Meta’s Instagram spin-off, Threads, is a short-form text-based platform built to rival X (formerly Twitter). Since its inception, Threads has experienced a steady increase in uptake compared to TikTok, which saw a meteoric rise to prominence.
Threads, however, is definitely worth devoting some attention to, as the predominantly text-based content is much quicker to produce than video. You can also repurpose multimedia content made for other platforms to liven up your Threads feed.
For social media professionals, the need to manage yet another platform can be groan-inducing, no matter how simple. If you need some inspiration for your Threads strategy, look no further. We’ve compiled a list of 7 brands on Threads that are totally crushing it.
Why Threads Is Becoming Essential for Brands
Following Elon Musk’s controversial X (formerly Twitter) takeover in late 2022, former members have left in droves. In the first year, they lost more than 14 million accounts. The Guardian newspaper reported that, as of late March 2024, membership had declined by 23%. Marketing your brand on Threads gives you a chance to engage with individuals who have gone dark on X.
Threads, meanwhile, has hit 400 active users according to Instagram boss Adam Mosseri (August 2025). Despite its popularity, some have been slow to adopt Threads as their latest social media weapon. It can be smart to capitalize on an early-mover advantage. Building your presence as a platform is growing can help you stand out in a small crowd and establish a strong brand presence.
7 Top Brands on Threads and What You Can Learn From Their Strategies
1. Nike
The US’s favorite apparel brand uses its strong signature branding in its Threads feed. The tone is concise, direct, and always inspirational. They use lots of highly quality, professionally produced content. This confident, unapologetic strategy aligns perfectly with their presence on other social media platforms, keeping a consistent brand image.
Most recently, they have been spotlighting female athletes with a spate of empowering short-form videos of them in action or in interviews. One such post features Spanish soccer player Alexia Putellas.
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2. Netflix
Netflix’s Threads’ posting strategy is relatively informal and frequent. The tone is friendly and approachable. The media giant uses Threads to share announcements on their new releases, behind-the-scenes footage, cast interviews, and fun screenshots or edits from their shows. Their Threads feed functions as a companion to those who love all things Netflix and farms heavy engagement as a result.
They recently announced that Lady Gaga’s new song will be featured in their show Wednesday Part II, which grabbed the attention of fans of the singer and the show alike.
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3. Duolingo
Language giant, Duolingo, has made quite the splash on social media by crafting a fun and chaotic online presence. Everyone’s favorite giant green owl has no problem making jokes at its own expense or jumping on the latest Threads trends.
Duolingo posts a variety of memes, app content, and engages with timely popular media to get in on conversations already happening online. There’s something for everyone. During the height of the latest Love Island internet buzz, Duolingo announced the end of everyone’s favorite couple with a ‘streak lost’ announcement. They use their own vernacular in combination with the latest slang (e.g., ‘crash out’) to make jokes for fans of both the app and other popular media.
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4. Gymshark
Gymshark is another brand that isn’t afraid to have fun. Their content is relatable to gym-lovers, and their tone has ‘everyman’ appeal. They predominantly use short text posts that include slang and exclude capital letters, mimicking the way people type to friends. They do post the occasional image, which is almost always a meme, peppered in amongst the jokes and lightly inspiring text content.
Their power lies in their consistency of tone and posting frequency. They keep themselves present on the feed with at least one post each day.
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5. The Whitney Museum
The Whitney Museum, based in New York City, specializes in American contemporary art. They are also experts on successful social media posting. They use their feed to share artwork in the museum, artist interviews, and collection walk-throughs. And they do it all with a splash of humor. Their light tone makes art feel accessible to a wide audience, removing any perceived pretension around art and museums.
Most importantly, they use their Threads feed to regularly remind everyone that they are NOT the Whitney Houston Museum.
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6. Dunkin’
As America’s most eaten donut, Dunkin’ already has quite the following. Despite this, they still spend time engaging with their audience through social media, and Threads is no exception. Dunkin’ mostly posts short, quippy text content, which reflects the playful nature of the Threads platform.
