Threads is one of the newest platforms to enter the social landscape and brands are already trailblazing by adding their spin on the app. Businesses must consider how to use Threads to shape a new user experience and support their overall Instagram marketing strategy. In this article, we’ll explore the connection between the two platforms and show you how to use Instagram Threads for business.

What is Instagram Threads?

Threads is a text-based social messaging platform focused on fostering authentic conversations. Threads was developed by Meta’s Instagram team and launched on July 5, 2023. One of the platform’s unique features is the ability to create a Threads account on Instagram without leaving the app. Signing up for Threading on Instagram is part of Meta’s plans for incorporating the platform into the fediverse, also known as decentralized social networks.

A post from Sprout Social's profile on Threads. The post asks for ways to keep creative juices flowing for social content and people respond to the thread.

With a 500-character word count and the ability to share text, images and links, Threads is primed for interaction and sparking conversation.

Who is using Instagram Threads?

In Meta’s Q4 2023 earnings call, Mark Zuckerberg announced Threads has over 130 million monthly active users. According to, India, Brazil, Japan, Mexico and the United States lead the way in app downloads. SensorTower data shows 37% of users fall into the 18-24 age range.

As more users sign up for Threads via their Instagram accounts, marketers should consider how to take advantage of the emerging platform through testing and experimentation.

How to create an Instagram Threads account

Follow these steps to create a Threads account:

  1. If you already have an Instagram account, go to your profile and click the Threads logo. From here you can download the app and continue the registration process. You can also download the Threads app from the App Store or Google Play Store.

The top of an Instagram profile page with navigation icons for Threads on the right, next to the create content and settings icons.

2. When the Threads app opens, you’ll be prompted to log in with Instagram. If you have multiple Instagram profiles, you can toggle between them and link each to separate Threads accounts. Simply click Switch Accounts at the bottom of the screen.

A mobile screen displaying the login page for the Threads app. There are "log in" and "switch accounts" buttons at the bottom of the screen.


3. Customize your Threads profile by adding a name, bio and any links. You can import these details from your existing Instagram bio or type in new information.

4. Select your privacy settings. You can choose a public or private profile. With a private account, only approved followers can see and interact with your posts.

The privacy settings options in the Threads app registration process. There are public and private profile options.

5. At this point, you can decide if you want to auto-follow the accounts you follow on Instagram, or if you’d like to select your following from scratch. If you want to follow all of the accounts on Instagram, select Follow all. If not, select the accounts you want to follow.

6. On the final registration screen, you’ll be asked to accept several terms and conditions:

  • Threads is powered by Instagram and the data collected from both platforms will be used to personalize experiences and ads.
  • If you have a public Threads profile, anyone can see or interact with your content.
  • Future versions of Threads will work within the fediverse.
  • By joining Threads, you agree to Meta’s Terms and Policies.

If you want more details, click the Learn More link in each section.

The final registration screen for the Threads app title "How Threads works". The page details the app's connection to Instagram, content visibility policies and upcoming integrations with the fediverse. It also includes a consent section for data usage, with a "Join Threads" button at the bottom.

7. Tap Join Threads to finish the registration process, and you’re ready to start using Threads.

How to use Instagram Threads for business

Since Threads integrates with Instagram, you can take a cross-channel approach to your marketing strategy. For instance, you could link your Threads account on your website or share links to your blog. You can also seamlessly share content between the two platforms—even use Instagram Stories to direct users to specific posts on Threads.

These are just a few basic examples of how to use Instagram Threads for your business. As an emerging platform, there’s more to be discovered for early adopters willing to test and trailblaze.

When Meta launched Threads, Sprout’s social team spent months experimenting on the platform to understand its impact on the industry. We focused on prioritizing quality engagements. For example, we shared this Thread after Elmo went viral in early 2024:

A Sprout Threads post about Elmo sparking a viral moment. The brand shares reminders about leading with empathy and kindness.

Like Sprout, there are a heap of brands on Threads using the platform to nurture audience engagement, ignite conversations and support their overall social media strategy. You can find brands doing everything from sharing memes to hosting polls—the sky's the limit on Threads.

Target is a great example of a brand adding a unique spin on Threads. The popular retailer adds a refreshing twist to promotional posts by sharing interactive, engaging content. You’ll find videos from cross-channel campaigns like the one below that promotes Target Circle Week:

A video post from Target on Threads announcing the return of Target Lady for #TargetCircleWeek. The post encouraging users to set their alarms for #TargetCircleWeek and sign up for a Target Circle membership.

Target also uses Threads for platform-specific content that supports their brand story. Take a look at this pinned carousel post showcasing Target photos from 1962:

A pinned Threads post from Target featuring two vintage photographs from 1962: one showing a classic Target store exterior with cars and a shopper and another displaying rows of milk cartons.

Figma is an excellent model for both B2C and B2B brands. The collaborative interface design platform uses Threads to share conference promotions, mini tutorials for product updates and timely memes. In the post below, they share an eclipse-themed post in honor of the April 2024 solar event and Figma’s eclipse functionality:

A Threads post from Figma in honor of the 2024 solar eclipse. The video showcases a Figma tool interface themed as a video game level.

Looking for a social media software to help manage your Threads strategy? Sprout has a Threads integration that enables you to schedule, publish and manage posts (text, image, carousel and video) alongside the rest of your social content in our platform.

A post announcing Sprout's integration with Threads and its scheduling and publishing features.

Instagram Threads vs. X

As text-based platforms, Threads and X (formerly known as Twitter) offer similar capabilities. Rather than comparing the two to determine which is better than the other, you need to understand the key differences between the two to help solidify the best strategy for your specific brand. And if your audience is present on both, you’ll need to keep the differences in mind so you can plan your content accordingly.

Here’s a quick overview of each platform:


  • 500 characters max
  • Five-minute video length maximum
  • Public or private account
  • Reply settings (choosing who can respond to your posts)
  • Mobile and desktop access
  • If you choose to delete your Threads account, it won’t delete your Instagram profile
  • Hashtags


  • 280 character limit* (Premium users can share longer posts)
  • Two-minute video length maximum*
  • Public or private account
  • Reply settings
  • Mobile and desktop access
  • Direct messaging functionality
  • Hashtags

*Does not include X Premium or Premium+ members

Unravel your Instagram strategy using Threads

Brands can use Threads to support their Instagram and overall marketing strategy. Although Threads is new territory for all of us, there are tried and true methods that apply to all networks. Learn more about which social media best practices to follow whether you’re using a longstanding network like Instagram or charting your path on an emerging platform.

Instagram Threads FAQs

How does Instagram Threads work?

Threads integrates with Instagram, which means you can seamlessly share content between the two platforms. For example, you can use Instagram Stories to direct your followers to specific posts on Threads. You can also create a Threads account on Instagram without leaving the app.

Is the Threads app free?

Yes, the Threads app is free. You can download the app in the App Store or Google Play.

How do you follow Instagram followers on Threads?

When you register for a Threads account, the app will prompt you to auto-follow the accounts you follow on Instagram, or if you’d like to select your following from scratch. If you want to follow all of the accounts on Instagram, select Follow all. If not, select the accounts you want to follow.

If you already have an account, go to your profile by tapping the icon in the bottom right corner. From your profile, tap the menu icon in the upper right corner. Tap Follow and invite friends. Tap Follow accounts from Instagram From here, you can select the accounts you want to follow.