Threads, a useful tool for marketing, growing a business, and gaining with low expenses. Launched in July 2023, Threads reached 100 million users in the very first 5 days, but the active users dropped after 1 month (Dixon, 2025). 2 years after, a closer look back to this social media, we can find that not only small businesses, but also middle and those old companies, successfully regain attention and drive business due to the flexible and smart use of Threads especially in Taiwan. A further exploration of those successful cases can be categorized into three reasons. First, the culture of Threads. Second, the algorithm of Threads. Third, the technique of editors.

Cultural of Threads: Sharing junk content to generate heavy traffic

Starting with the culture of Threads, unlike Instagram, where most posts and stories are exquisite and beautifully crafted, showcasing the great life of the content creator or user. Threads, on the other hand, are not crafted like Instagram, but rather share junk posts, which, interestingly, many of those junk content turn out to generate heavy traffic (K, 2023). That is, one of the companies opened an account for their Oyster Omelet Potato Chips, and successfully gained 24,000 followers, with over 9 million views within 7 days, simply by replying to everything with meme pictures and their brand name: Oyster Omelet Potato Chips (Wang, 2025). Although the main reason they only reply with brand names is to avoid a PR crisis (the bustling and interactive community atmosphere, as well as the unique traits of quickly breaking through social media bubbles on Threads, could easily cause an extreme PR crisis), they still deliver an impressive outcome.

Algorithm of Threads: Contents are the key to generating traffic

Secondly, the algorithm of Threads is not designed to consolidate your existing social bubble, but to expand your vision to different topics and also the trends that are popular in your region (Lin, 2024). That is, followers on Threads are no longer important; any user with very few followers can create significant traffic for a post if the content is desired. This gives a chance for anyone or small businesses with great content to be seen, which many businesses, like Taiwan Chia-Nan Goat Milk Farmers’ Cooperative, successfully gain massive attention overnight. People flock to interact with the official account and eventually subscribe to goat milk delivery. 

Amplify visibility: “Comment round” technique

Third, the technique of official account editors is very important. For Threads is a lively society, one of the important techniques that is used among many content creators is “ comment round,” which firstly, they leave fun or junk comments on the post or others’ comments that mention their brand. In the second phase, they started to comment on popular posts that did not mention their brand and even irrelevant with their brand, with witty words or memes related to their brand. These techniques successfully generate buzz and bond the relationship between brand and consumer. One of the successful cases is 8 Yoi Tea. Their editors are very active on Threads society and are known for they will respond to every post that mentioned their name. With only 30 bubble tea shops in Taiwan, but many of their posts accumulated 900k views in less than two days. Their marketing on Threads successfully helped them achieve a 20% year-over-year (YoY) growth in sales, and saved around CAD 4000 marketing cost(Chen, 2024).

Comparison between Threads and X( formerly Twitter)

As mentioned above, Threads is a rising star in Asia, particularly in Taiwan, where it has had numerous successful cases, helping businesses expand their market and boost brand awareness, ultimately achieving the desired outcome: generating revenue. While looking back at America’s market, where a similar platform, X (formerly Twitter), already exists, is it still worth it for business owners to invest effort into operating an account on an unfamiliar platform? There are some highlights worth considering. First, Threads is part of the Meta ecosystem and is especially well-connected with Instagram, where nearly all (96%) active Threads users are also Instagram users (Saha, 2025).  Until now, users of Facebook and Instagram still dominate the social media market, with the worldwide monthly active users being 10 times more than those of X (formerly Twitter) (We Are Social et al., n.d.). Secondly, comparing these two similar social media platforms, X (formerly Twitter) has a monthly active user base worldwide of 557 million (Dixon, 2025), while Threads has a somewhat smaller monthly active user base worldwide, at 400 million (TechCrunch & Social Media Today, 2025). Although the user of two platforms are not significant far apart, looking into Americas market, we should also have a keen eye on the fact that the user of X (formerly Twitter) in North America is dominated by 110 million users (We Are Social et al., n.d.), which if company wanted to focusing on the Americas market, X (formerly Twitter) might still be a better platform to reach the audience. Third, some research has also pointed out that X (formerly Twitter) remains one of the leading platforms, but Threads is steadily growing, and its speed has surpassed the growth rate of X (formerly Twitter). On some days, Threads had surpassed X (formerly Twitter) in daily active usage (Similarweb, 2025).

