Threads: Should Brands Use It for Influencer Marketing?

Meta’s new Threads app has been making waves in the social media world. As a text-based companion to Instagram, Threads promises a more conversational, community-driven platform. But should brands – especially those working with micro influencers, e-commerce sellers (like Amazon sellers), marketers, and content creators – embrace Threads for influencer marketing? In this casual yet informative guide, we’ll explore how Threads fits into the influencer landscape, its reach and engagement versus Instagram, TikTok, and X (formerly Twitter), and actionable tips for using Threads in micro-influencer and UGC campaigns. Let’s dive in and get “thread-y” with it!

What Is Threads and Why It Matters in Influencer Marketing

Threads is a social app launched by Meta (Instagram’s parent company) in July 2023 as a platform for text-first sharing and public conversations. Think of it as Instagram’s chatty sibling – posts can be up to 500 characters and include links, images, or short videos. The vibe on Threads is often described as authentic and conversational, with many users noting its “good vibes” and community feel reminiscent of early social media days. This conversational nature provides fertile ground for authentic engagement and storytelling, which is crucial for brands aiming to connect genuinely with audiences.

In less than a year, Threads has grown rapidly. It reached 100 million sign-ups in its first week, and by Q4 2023 had 130 million monthly users according to Meta. The growth continued into 2024 – in fact, by late 2024 Threads was estimated to have around 275 million active users, showing steady momentum (though still fewer users than more established platforms). For context, that’s already more than half of Twitter/X’s active user base. With this kind of early traction, Threads has caught the attention of marketers. A Sprout Social survey in late 2023 found 70% of marketers were already using Threads, with another 21% planning to start. And tellingly, about 45% of marketers are leveraging Threads as part of their influencer marketing efforts. In short, Threads is new but it’s no small fry – it’s quickly becoming a platform brands cannot ignore.

So why does Threads matter for influencer marketing? In one word: engagement. Threads is built for back-and-forth interaction. Influencers and content creators can start conversations, ask questions, and reply to fans in real time – fostering a sense of community. Early data shows Threads posts often spark high engagement. Buffer’s analysis of 10+ million posts found a median engagement rate of 6.25% on Threads, significantly higher than X’s 3.6%. This suggests users on Threads are very responsive, likely due to the novelty and the tighter-knit, less “noisy” network. With fewer brands and creators competing for attention (for now), micro influencers have an easier time standing out on Threads, and audiences seem eager to interact. For brands prioritizing authentic connections – the kind that micro influencer campaigns excel at – Threads’ engagement-friendly design is a big plus.

Finally, Threads is tightly integrated with Instagram. Users sign up with their Instagram accounts and can port over their followers. This means many micro influencers and creators who built followings on IG jumped onto Threads with a ready-made audience. For brands already working with influencers on Instagram, Threads offers a quick way to extend those campaigns into a new format. It’s not about abandoning polished Instagram photos or viral TikToks, but adding a new channel for casual conversation and community-building. As we’ll explore, this can be especially useful for campaigns involving micro influencers and user-generated content (UGC), where authenticity and dialogue are key.

Micro Influencers, E-Commerce and UGC: Where Does Threads Fit?

Micro influencers – those niche creators with smaller (but highly engaged) followings – have become a secret weapon for brands in recent years. Their authenticity and close-knit communities translate into outsized impact: studies show consumers are 82% more likely to act on a recommendation from a micro-influencer, and engagement rates can be up to 60% higher for micro influencers compared to macro influencers. In other words, a micro influencer’s audience might be smaller, but they trust that creator more and interact with their content more actively. For e-commerce brands and Amazon sellers, this is gold. Micro influencers’ followers listen to their product suggestions, leading to more genuine word-of-mouth marketing. No wonder 69% of brands now work with nano/micro influencers, prioritizing authenticity over sheer follower count.

