.

However, David Carr (Editor, News Insights & Research at SimilarWebs) shared that Threads is seeing significant growth in the UK–far more than its competitor, Threads. He suggests that around 1 million people in the UK check Threads daily.

Here’s a snapshot of some more Threads demographics:

• 58% male users
• 21% aged 18-24
• 29% aged 25-34
• 19% aged 35-44
• 14% aged 45-54
• 10% aged 55-64
• 6% aged 65+

For brands, this audience profile offers clear opportunities. With 37% of users aged 18-24, Threads is a great place for youth-focused campaigns. While male users dominate in numbers, female users tend to have higher engagement rates, a crucial insight for tailoring campaigns. Understanding these dynamics will help you make the most of this growing platform.

The unique features of Threads that influencers can leverage

Threads also offers several unique tools that set it apart from traditional social platforms. The platform's quote-post feature enables brands to amplify influencer content while adding their own perspective, creating layered conversations that drive deeper engagement.

The platform's thread-building capability allows brands to create narrative arcs through connected posts, perfect for product launches or behind-the-scenes content. Polls and real-time feedback mechanisms help brands gauge audience sentiment instantly, while the platform's focus on text-based storytelling encourages authentic discussions between influencers and their followers.

Cross-posting capabilities streamline content distribution, letting innfluencers repurpose successful Instagram content while maintaining engagement across both platforms. The absence of hashtags has led to more organic discovery through conversation participation rather than keyword targeting.

Expected Results and Goal Setting for Influencer Campaigns on Threads

Threads is a new platform. And brands should focus on setting realistic goals that prioritise engagement and authenticity rather than rapid growth.

Leverage Threads’ strengths by encouraging influencers to spark discussions around your industry, share behind-the-scenes moments, or post relatable stories.

Stay true to the platform’s community guidelines—which emphasise meaningful, respectful interactions—to establish your brand as a trusted voice in this emerging space.

Take advantage of this opportunity to experiment and refine your strategy. Threads is still evolving, and your early efforts to align with its tone and purpose will set the foundation for long-term success.

Content types: How to use Threads for marketing?

Playful, conversational brand content is taking off on Threads.

But how can you use influencers to engage audiences?

To succeed on Threads, focus on authentic conversations rather than overt promotions. The platform’s conversational nature thrives on sharing insight from the creators, latest product releases, and everything from the topics that matter to your audience. Behind-the-scenes sneak peeks, industry trends, and in-depth thread series are particularly effective in building engagement.

Content formats to explore on Threads:

• Carousels: Use swipeable visuals to share product launches, tutorials, or campaign highlights.
• Text Threads: Encourage influencers to create multi-post stories or insights on industry trends.
• Single Visual Posts: Share high-impact visuals that tie into a compelling narrative or discussion.
• Polls and Questions: Spark audience interaction by inviting opinions or insights.
• Live Event Updates: Provide real-time commentary or behind-the-scenes coverage of events.
• Reposts from Instagram: Leverage cross-platform content to boost visibility and engagement.

Allow discussions to develop naturally, fostering meaningful connections that resonate with your audience.

How to identify the right influencers for your brand on Threads

Finding the right influencers for Threads involves more than just follower counts. The platform’s emphasis on conversation means your focus should be on creators who engage authentically and drive meaningful dialogue.

Start by evaluating how potential influencers contribute to the Threads-specific experience. Look for those who craft engaging threads that spark conversations rather than relying solely on cross-posted Instagram content. Influencers who blend creativity with the world, like sharing live event updates or diving into industry trends, are often the most impactful on this platform.

Authenticity is key. Choose influencers whose tone and approach align naturally with your brand’s voice. The best collaborators are those who use Threads to facilitate discussions and showcase thought leadership through insightful responses, which creates a sense of community. Influencers are now more niche than ever. And marketers can use creators'

Additionally, consider their engagement patterns. Look for influencers who interact consistently with their audience—whether it’s replying to comments, initiating polls, or building a series of connected posts. Pay attention to how they incorporate Threads-specific features like carousels or thread series, as this shows a deeper understanding of the platform’s potential.

Finally, analyse their broader social media presence. Ideal candidates will maintain a cohesive brand across platforms while offering distinct value on Threads. This balance ensures they can authentically connect with their audience while amplifying your brand’s message effectively.