Conclusion

To conclude, there are both pros and cons to Threads and X (formerly Twitter). Every platform had its own personality and working style. Threads is indeed a rising star that offers various functions, including promotion, increasing brand awareness, expanding the market, and building connections with customers. There is still much concern for business owners to decide whether to invest time and effort into a new social media platform, and whether their target customers are also using it. Threads is still a growing platform that offers numerous opportunities to companies, while X (formerly Twitter) has a larger user base and remains impactful in the regional market. Whether the business aligns with Threads’ culture and how to manage social media use deserves serious consideration from companies; however, we should not ignore the strength and potential of Threads, especially in terms of increasing brand awareness, building relationships, and converting turnover into revenue.

References

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Dixon, S. J. (2025, March 27). Threads – statistics & facts. Statista. Retrieved November, 2025, from https://www.statista.com/topics/12146/threads/#topicOverview

Dixon, S. J. (2025, October 16). Biggest social media platforms by users 2025. Statista. Retrieved November, 2025, from https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

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K, C. (2023, July 23). Threads sparks a craze: Posting seemingly trivial content is a very important thing. Threads 引爆熱潮：發廢文，是一件很重要的事. A day Magazine. Retrieved November, 2025, from https://www.adaymag.com/2023/07/10/thread-nonsense-article.html

Lin, C. (2024, December 26). Threads Tracking Guide to Over 10,000 Followers: Algorithm Analysis, Traffic Management, and Follower Growth Strategies (Lazy Person’s Guide) Threads 追蹤破萬經營攻略｜演算法分析、流量經營、漲粉策略懶人包. Business Next. Retrieved November, 2025, from https://www.bnext.com.tw/article/81784/threads-engage-strategy

Saha, S. (2025, June 19). Instagram Threads User Statistics And Facts 2025. GrabOn. Retrieved November, 2025, from https://www.grabon.in/indulge/tech/threads-users-statistics/

Similarweb. (2025, September 25). Threads and X have similar daily active usage over the past week. Threads. Retrieved November, 2025, from https://www.threads.com/@similarwebinsights/post/DPBAdoFDSG5

Taiwan Chia-Nan Goat Milk Farmers’ Cooperative. (2025, September 10). Me after watching the press conference in the early morning 凌晨看完發表會的我. Threads. Retrieved November, 2025, from https://www.threads.com/@rnn9063t/post/DOaS0KMCe9y

Taiwan Chia-Nan Goat Milk Farmers’ Cooperative. (2025, September 12). I’ve already ordered a year’s supply of goat milk for you. 我已經幫你訂了一年份的羊奶。. Threads. Retrieved November, 2025, from https://www.threads.com/@rnn9063t/post/DOfRRwYiZxG

Taiwan Chia-Nan Goat Milk Farmers’ Cooperative. (2025, September 17). You might not know this, but we actually make yogurt too !大家可能不知道 我們家其實有優酪乳喔～. Threads. Retrieved November, 2025, from https://www.threads.com/@rnn9063t/post/DOsIeONCebC

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Wang, Y. R. (2025, August 8). How did Huayuan’s editor gain 24,000 followers in just 7 days on Threads with just the phrase “oyster omelet and potato chips”? 創帳7 天漲粉2.4 萬！華元小編如何靠一句「蚵仔煎洋芋片」經營Threads？. Manager Today. Retrieved November, 2025, from https://www.managertoday.com.tw/articles/view/70763?opi=packid_48943_pid_7527669_ssid_2zod3_guid_dc5f5a3d-9744-11ee-b4f2-0242ac130002?utm_source=aigc-subpage&utm_medium=reference&utm_campaign=ai.managertoday.com.tw&utm_content=answer-1587063We Are Social, DataReportal, & Meltwater. (n.d.). X/Twitter: Global audience 2025. Statista. Retrieved November 10, 2025, from https://www.statista.com/statistics/242606/number-of-active-twitter-users-in-selected-countries/