So, how does Threads come into play? Think of Threads as a new arena for micro influencer campaigns – one that emphasizes conversation and community. Traditionally, a micro influencer campaign might involve Instagram posts or Stories showing a product, TikTok videos demonstrating it, and maybe some YouTube or blog content. Threads adds another dimension: the influencer can talk about the product in a spontaneous, conversational way, sparking dialogue with their followers. It’s like the difference between a prepared speech and an open coffee shop chat. On Threads, a creator might start a thread like, “I’ve been trying out this new organic coffee maker – ask me anything about it!” or “Unboxing my latest Amazon find from Brand X… first impressions in the comments 👇”. This invites followers (and the brand itself) to reply, ask questions, and share their own experiences. The result is rich UGC and community buzz – exactly what brands want from micro influencer collaborations.

Consider how valuable this could be for an Amazon seller. Let’s say you have a new kitchen gadget. Instead of (or in addition to) purely polished posts, you have 50 micro influencers posting on Threads about their real experience using it: their honest thoughts, maybe a funny anecdote or a tip. Their followers chime in with questions or “I need that!” comments. As a brand, you can jump into the thread to engage or clarify features (in a friendly, non-salesy way). This public dialogue does two things: (1) it creates a trove of authentic testimonials and FAQs that you can later screenshot or repurpose (with permission) as social proof, and (2) it drives curious readers to check out the product themselves. In fact, influencers can include a link to your Amazon listing or mention a discount code in their Thread posts. Over a campaign, those Threads discussions can funnel a steady stream of warm leads to your Amazon page. A real-world example: sustainable brand Blueland used a large micro-influencer campaign to drive Amazon sales – 211 micro influencers activated via Stack Influence (a micro-influencer agency) posted across channels, including mentions and links to Amazon, which boosted Blueland’s Amazon ranking by 6× and yielded a 13× return on investment in sales. That was before Threads existed, but imagine a similar coordinated effort including Threads conversations – the impact could be even more “stacked.”

Lastly, Threads can help humanize brand-influencer collaborations. Because the tone on Threads is casual and even “playful” for many brands, influencers can drop the overly polished act and be more real. This aligns with what today’s audiences crave – according to the Sprout Social Index 2025, consumers value content that is authentic, relatable, and entertaining, rather than overly polished or purely product-centric. Threads by design pushes for authenticity (there are no crazy filters or editing tools for a text post with maybe one photo). For micro influencers known for keeping it real, this is a natural extension of their style. The bottom line: Threads fits into micro influencer and UGC campaigns as the conversational glue – it’s where the story continues after the Instagram post or TikTok video, through genuine dialogue, Q&A, and community storytelling.

Threads vs. Instagram, TikTok, and X: Reach and Engagement

How does Threads stack up against the social media heavyweights in terms of raw reach and engagement potential? Let’s compare some numbers and features to get the full picture. Below, we have charts comparing the user base (reach) and typical engagement rates of Threads versus Instagram, TikTok, and Twitter (X):

Platforms like Instagram, TikTok, X, and Threads have vastly different audience sizes. Instagram leads with around 2 billion monthly active users (MAUs), making it one of the largest social platforms globally. TikTok isn’t far behind, recently surpassing 1.5 billion MAUs thanks to its explosive growth. Twitter (now X) has a smaller but still substantial user base (~586 million MAUs). Threads, being the newest entrant, launched in 2023 and quickly amassed over 100 million users in its first week, climbing to an estimated 200–300+ million MAUs by 2024. While Threads’ user count is still catching up to the big networks, it’s already roughly half of Twitter’s size and continuing to grow. For brands, this means Threads offers access to a sizeable community – albeit not as massive as Instagram or TikTok – but one that may be more niche and engaged.

As the chart above shows, Instagram and TikTok dwarf Threads in sheer scale, which is expected given they’ve been around much longer. If your goal is maximum reach, those platforms currently provide a broader audience. However, reach isn’t everything – engagement is where Threads shines. The next chart compares average engagement rates (the percentage of an audience that interacts with a post) on each platform:

Despite its smaller user base, Threads boasts remarkably high engagement rates. Analyses indicate Threads posts can see ~6% engagement, outpacing other networks. For instance, Buffer’s study found a median 6.25% engagement rate on Threads vs just 3.6% on X. TikTok is known as the engagement king among established platforms – influencers on TikTok often get 5% or higher engagement, especially for niche or creative content. Instagram engagement varies widely; while brand accounts average around 0.5–3% (with higher for Reels or carousels), micro influencers on Instagram can see around 3–4% engagement on posts. Twitter/X historically has lower engagement (often below 2% for many users, and around 0.1–0.5% for brands), since it’s a very crowded, fast-paced space. Threads’ ~5–6% engagement suggests that users aren’t just passively scrolling – they’re liking, replying, and engaging with content at a high rate. This could be due to lower saturation (fewer accounts = more visibility per post) and the novelty factor – early adopters are eager to interact. It’s also by design: Threads’ algorithm favors conversations and meaningful interactions, much like Instagram’s, boosting content that sparks replies. For influencer marketing, this high engagement environment means your campaigns on Threads might generate more comments and discussions relative to the audience size than on more established apps.

