Threads: Is Meta's New Platform a Match for Your Brand?

Meet Threads. Described as "Instagram's text-based conversation app", this new player from Meta exploded onto the scene as a direct competitor to X (formerly Twitter).

The constant stream of new platforms can feel overwhelming for business owners and ecommerce managers. Just as you master the latest algorithm on Instagram and figure out what makes a video go viral on TikTok, a new player enters the game. How do you keep up?

And more importantly, how do you know which platforms are a worthwhile investment for your brand, and which are just noise?

Not every new channel is created equal.

Let's cut through the noise, examine what the platform is and how it works, and help you decide whether this is a genuine opportunity for your ecommerce brand, or a distraction you can’t afford.

Threads 101: A Crash Course in Meta's Text-First Platform

At its core, Threads is a text-based social media app from Meta, designed as a direct competitor to X (formerly Twitter).

The platform's defining feature is its seamless link to Instagram. Users log in with their existing Instagram account, and the app even gives you the option to automatically follow the same accounts you do on Instagram.

This close connection has a massive impact on the platform's feel and function.

So, what does Threads look like in action?

• Content: Posts can be up to 500 characters long and can include links, photos, or videos up to five minutes in length.
• The Feed: Your feed is a mix of posts from accounts you follow and a wide variety of recommended content, encouraging a broader discovery experience.
• Features: It includes built-in analytics and post scheduling. For brand discoverability, you can now add up to 10 topics to your profile.

The overall vibe of the platform is a key differentiator.

While Instagram is often polished and highly curated, Threads is meant to be a more casual, authentic, and conversational space. Think of it as a place to engage in real-time conversations, not just to show off your highlight reel.

CNN

The Ad Question: Should You Be Spending Money on Threads?

When Threads first launched, a key part of its appeal was the absence of ads.

It felt like a clean, uncluttered space for organic conversation. But with the platform now integrated into the wider Meta ecosystem, that has changed.

The good news is that Threads ads are now available to "all eligible advertisers globally". This means you can extend existing Meta ad campaigns to Threads in Ads Manager.

Here’s what you need to know about advertising on the platform right now:

• The current ad format is image-only, appearing directly in-feed.
• Threads uses the standard Meta targeting tools you're already familiar with.
• Since the platform is still growing and the ad space is less saturated than on Instagram or Facebook, there's a real opportunity for early adopters. You may benefit from lower ad costs and face less competition for ad placement.

So, should you be spending money on Threads?

If you're looking for a low-cost, high-reach testing ground to complement your existing campaigns and reach an engaged, conversation-driven audience, now is a great time to start exploring.

But for brands in New Zealand and Australia, it's important to understand what that audience actually looks like.

Meta

Threads in NZ & AU: What Does the Local Landscape Look Like?

Globally, Threads' initial launch was nothing short of explosive, becoming the fastest app to ever hit 100 million sign-ups.

However, after the initial hype, a key challenge for the platform has been maintaining that high level of user engagement. For New Zealand and Australia, the story is similar.

While specific, hard data on local adoption rates isn't widely available, the overall picture shows 4.14 million active social media users in New Zealand as of January 2025. And anecdotally, community managers in Australia have reported that organic content on Threads has performed well compared to other, more saturated social channels, even if it's off a smaller base.

So, while the initial rapid growth has cooled slightly, the platform has continued to grow its user base. Threads went from 100 million monthly active users in October 2023 to 320 million in January 2025. This suggests there's a valuable, engaged audience on the platform, and not just a ghost town left over from the initial hype.

It's a space where a strategic, authentic approach could still yield significant results for brands willing to test the waters.

Backlinko

Why Else Would You Consider Threads?

So, Threads has an audience and offers advertising, but how should an ecommerce brand actually leverage it?

This platform requires a different playbook. The goal here isn't about immediate clicks or hard-sell tactics; it's about building brand awareness, community, and trust.

The key to success on Threads lies in authenticity and conversation. The most effective strategies involve being conversational and interacting with your audience as much as you post.

Here’s how to make Threads work for you:

• Use Influencer Marketing: Threads is an ideal platform for partnering with influencers for campaigns, as their posts can feel more authentic and conversational than on other channels.
• Encourage User-Generated Content: The platform’s conversational nature makes it a great space to encourage your customers to share their experiences with your products.
• Engage Directly: Participate in conversations and build a sense of community around your brand.
• Leverage the Instagram Connection: Your existing Instagram follower base can be a major asset. Since Threads is directly linked to Instagram, you can easily tap into your current community.

Ultimately, Threads isn't about selling - it's about building community. Get that right, and you’ll build an engaged, loyal audience that delivers a valuable, long-term ROI.

Meta

So, Should You Be on Threads?

Where does that leave us? Threads presents a clear opportunity for ecommerce brands, but it requires a different approach than other platforms.

This isn't a place for a barrage of highly polished, overly promotional content (which we already know doesn't work on the likes of TikTok). It's a space for genuine conversation, community building, and authentic engagement.

The most successful brands on Threads will be those that understand its unique vibe and invest in building relationships, not just chasing clicks.

In today's multi-platform world, the real question isn't whether to be on one platform or another - it's how to ensure your brand's visibility is maximised across all of them. From Threads to TikTok, and from Google's AI Overviews to its new visual search tools, a cohesive, holistic strategy is key.

Ready to get "thread-y" with your brand's social strategy? Talk to our experts today about maximising your visibility across all search surfaces, including social media platforms like Threads, and let's get your brand where it needs to be!