Social Media
A deep dive into Threads and 10 post ideas to get started
Adobe Express
07/20/2025
Since Twitter became X in 2023, many of us have been seeking out a new copy-based platform that resembles the Twitter we all knew and loved. Threads is Instagram’s answer, providing a new place for your quick-witted musings and brief updates. It’s been gaining steady traction since its release in July of 2023 and now has 320 million monthly active users.
Here's everything you need to know about this text-based social media app, complete with 10 ideas for what to post.
Threads is predominantly a text-based updates sharing platform, although videos, images, and GIFs can still be posted on the platform. You’ll need an Instagram account to set up a Threads account, and you can easily cross-post between the two platforms. But you can use Threads as an individual app, separately from Instagram. Users can like updates, comment, re-share (like a retweet), and share posts via DM.
Further reading: Is Reddit the new Twitter?
The Threads feed is split into two separate sections: the “For You” feed and the “Following” feed. While the Following feed includes content exclusively from those you follow on Threads (not on Instagram), the For You feed surfaces any content that the algorithm believes will be of interest.
The Threads algorithm is not altogether dissimilar from Instagram’s. If posting from a public account, your content will be served to your following as well as a small amount of non-followers to check performance (it will be judged using criteria, such as how long people stay on your content, and whether they engage with it, share it, or save it). If your content performs well and receives high levels of engagement, then it will be pushed to an even wider audience
Is Threads a worthwhile investment? Our vote: yes, especially if you’re hoping to grow on Instagram. Due to the nature of the content on Threads, posting there can be significantly simpler and less time consuming than preparing content for other social channels. (Just think how long it can take to edit an image or a video for TikTok or Instagram.) Not only that, but it’s also simple to replicate content you’ve used on other channels and re-use it on Threads (although we still urge you to be original with your Threads content when you can).
As Instagram and Threads are partner platforms, there’s reason to believe that a successful presence on Threads could even help your Instagram page grow faster, as well as help you tap into other platforms through the Fediverse (a decentralized network of interconnected social media apps and other services that Threads has been a member of since 2024). Threads is also becoming a hub for smaller and more niche communities to gather (in a way that is similar to Reddit) that could come with its own benefits when tapped into.
Summarizing the main reasons to use Threads:
Further reading: How to create engaging copy-based social media content
Step 1: Download the Threads app from the Apple App Store or the Google Play Store.
Step 2: Login using your Instagram account (your Threads account needs to be connected through an Instagram account).
Step 3: Set up your profile by adding a photo and bio (you can choose to have this auto-filled with your Instagram profile information if you want to save time).
Step 4: Get following – Threads will prompt you to follow those of your existing Instagram network that are active on Threads.
Step 1: Open the app on your mobile device and select the + icon at the bottom of the screen, or tap the composer at the top where it says: What’s new.
Step 2: Add your text to the composer. To create a multi-post thread, you can tap the “Add to thread” button underneath the text box.
Step 3: Use any other buttons underneath the post composer to add images, take a picture or video, add a GIF, record a voice note, add a hashtag, or add a poll. Remember, Threads is a predominantly text-based platform, so don’t feel pressured to add more than text if you don’t want to.
Step 4: Choose who can view your post by tapping Anyone can reply and quote. The full options are the latter, Anyone, Profiles you follow, or Mentioned only.
Step 5: When ready, hit Post.
1. Give an update on your day
Because Threads' content is predominantly copy-based and short-form, it’s the perfect platform for smaller check-ins and updates on life. Why not share a short story about something that happened in the office, or a debate you’ve been having with your colleagues.
2. Share a funny story
Threads is the perfect place for a little humor. Share a brief story that’ll make your followers smile and positively contribute to your brand or personal identity.
3. Tips and tutorials
If you’re posting as a business, you’ll want your followers to trust your authority and knowledge on certain topics. Short form in nature, Threads is the perfect place to share a quick tip or tutorial that’ll help your followers.
4. Share your wisdom
Help others avoid similar mistakes by sharing a lesson you learned the hard way. Being open about previous mistakes you’ve made can also be a great way to be more authentic and relatable as a person — or brand.
5. Promote product / services
Naturally, all businesses will want to use social media to promote their product or services — and there’s no shame in doing so, as long as you don’t overdo it. Nobody likes to be hounded with promotional content 24/7, but feel free to remind your followers of what you’re offering now and then.
6. Shoutout another business or influencer
Everyone loves a solid recommendation — whether it’s a product or a new person to follow. Provide benefit to your followers with timely recommendations and collect brownie points from other businesses or individuals in the industry at the same time.
7. Lift the lid
People love to see behind the scenes, whether it’s an office tour, an introduction to the team, or a show of your day-to-day life.
8. Share a fun fact
Who doesn’t love fun facts? Share something that your followers might not know — just make it relevant to your industry, product, or services.
9. Share company news
Keep your followers feeling involved with your company updates by sharing news and announcements on Threads and have your audience celebrate with you.
10. Share an opinion or start a debate with a poll
Threads is a great place for stirring conversation, so start a debate or ask the public for their opinion on something (again, make sure it’s relevant to your industry, products, or services).
Remember, the best way to get started on any new social channel is simply to jump right in. If in doubt, explore the content that other accounts in your industry are posting and then dive right in with one of our suggested post ideas.