Key takeaway: Instagram and TikTok have broader reach (huge audiences and discovery algorithms), but Threads offers a community feel with strong engagement and less competition for attention. If you collaborate with a micro influencer who has, say, 10k followers on Threads, a larger portion of those followers might actually see and interact with their post compared to an Instagram post that could be throttled by the algorithm or lost in the feed. On Threads, content lives in a stream of conversations, and because it’s not yet oversaturated with ads or brand accounts, people are actively exploring and participating.

Of course, each platform has its strengths. TikTok’s video virality is unparalleled (nothing on Threads will “go viral” to millions of strangers in the same way, since Threads still leans on followers and a curated feed). Instagram remains the go-to for visual inspiration and polished influencer content (no one is suggesting replacing your Insta strategy, especially when it’s integrated with Threads). X/Twitter is still where quick news breaks and witty one-liners trend (Threads has a similar format but not the same entrenched communities for niches like tech Twitter – at least not yet). The good news is, you don’t have to choose just one platform. Many successful campaigns run cross-platform, using each channel for what it does best. Threads can be the interactive after-party for your campaign – the place where the conversation keeps going after a big TikTok or after an Instagram giveaway post, for example.

Key Features of Threads vs. Other Platforms

Beyond the numbers, what features set Threads apart, and how do those affect influencer marketing? Here’s a quick rundown of Threads’ key characteristics compared to Instagram, TikTok, and X, especially from the perspective of running campaigns:

• Content Format

Threads is text-first, allowing up to 500 characters of text, along with optional photos or short videos (up to 5 minutes). This is somewhat a hybrid of Twitter and Instagram – you can share visuals, but the emphasis is on the text/conversation around them. By contrast, Instagram is visual-first (images, 60-sec videos, Stories, Reels) with captions secondary; TikTok is video-only (with captions, but the video is the star); X (Twitter) is text-first (280 characters, with images/videos allowed, and now longer posts for Blue subscribers). For influencers, Threads provides a space to share content that doesn’t have to be finely edited or perfectly curated – it can be a raw thought or a quick update, accompanied by a candid pic or two. This lowers the production barrier and encourages more frequent, spontaneous posting.

• Discovery & Algorithm

At launch, Threads lacked robust discovery features like hashtags or trending topics, but Meta has been rolling those out gradually. As of 2024, Threads introduced “topic tags” (a variant of hashtags) and a trends page in the feed. The algorithm shows users a mix of content from followed accounts and recommended posts (much like Instagram’s feed). It tends to prioritize engaging, discussion-sparking posts – for example, questions or conversational prompts may get a boost. Instagram relies on hashtags, Explore page, and an algorithm that favors visually appealing and relevant content; TikTok has the mighty For You Page driven by a highly advanced algorithm that can catapult unknown creators to fame overnight; X uses hashtags, trending topics, and a mix of chronological and algorithmic timelines. For influencer campaigns, this means Threads content might predominantly reach followers and their network (via replies and reposts), whereas TikTok content might reach completely new audiences via the FYP. Threads is currently more about depth of engagement with your community than broad discovery – at least until its user base grows further and discovery features mature.

• Audience & Tone

Early observations say the tone on Threads is friendly, casual, and even witty. Brands and influencers often adopt a more playful voice here. Think of it as the after-hours hangout compared to Instagram’s polished daytime persona. For example, brands on Threads have been cracking jokes, participating in meme trends, and generally shedding stuffy formality. An influencer who might post a glamorous edited photo on IG could hop on Threads and say “OMG you guys, that photoshoot was hot. I was sweating buckets 😂 – anyone else literally melting this summer?” The humanizing effect is strong. Compare this to Twitter, which can be snarky or newsy, Instagram, which is curated and aspirational, and TikTok, which ranges from goofy to educational but always through video. If your brand values a human, relatable voice, Threads provides a welcoming space for that.

