The rules of digital visibility changed. In 2025, AI Overviews meant users got quick answers without visiting our site. Information was there, but our brand was not.
As a social media manager, I noticed this shift. Every view we earned through search started to feel less valuable.
That is why Threads matters. Every view there is a window into our voice and our personality.
By leaning into authenticity, consistency, and community, we transformed our presence. We went from just 300 quarterly views to 90,000 in Q2. That nearly doubled to 172,000 views in Q3. That is 30,000% growth in three months.
Threads became more than a social platform for us. It became the stage to show the human side of Sendible. In a world where clicks are disappearing, that kind of brand presence is priceless.
I am Connie, Sendible's Social Media Coordinator. This is our story. I will show you how to grow on Threads using the R.E.A.L. framework.
When I first started, we treated Threads like another content bucket. We repurposed posts from X and LinkedIn. Our Q1 results were minimal: 300 views total.
I will be honest: it felt like a ghost town.
As a social media manager, it is too daunting to change your strategy. There are always too many channels to keep up with. But I knew that repurposing was failing us.
By mid-March 2025, we had to change. We decided to practise what we preached. Social media must be human, relatable, and community-driven. This aligned with our brand’s R.E.A.L. personality values: Reliable, Empowering, Authentic, and Leading.
Threads was the perfect place to bring our R.E.A.L. brand to life. I stopped worrying about mistakes. I just wanted to be part of the conversation.
Our success was built on a simple, repeatable framework. This R.E.A.L. Threads strategy is the key to our exponential growth.
On Threads, imperfect is better than polished. The platform felt raw and conversational to me. I dropped the corporate perfection and the need to impress.
Our posts became honest, emotional, and delightfully unhinged. I included pop culture references, like Taylor Swift or BTS. They are not just brand content; they are me. I believe that being human is what Sendible represents.
I love being a social media manager. But I also know the struggles.
We moved from posting weekly to posting every day. Consistent posting, often multiple times a day, is vital for the Threads algorithm. It builds audience expectation and maintains momentum.
We schedule evergreen, relatable Threads content weeks in advance. We use our Optimal Times feature for this. This frees up my time for community management and reactive trends.
Consistency drives the acceleration effect: 55% of our Q2 views came in the final month. This proves consistent posting creates momentum. Momentum drives exponential growth.
Do not expect immediate results. Expect slower traction in months one and two. Expect exponential acceleration by month three if you remain consistent.
We needed a scalable strategy. Our content pillars keep our presence consistent and varied.
Schedulable content: Evergreen memes, questions, and relatable posts. This means I can think of content ideas whenever I'm scrolling, reporting, or trying to stay focused in meetings.
In-the-moment content: Reactive commentary on trending topics.
I love community management. It is the core of how to grow on Threads.
I spend most of my time replying, quoting, and joining conversations.
(I even post from the airport toilet, it is that important).
Our reply to a Fanta post received 690 likes. Fanta replied back, too!
One of my replies to another post received 417 likes. This was half of the original post's likes.
We built relationships with brands like Lidl, Domino’s UK, Monzo, and Microsoft Teams.
Proactive engagement boosts visibility on brand timelines. It acts as social proof, too.
The growth on Threads was sustained and organic. It outperformed many of our established channels.
Threads outpaced every other network in organic impressions gained over 90 days.
Threads grew 1.5x faster than LinkedIn.
Threads grew 1.4x faster than X.
Threads grew while Facebook (−87%) and TikTok (−68%) both declined.
Most brands have not yet tapped into Threads' potential. This creates an outsized opportunity for early adopters.
Only 1% of Sendible customers were publishing content on Threads recently. This is low compared to:
Facebook: 21.1%
Instagram: 19.3%
Based on our experiment, these items underperformed consistently:
Links and branded imagery: They made the timeline look too corporate. Posts with links or polished branded images had lower engagement.
Repurposed content: Do not copy and paste posts from X or Bluesky. Content must be platform-native.
Sporadic posting: Do not post "every now and then." You need to maintain momentum.
| What to do on Threads | What not to do on Threads |
| Stay consistent — momentum compounds over time. | Rely on links and branded imagery (they underperform). |
| Post imperfect, humorous, and reactive content. | Repurpose the same content from X or Bluesky onto Threads. |
| Prioritise replies and conversations over broadcasting. | Post sporadically or “every now and then”. |
| Invest in proactive community management for awareness & social proof. | Take a passive approach to community management. |
| Schedule evergreen content so you can stay flexible for trends. | Treat Threads like a traditional broadcast channel. |
If you want to know how to grow on Threads, focus on these steps:
Create platform-native content: Be unique, be quick.
Prioritise authenticity: Imperfect, humorous, and relatable posts work best.
Post daily, not weekly: Consistency is key to compounding growth.
Invest in community management: Reply and join conversations.
Treat Threads as a conversation-first space: Focus on the timeline, not your profile.
Our Threads journey proved that authenticity, consistency, and community equal growth. We continue to see over 170,000+ views per quarter. We are building genuine relationships with our audience.
While Threads may not be right for every brand, it is a wonderful place for community. It offers a unique opportunity for those willing to embrace its quirks.
Ready to see the full picture?
We compiled all our data, insights, and analysis into one comprehensive resource. Use it to secure buy-in from leadership and clients.
Yes, absolutely. B2B brands can use Threads to establish a human and relatable presence. While it may not generate direct leads, the high organic visibility and community-building are invaluable for Top of Funnel (TOF) brand awareness and trust-building.
The Threads algorithm prioritises engagement and recency. It heavily rewards brands that participate, not just those who broadcast. Consistent, daily posting and proactive actions like replying boost your reach.
The most effective Threads content is text-only, platform-native, and highly relatable. This includes sharing funny memes, making witty observations, and participating in real-time trends. Content that feels honest and spontaneous—not corporate—performs best.