How to Use Threads for Business

Threads offers a fast-moving, authentic space for businesses to connect directly with their audience through conversation. If you're wondering how to translate your brand's voice to this text-first platform, this guide covers everything from setting up your profile to creating content that genuinely resonates and builds community.

Why Threads Matters for Your Business

Unlike other platforms that prioritize polished visuals or long-form video, Threads is all about dialogue. It leverages your existing Instagram following, giving you an immediate audience, but the culture is distinct. It’s faster, less formal, and values quick wit and genuine personality over perfection. For businesses, this is a golden opportunity to shed the corporate mask and engage on a more human level.

Think of it as the real-time conversation happening alongside your curated Instagram feed. It’s where you can ask questions, share off-the-cuff thoughts, and get immediate feedback from your most engaged followers. By showing up consistently and authentically here, you build brand loyalty that visuals alone can't create.

Setting Up Your Threads Profile for Success

Your Threads profile is directly linked to your Instagram account, which simplifies the setup process but also means your foundational branding needs to be spot-on. Here's how to make a great first impression.

1. Connect-and-Customize Your Account

When you first create your Threads account, you’ll be prompted to import your bio, profile picture, and link from Instagram. While it’s tempting to just hit "Import," take a moment to customize.

• Bio: Your Instagram bio is a good starting point, but consider tweaking it for the Threads audience. Keep it concise. Who are you, and why should someone follow your conversations? You might opt for something a little more playful or direct than a formal bio. For example, a coffee brand might change "Premium roasted, ethically sourced coffee beans" on Instagram to "Talking about coffee, business, and what gets us out of bed. ☕" on Threads.
• Link: The link in your bio is your single most valuable piece of real estate. Make it count. Use a simple link to your homepage or a Linktree-style service to direct followers to your most important pages - your latest blog post, a new product drop, or your email list sign-up.

2. Decide on Your Brand's Voice

The "corporate B2B voice" doesn't perform well on Threads. The platform rewards personality. Before you start posting, define your voice:

• Are you funny and witty? Wendy's a classic example on Twitter, and that same approach thrives on Threads.
• Are you helpful and educational? Share quick tips, bust myths in your industry, and answer common questions.
• Are you inspiring and community-focused? Share stories from customers, post motivational quotes, and create threads that bring people together.

Your voice should be a natural extension of your brand, just slightly more relaxed. If your brand was a person at a casual get-together, how would they talk? That's your Threads voice.

Your Content Strategy: What to Actually Post on Threads

The blank text box can be intimidating. What do you post on a platform that isn't built for shiny Reels or polished carousels? Here’s a blueprint for a content strategy that works.

Start and Join Conversations

This is the bread and butter of Threads. Don't just broadcast announcements, create opportunities for engagement. Instead of posting "Our new collection is live," try asking, "Our new collection is ready! What’s the first piece you’re adding to your cart? 🙋"

• Ask open-ended questions: "What’s one piece of advice you’d give to someone starting out in [your industry]?"
• Launch polls: The poll feature is incredibly effective. Use it for market research ("Which feature should we build next?"), for fun ("Coffee or tea to start the day?"), or to settle a friendly debate.
• Post an unpopular opinion: Risky but highly effective if on-brand. A "hot take" on an industry topic can spark a huge conversation. Example for a design software company: "Hot take: Canva is a tool for non-designers, and that's exactly why it's so brilliant."

Share Valuable, Snack-Sized Information

Threads is excellent for breaking down complex topics into easy-to-digest pieces of information. Turn a blog post, podcast episode, or YouTube video into a thread.

Example - For a Finance Advisor:

• Post 1: "Seeing a lot of confusion around high-yield savings accounts (HYSAs). Let’s quickly break down why you might want one. 👇"
• Post 2: "1/ Simply put, an HYSA is just a savings account that pays a much higher interest rate than a traditional one at a big bank. We're talking 4% vs. 0.1% sometimes."
• Post 3: "2/ Where's the money kept? It's still FDIC-insured, so it's safe. These accounts are often at online-only banks that have lower overhead, so they pass the savings to you."
• Post 4: "3/ Is it a get-rich-quick trick? Nope. It's just a smarter place to park your emergency fund or savings for a big goal so it’s not losing value to inflation. What other finance topics are on your mind?"