• Advertising and Analytics

As of mid-2025, Threads is just beginning to introduce ads into the platform. Meta has started testing ads on Threads with select brands, and plans to integrate Threads into its broader ad ecosystem (meaning in the near future you might be able to include Threads placement in your Meta ad campaigns). For now, though, there’s no paid boosting of Threads posts and limited analytics. Creators and brands can see basic metrics (likes, replies, follows), but not the rich insights (demographics, reach, impressions) available on Instagram or Facebook. This means influencer campaigns on Threads are a bit harder to measure precisely – you’ll mainly gauge success by engagement and any referral traffic from links or uptick in brand mentions. It’s a bit of a “trust fall” scenario at the moment: you believe high engagement is building brand goodwill and indirect results, even if you can’t quantify all of it. This is where partnering with experienced influencer platforms can help – for example, Stack Influence or similar agencies can track multi-channel campaigns and give you a combined report (they might track if a Threads post caused a spike in Amazon searches, etc., through correlation). Over time, expect Threads to roll out more analytics and business tools as it matures.

In summary, Threads offers a blend of Twitter-like conversation with Instagram-like community, all under the Meta umbrella. Its feature set is still evolving, but this leaner feature set can actually be a boon – fewer distractions and more focus on conversation. For influencer campaigns, use Threads’ strengths (text dialogue, link sharing, casual tone) to complement the strengths of your other platforms (visual storytelling on IG, viral reach on TikTok, etc.). Now, let’s get practical with some tips on how e-commerce and content marketers can actually leverage Threads effectively.

Actionable Tips for Using Threads in Your Influencer Strategy

Ready to get started with Threads as part of your marketing mix? Here are some concrete tips and ideas for e-commerce brands (including Amazon sellers) to make the most of Threads in micro influencer campaigns:

1. Extend Campaigns with “Threadversations”: When running a campaign on Instagram or TikTok, carry the conversation to Threads. For example, if a micro influencer posts a product demo on TikTok, have them create a Threads post the next day saying, “Got a bunch of questions about [Product] after my latest TikTok – let’s discuss! What do you want to know?” This gives interested followers a place to engage more deeply. It’s an easy way to capture the buzz and curiosity your campaign generated and channel it into community interaction. The influencer (and you, the brand) can then answer questions, address concerns, and highlight more features in a conversational way. This not only educates potential customers but also makes them feel heard. It’s like turning a one-off post into an ongoing AMA (Ask Me Anything) session – driving higher engagement and trust.

2. Leverage Threads for Product Feedback and UGC: Launching a new product or feature? Use Threads via your micro influencers (or your own brand account in collaboration with influencers) to gather feedback and stories. For instance, an Amazon seller might coordinate with a few micro influencers to all post on Threads during launch week asking their followers “How would you use [Product]? Any creative ideas?” or “We’re launching [Product] – what’s one feature you’d love to see in the next update?”. This invites tons of UGC in the form of replies. You might get testimonials (“I just bought it and it’s awesome for small apartments!”), use-cases you hadn’t thought of, or valuable constructive feedback. Repost or highlight the best responses (e.g., share screenshots of funny or insightful replies, with credit to the user – instant social proof!). This tactic makes your community feel like part of the brand’s journey. Consumers love brands that listen, and micro influencers can be the facilitators of that dialogue on Threads.

3. Combine Threads with Promo Codes and CTAs: While Threads isn’t all about hard selling, you can drive conversions subtly. Work with your influencers to share exclusive promo codes or timely offers on Threads in an organic way. For example, “Heads up: I convinced [Brand] to give me a 20% off code for you guys 😏 – use MYCODE on their site (good for 48h). Also, real talk: my favorite from their line is the vanilla flavor, especially in iced coffee!”. This doesn’t feel like an ad, it feels like a friend giving a recommendation with a perk. The conversational context (maybe it’s part of a thread about morning routines or favorite products) makes the offer less intrusive. If you’re an Amazon seller, you could use referral links or Amazon Associate short links in the post. Track if there’s a spike in traffic or sales when the thread is live. Tip: Don’t overdo the promos – keep it to occasional threads – but when you do, make it feel like an insider tip rather than a generic advertisement.