They use slang, incorporate popular meme formats, and generally aim to give the people what they want. They even mocked up this text exchange between the social media team and the Dunkin’ “president” to get fans hyped for the return of everyone’s favorite fall flavor, pumpkin. A tried-and-true fall social media idea.
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7. Audible
Audible, the audiobook subscription service by Amazon, is also spending time on its Threads strategy. The brand shares plenty of image content to promote available audiobooks and often curates themed collections that guide listeners from one book to the next. It also jumps on trending conversations and runs playful polls to boost engagement. The lighthearted tone reinforces the idea that reading should be fun.
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What We Can Learn from These Brands’ Strategies
While each of these brands has its own unique spin on Threads, there are some common themes that make their content stand out. Because Threads is still a relatively new platform, there’s less pressure for posts to be overly polished. In many ways, it’s a space where the usual “rules” of social media don’t apply. Here’s what to keep in mind:
- Don’t be afraid to have fun: Threads thrives on personality. The brands doing well here aren’t afraid to let loose, poke fun at themselves, or take a playful approach. A lighthearted tone can make your brand more relatable and approachable, helping you connect with followers in a way that feels genuine.
- Engage in real time: As much as posting matters, it’s actually joining conversations that helps you grow fast. Replying to comments or jumping into trending threads makes your brand feel approachable and gets you seen by people outside your existing audience.
- Test and learn quickly: Threads moves fast, so don’t overthink every post. Try different tones, formats, and posting times, then double down on what sparks engagement.
Above all, being consistent on the platform is key. If you’re struggling with the idea of curating yet another stream of output, consider using a Threads scheduler to do some of the heavy lifting.
FAQs
Yes, but it needs to be adapted to the way people consume content on Threads. Many brands are already doing this well. Netflix reuses behind-the-scenes footage, Audible curates themed collections of audiobooks, and Nike shares short clips of athletes in action.The key is to keep posts short, conversational, and designed for quick engagement. What works on TikTok or Instagram (longer videos, polished visuals, or carousel posts) often needs to be trimmed down, reframed, or paired with snappy text to resonate on Threads. Repurposing content saves time, but tailoring it for the platform’s fast-scrolling, text-first culture ensures it feels native, rather than like a copy-paste from somewhere else.
While many early adopters are consumer-facing brands, B2B companies can also benefit. Threads offers a way to showcase thought leadership, share quick industry insights, or highlight company culture in a more approachable way. It’s a chance to stand out as one of the first in your industry to engage with an audience that may not be as active on X anymore.
Engagement metrics such as likes, replies, reposts, and follower growth are the clearest indicators. Since Threads is still relatively new, benchmarking against your own performance over time is often more useful than comparing to competitors. Over the long term, brands can also track referral traffic and conversions once link-sharing features become more widely used.
Text posts perform well because the platform is designed for quick, authentic exchanges. That said, adding images, GIFs, or short clips can make your content stand out in busy feeds. The trick is balance—use media to support your message, not replace it.
Threads skews toward younger, digitally savvy users who enjoy quick, witty content. However, the platform is expanding fast, and many former X users (journalists, creators, and brand followers) are shifting here too.
In Short
Amongst the shifting sands of social media, Threads is emerging as a key platform for brands to connect with audiences in a more authentic, engaging way. These brands on Threads prove that a mix of humor, consistency, and cultural awareness can go a long way in building visibility and trust.
But turning that inspiration into a repeatable process is where many teams get stuck, especially agencies juggling multiple clients. That’s where Gain comes in.
Gain is a Threads scheduling tool designed for agencies, with automated client approvals baked in. Instead of chasing feedback through endless email chains or struggling to keep every account consistent, Gain gives you one streamlined workflow. You can plan, review, approve, and schedule Threads posts all in one place, making collaboration simple and freeing up more time to focus on creative strategy.
Sign up for free today and see where Gain and Threads can take you.