Case studies: Influencer partnerships on Threads

Major companies like Wendy’s, Pepsi, Google, and Netflix have already jumped onto Threads, leveraging their existing brand voices to engage audiences. These early adopters demonstrate the value of being present on emerging platforms, even with simple strategies such as witty posts or cross-platform promotions.

Pokémon: Engaging Communities Through Enthusiasts

The Pokémon franchise has successfully tapped into Threads. @pokemonnewsuk is the "Official Threads account for Pokémon in the UK & Ireland!" It has 42K followers and regularly posts pictures and engaging questions.

The Pokémon Company International set a Guinness World Records™ title for the longest unboxing livestream, marking the launch of the Scarlet & Violet—Surging Sparks expansion for the Pokémon Trading Card Game (TCG). Over a 24-hour marathon, more than 30 content creators from across Europe unboxed over 20,000 cards, opening 1,500 booster packs and revealing exclusive Pokémon Center merchandise.

Key highlights included:

• A surprise appearance by Pikachu to celebrate the achievement as the Guinness World Records certificate was awarded.
• Many unboxed cards were donated to charities like Barnardo’s in the UK, spreading holiday cheer.
• Fans could rewatch the live stream on Twitch and participate in upcoming giveaways hosted by participating creators.

Peter Murphy, Senior Director of Marketing, praised the teamwork of marketers behind the campaign, which enhanced community engagement and brand excitement. The event successfully tied a record-breaking spectacle to the launch of a key product, fostering fan enthusiasm while supporting charitable causes.

Their approach on Threads was simple and only focused on re-posting from Instagram. However, this is a useful starter strategy for brands growing their online presence and sparking public conversations on Threads.

On the new app, influencers such as @pokegirlrach and @serebii_joe shared content about the record attempt. These creators are Pokemon megafans who share exclusive updates, engage with the gaming community, and create conversations around upcoming releases.

These creators then posted their content about record attempts on their Instagram accounts and cross-posted it on Threads. It's an easy way to connect with target audiences across multiple platforms.

Fashion Nova: Instagram Repurposing

Fashion Nova takes a simple yet effective strategy: seamlessly reposting Instagram content. While the approach isn’t flashy, it’s smartly tailored to Threads’ unique ecosystem, demonstrating how simplicity can drive results.

By repurposing Instagram content, content creators ensure consistent branding while saving time and costs. It allows the brand to have a presence on the new app without launching a complex campaign.

Below, influencer Amber Phillips shares her Fashion Nova ad on Threads.

Key performance indicators (KPIs) specific to Threads

Measuring campaign success on Threads requires tracking metrics unique to the platform's conversation-focused nature. Beyond standard engagement rates, monitor thread depth - how far conversations extend beyond initial posts - and response quality through sentiment analysis tools.

Track cross-platform performance by comparing engagement on shared content between Threads and Instagram. Pay special attention to reply-to-post ratios and conversation longevity, as these indicate genuine audience connection rather than passive consumption.

Use Threads' native analytics alongside specialized tools to measure both quantitative metrics and qualitative factors like conversation context and community building. Create custom UTM parameters for any external links to accurately attribute traffic and conversions from your influencer partnerships.

Measuring return on investment on Threads demands a unique approach that differs from traditional social platforms. While standard metrics like reach and impressions provide baseline data, Threads' conversation-centric nature requires tracking thread depth and response quality as primary success indicators.

Brands can leverage Threads' built-in analytics alongside custom UTM parameters to monitor both direct engagement and downstream conversions. The platform's integration with Instagram enables cross-platform performance tracking, helping brands understand the full impact of their influencer partnerships across Meta's ecosystem.

Future Growth Predictions

Meta's text-based platform shows promising expansion potential, with analysts predicting Threads revenue to reach $8 billion by 2025 through the introduction of advertising. The platform's planned integration with the fediverse in late 2025 will open new possibilities for cross-platform influencer campaigns.

User growth projections suggest Threads will surpass 400 million monthly active users by mid-2025, driven by strong adoption in emerging markets and enhanced creator tools. The platform's focus on conversation-driven content positions it to capture a significant share of brand marketing budgets.

Threads influencer marketing agencies and platforms

A few platforms and agencies are already launching campaigns on Threads, such as The Influencer Marketing Factory.