Go Behind the Scenes

People connect with people, not logos. Use Threads to humanize your brand.

• Share wins and losses: "Just landed our biggest client ever. So pumped! It took 6 months of follow-up." or "Shipping is a nightmare today. Big thank you to our warehouse team working overtime to get orders out. 🙏"
• Introduce your team: Post a simple photo (it doesn’t have to be perfect) and a short introductory-thread from a team member.
• Show the process: "Currently designing our next t-shirt. Here are two versions… which colorway do you like better? A or B?"

Use Images, Videos and GIFs Sparingly, but Effectively

While Threads is text-first, visuals can still stop the scroll. A funny, relatable GIF can often get more engagement than a perfectly crafted sentence. A behind-the-scenes video clip can bring a story to life. The key is to use media that adds to the conversation, not just for the sake of posting a pretty picture.

Building Your Community: The Art of Engagement

Content is only half the battle. On Threads, your response strategy is just as important as your posting strategy. If you just post content and walk away, you're missing the entire point of the platform.

Reply to as Many Comments as You Can

When someone takes the time to reply to your post, they are opening the door for a conversation. Don't leave them hanging. A simple "like" is okay, but a thoughtful reply is 10x better. This acknowledges their contribution, encourages others to chime in, and shows that there's a real person behind your account.

Actively Engage with Other Accounts

Don't just stay inside your own bubble. The "For You" feed is a great way to discover new conversations.

• Interact with industry leaders: Reply to their threads with thoughtful insights. Don't pitch your product, just add value to the conversation.
• Engage with your customers: If you see a customer mentioning your brand (or posting something you can relate to), jump into the conversation.
• Collaborate with non-competing brands: Find brands that share a similar audience. Engaging with their content introduces you to their followers and builds valuable industry connections.

Amplify Your Best Followers

Did a customer leave a fantastic comment or create a post praising your product? Use the "Quote" feature to share it with your audience. This is user-generated content in its purest form. It rewards the person who posted it and provides powerful social proof to everyone else.

What to Do vs. What to Avoid on Threads

To keep things simple, here’s a quick guide for navigating the unwritten rules of the platform.

Things You Should Absolutely Do

• Be Hyper-Responsive: The platform moves fast. A timely reply has a much bigger impact than one that comes hours later.
• Experiment Constantly: Try different content types. Post a funny meme one day and a serious question the next. See what resonates.
• Cross-Promote on Instagram: Use Instagram Stories to share your best threads. Add a link sticker directly to the thread to drive traffic and grow your follower count there.
• Show your Personality: Don't be afraid to be a little weird, funny, or vulnerable. These are the posts that connect most deeply with people.

Things You Should Probably Avoid

• Hard Selling in Every Post: Threads is not a digital billboard. Focus on building relationships first. The sales will follow.
• Treating it Like X (Twitter): While similar, the culture is different. It’s generally a bit more positive and less focused on breaking news. Find the right balance for your brand.
• Automating Generic Responses: People can spot a low-effort, copy-and-pasted reply from a mile away. It does more harm than good.
• Ignoring Negative Feedback: If a customer raises a valid concern, address it publicly and professionally. Trying to hide it only makes things worse.

Final Thoughts

Threads provides an unfiltered channel to build a loyal community through authentic conversation. Focus on adding value, being yourself, and treating every interaction as an opportunity to build a relationship, and you’ll have a powerful new marketing tool for your business.

Managing a new platform like Threads alongside stalwarts like Instagram and TikTok can feel overwhelming. That’s why we’ve built scheduling, engagement, and analytics for Threads right into Postbase. This allows you to plan all of your content in one visual calendar, manage conversations without constantly switching apps, and maintain a consistent brand voice across every platform you use.