4. Real-Time Engagement (Live Threads): Threads can be great for real-time discussions during events or product drops. If you’re doing a live stream, webinar, or even appearing on a podcast/TV (think QVC for Amazon sellers), have a micro influencer host a live thread simultaneously: “I’m live-tweeting (threading?) the launch event for [Brand]’s new collection – join me here!”. They can post updates or behind-the-scenes photos in the thread, and followers can react in real time. It’s like a live commentary that makes the audience feel involved. The influencer can toss in their own commentary (“OMG look at the crowd reaction to the new widget – wild!”) which gives your launch a bit of social proof and excitement. After the event, that thread stands as a record of the hype and key moments, which others can still read and engage with.

5. Encourage Influencers to Be Themselves: On Threads, authenticity wins. Brief your influencers that it’s okay to loosen up and have fun on Threads – in fact, it’s encouraged. Their posts can use memes, humor, or casual lingo without breaking brand guidelines (within reason, of course). For instance, if an influencer normally posts a polished skincare tutorial on IG for your product, on Threads they might share a goofy before-and-after selfie with the caption, “Me pretending I’m not shook by how good my skin looks after using [Product] for 2 weeks 🤭 #nofilter”. That kind of candid, friendly tone performs well on Threads and makes the endorsement feel genuine. Brands should embrace this and not insist on corporate tone on Threads. It might be a shift if you’re used to approving every Instagram caption, but giving influencers a bit more voice on Threads can pay off with higher engagement and a closer bond with their followers. (Of course, set basic guidelines and trust your influencer’s judgment).

6. Integrate Threads Content into Your Brand Channels: Just like repurposing other UGC, don’t let great Threads content disappear into the feed. Take the best bits and showcase them. You could create a blog post like “What people are saying about [Our Product] on Threads” and embed or quote the threads. Or share a carousel on Instagram featuring screenshots of influencer Threads posts and replies (this can be a fresh form of testimonial). Another idea: if an influencer’s thread yields a fantastic piece of advice or a cool use-case of your product, turn that into an email newsletter snippet or a graphic for Pinterest. This cross-channel repurposing extends the life of the content and amplifies the voices of your micro influencers beyond Threads. It also shows the influencers that you value their contribution, strengthening your partnership. Just remember to credit appropriately and get permission if needed (public Threads are generally okay to quote with attribution, but it’s polite to ask for images, etc.).

7. Monitor and Engage (Brand Participation): Don’t treat Threads posts by your influencers as set-and-forget. Join the conversation! Create a brand presence on Threads (even if you’re not fully active daily, you should have an account ready). When an influencer posts about your brand, the brand account can like and reply. A simple “We’re so glad you’re loving it! 🙌” or answering a question that a user asked the influencer (maybe a technical spec or stock availability) shows that the brand is listening. Be careful not to hijack the authentic vibe – you’re there as a friendly expert or cheerleader, not a salesperson. When other users see the brand chiming in helpfully, it builds trust. It can also increase the post’s reach (the algorithm might surface a thread more if the original brand is active in it). Essentially, treat Threads as a customer service and community forum for your campaigns. This is particularly useful for Amazon sellers who often lack a direct channel to talk to customers – Threads can act as an informal FAQ hub via influencer-hosted discussions.

8. Know When Not to Use Threads: Finally, an important tip is knowing when Threads might not be the right tool. If your influencer campaign relies on highly visual content (e.g. a fashion lookbook or a complex DIY tutorial), Threads’ text-centric format might not do it justice – you’re better off on IG, TikTok, or YouTube for the primary content. Similarly, if your target demographic isn’t present on Threads (check the stats – Threads users tend to skew toward existing Instagram users, likely younger and mobile-savvy; if your niche is, say, retirees on Facebook, Threads won’t move the needle). Use Threads as a complement, not a replacement. You don’t need to force every campaign onto Threads if it doesn’t naturally fit. Focus where the impact is greatest. That said, because Threads is low-effort to post on, it doesn’t hurt to experiment with even a small presence – just manage expectations. It’s also okay to skip Threads for certain product categories that require heavy visual demonstration or for very serious topics where the lighthearted tone might not match – use your judgment.

By following these tips, e-commerce brands and influencers can tap into Threads’ strengths: its engaged community, ease of dialogue, and authentic tone. The overarching strategy is to make Threads the interactive layer of your influencer campaigns – the place where consumers move from passive viewers to active participants. When they start chatting on a thread, they become part of your brand story, and that investment can turn into loyalty and sales.

When Threads Might (or Might Not) Be a Good Choice

Is Threads right for every brand or campaign? Not necessarily. Here’s a quick guide on when to go all-in on Threads and when you might want to prioritize other platforms:

Use Threads when…

• You value community engagement over viral reach: Threads is ideal if your goal is to deepen connections with a specific audience. For example, a niche eco-friendly brand might use Threads to build a loyal community through discussions with sustainability micro influencers. If hearing customer stories, answering questions, and building a tribe of enthusiasts is a priority, Threads will serve you well. The engagement rates speak for themselves – people on Threads are ready to chat.
• You have micro influencers or brand ambassadors who are active on Threads: Many content creators joined Threads early and have an audience there. If your go-to influencers are excited about Threads, ride that wave. Their enthusiasm will be authentic, and their followers will take notice. Additionally, influencers with smaller followings can gain traction on Threads more easily than on Instagram, where the algorithm can be harsher on small accounts. It’s a good place to incubate influencer content and let word-of-mouth grow organically.
• Your brand voice is fun, conversational, or you want to humanize your image: Threads is a place where even serious organizations have let their hair down a bit (recall how brands became more playful on the platform). If you’ve been looking to shed a stodgy image or connect with younger audiences, Threads offers a fresh start. Even an Amazon seller of, say, office supplies could become unexpectedly cool on Threads by sharing relatable office humor through an influencer partnership. It’s all about tone. Brands that can be witty, empathetic, or story-driven will find Threads a welcoming stage.
• Your campaign can benefit from real-time feedback or UGC: Launching something new or entering a new market? Threads can act as a focus group and hype machine combined. It’s great for testing messages and getting immediate reactions. If you suspect customers have questions that standard ads aren’t answering, a Threads conversation can surface those and let you address them in-thread. This can increase confidence in potential buyers. Also, if your product lends itself to stories (“this backpack saved my day on a hike!”), Threads will surface those anecdotes better than a simple comment section on an Instagram post would.
• You’re already investing in Instagram: Because Threads is tied to Instagram’s ecosystem, the two can amplify each other. Use Threads to catch the overflow of a popular IG campaign (as described in the tips above) or to nurture leads generated on IG. If a user discovers your brand via an Instagram reel but isn’t ready to buy, they might follow you on Threads for a more personal connection, which gradually warms them up. Stack Influence and other agencies often talk about multi-touchpoint approaches – Threads can be one of those touchpoints in the journey, reinforcing the message in a conversational way.
  

Consider other platforms when…

• Visual impact is everything: If you’re marketing, say, high-fashion apparel, makeup tutorials, or a visually complex product, you need the retina-wow factor of IG, TikTok, or YouTube. Threads can support such campaigns with Q&As or reviews, but it likely shouldn’t be the main stage for initially showcasing the product. You might still use Threads for follow-up discussions (e.g., styling tips thread after a fashion drop), but the heavy lifting of content would be on visual platforms.

• You require extensive reach beyond your follower base quickly: For time-sensitive campaigns (flash sales, crowdfunding goals, etc.), TikTok’s algorithm or Instagram’s ads might get you in front of more eyeballs fast. Threads right now doesn’t have the same “virality” factor – a great thread can spread via reposts, but it’s somewhat limited to network effects. It’s fantastic for depth but not the absolute best for breadth. Similarly, if you want to target very specific new demographics (e.g., running an influencer campaign to reach German Gen Z shoppers who don’t know your brand yet), a targeted IG or TikTok ad/influencer strategy might be more direct. Threads skews toward people who already have some connection to the brand or influencer via Instagram.

• Metrics and ROI tracking are critical from the get-go: As mentioned, Threads lacks robust analytics and advertising tools (at least until Meta fully rolls those out). If you’re running a campaign where you must attribute every click and conversion (like a performance marketing-driven influencer campaign), you might find Threads a bit of a blind spot. On Instagram and TikTok, you can use unique coupon codes, affiliate links with tracking, etc., and see data on reach and clicks. On Threads, you’ll have to rely on UTM links and manual tracking, and even then you won’t know how many people saw the post versus clicked. For many, the branding and engagement value is worth the ambiguity, but if your boss/client needs hard numbers, you might keep Threads as a secondary effort for now.

• Your influencers or customers just aren’t there (yet): It’s possible that for some niches, Threads hasn’t hit critical mass in the community. For example, if you’re targeting a very specific B2B audience or an older demographic, check whether those conversations are happening on Threads. They might still be on LinkedIn or Facebook Groups instead. That said, with 300 million and growing users, Threads’ demographics are expanding, so keep an eye on it. It may not be right today, but could be in 6 months. Don’t force it if it feels like a ghost town for your topic – you can always try a small pilot (one or two threads) and gauge the interaction.
  

In essence, Threads is a powerful new tool, but not a magic bullet. It excels at what it was designed for – building dialogues. Smart brands will use it alongside other platforms, deploying it in campaigns where conversation and community are the goals. If you find a strong micro-influencer presence on Threads in your niche, that’s a green light to incorporate it. If not, you might be a pioneer and need to bring your community there.

Conclusion: Weaving Threads into Your Influencer Strategy

Threads may be the new kid on the social media block, but it’s quickly proving its value for influencer and micro-influencer marketing. In the span of a year, it has grown into a community of hundreds of millions, with engagement levels that make marketers’ eyes light up. Its conversational, casual vibe offers a refreshing complement to the polished feeds of Instagram and the flashy clips of TikTok. For brands focused on authentic connections, UGC, and community-building, Threads is a space you should strongly consider.

We’ve discussed how micro influencers can leverage Threads to amplify their campaigns – by engaging followers in genuine dialogue, collecting testimonials and feedback, and giving brands a human voice. Especially for e-commerce and Amazon sellers, Threads can be an innovative way to drive interest and trust, which ultimately drives sales (directly or indirectly). The example of Blueland’s 13× ROI with a coordinated micro-influencer campaign across channels highlights the potential – now with Threads in the mix, such cross-channel strategies can be even more impactful. And platforms like Stack Influence are there to help manage these multi-channel micro-influencer efforts, ensuring that even as you add Threads to your arsenal, everything stays streamlined and ROI-focused. (Stack Influence, for instance, has a network of millions of micro influencers and emphasizes campaigns that blend content, social engagement, and sales channels – exactly the approach Threads can amplify.)

That said, success on Threads will come from understanding the platform’s ethos. People come to Threads to talk, joke, learn, and bond – not to be sold to with corporate-speak. Brands that embrace authenticity and let their influencers (and even employees or founders) have real conversations will find a welcoming audience. Those that merely copy-paste marketing messages will likely be tuned out. In influencer marketing, authenticity has always been key, and Threads is perhaps the purest test of that yet – it’s literally built around conversations, which are hard to fake.

As you craft your influencer strategies for the coming months, consider weaving in a Thread or two (pun intended). Start small: maybe a Q&A thread here, a product story thread there. See how your audience responds. You might be pleasantly surprised at the depth of interaction. Monitor what works – is it the humorous posts, the behind-the-scenes stories, the direct questions? – and refine your approach. Encourage your micro influencers to share their own creative Thread ideas; they’re users of the platform too and often know what resonates with their followers.

In conclusion, Threads is not a replacement for Instagram, TikTok, or any other platform – but it is a powerful addition. For brands who want to build a loyal community and engage in genuine dialogue, it can become the secret sauce that ties your multi-platform influencer campaign together. It’s one more place to let your brand’s story unfold, through the voices of those who love it. And in the age of authenticity, that’s an opportunity you don’t want to miss.

So, should your brand use Threads for influencer marketing? If you value authenticity, community engagement, and the power of micro influencers – then absolutely, yes. It’s time to get thread-y and start conversations that count. Happy threading!