Threads growth report: 300 to 197k views

In 2025, the rules of digital visibility changed almost overnight. AI overviews began answering questions directly in search, so the traffic we once earned through search started to vanish. People got the information without ever visiting our site, and without ever experiencing who Sendible is.

That's why Threads mattered. Every view was a window into our voice, our values and our personality. By leaning into authenticity, consistency and community, we turned 300 quarterly views into 90,000 in Q2, then nearly doubled that to 172,000 in Q3.

In a world where clicks are disappearing, that kind of brand presence is priceless.

"In an AI-driven world, the most powerful thing a brand can be is human. Threads gave us the freedom to show our true voice, and it worked wonders."

Tamara, Head of Content Marketing at Sendible

See how Sendible schedules Threads

In early 2025, Sendible's Threads presence was negligible: 300 views across an entire quarter. After we revamped our strategy, we reached 90,000 views in Q2. In Q3, that momentum nearly doubled to 172,000 views.

But the real story is why we track Threads views at all. From mid-March, AI overviews reshaped search behaviour. Impressions grew, but people no longer needed to click through, so they never discovered who we are as a brand. On Threads, every view is exposure to our voice, our personality and our values. Instead of a faceless answer box, people met Sendible as human, funny and authentic.

"Threads changed the way I felt about social media. It was the first time I'd ever felt like I could be myself. I wasn't worried about making mistakes or how many likes we got, I just wanted to be part of the conversation. It changed everything: our social presence, our growth, but most importantly, it gave me a whole new love for social media management."

Connie, Social media expert

Plan your first week of Threads posts

Our Threads strategy is simple, and it's built on the values that define our brand. We call it the R.E.A.L. Threads strategy.

The R.E.A.L. Threads strategy: Relatable voice (conversational, imperfect over polished), Every day (daily posting at peak activity times), Anchored in content pillars (evergreen, relatable and reactive posts) and Led by community (replies, conversations and brand banter).

R: Relatable voice.

On Threads, imperfect beats polished. Our posts are sometimes messy, emotional and delightfully unhinged, often full of Taylor Swift or BTS references. They're not just brand content; they're Connie. And Connie is what Sendible represents: human, relatable and real.

Sendible Threads post reading "how do i tell my boss engagement is up this week because hash browns are trending", with 44 likes, 8 replies and 2 reposts.

E: Every day.

We post every day during peak activity hours, using Sendible's Optimal Times feature. Evergreen, relatable content is scheduled weeks in advance, which frees us up for community management and real-time trends. The rule is simple: at least one scheduled post a day, but the best moments often come from what we create in the moment.

Sendible content calendar showing at least one Threads post scheduled every day across three weeks.

A: Anchored in content pillars.

Threads isn't our only channel, so the strategy had to scale. Our pillars keep us consistent and varied: evergreen memes, social media manager struggles, questions and relatable posts, all schedulable in advance. The most important pillar is reactive content, which keeps us relevant and part of the conversation.

L: Led by community.

Scheduling ahead gives us space for what matters most: community management. We reply, banter and join conversations with brands and people every day. This proactive engagement isn't an add-on; it's what turned Threads into one of our fastest-growing channels.

"Threads has proven to be one of our fastest-growing channels and the place where our brand feels most alive. What started as an experiment quickly became a powerful driver of authentic brand awareness, and moving forward it will sit at the heart of both our social and content strategy."

Tamara, Head of Content Marketing at Sendible

Schedule your first Threads post

but what about the engagement

How did engagement change over the year?

Engagement held steady at 1,000–2,000 a month through mid-2025, dipped in October and November, then spiked to 31,363 in December when two posts went viral. What matters more is what came after: monthly engagement never fell back to 2025 levels.

Bar chart of Sendible's monthly Threads engagements from May 2025 to June 2026. Engagement averaged 1,271 a month from May to November 2025, spiked to 31,363 in December 2025 thanks to viral posts, then averaged 5,781 a month from January to June 2026, about 4.5 times higher.

The dip (October–November 2025): our social media manager was travelling across time zones, so daily community management paused. Engagement fell to around 650 a month and took time to rebuild. Proof that the community side is the engine, not a nice-to-have.
The spike (December 2025): viral posts drove 31,363 engagements in a single month. [Name and link the viral posts; see asset brief]
The new baseline (2026): monthly engagement in the first half of 2026 averaged about 4.5 times the 2025 level. That's the community we've built showing up, consistently.

Pillar	2025	2026
R: Relatable voice	Imperfect over polished; pop-culture references	Even more personal: the person behind the account is the content
E: Every day	At least one scheduled post a day	Still daily, often more than once, with a heavy focus on reactive posts
A: Anchored in content pillars	Memes, polls, evergreen and reactive posts	Polls and memes dropped; relatable and evergreen posts that ask questions or invite replies
L: Led by community	Banter with Fanta, Lidl, Microsoft 365 and Monzo	Brand interactions with MLB, Domino's, Channel 5 and Splitrun; repeat connections with K-pop communities, Channel 5 and Splitrun

"If there's one thing I've learned over the last year, it's that people trust people, not brands. Leaning into community management and reactive posting isn't about chasing virality, it's about building relationships. For me, that meant being unapologetically myself, right down to my love for K-pop. By bringing my own personality to the Sendible account, I didn't just build an audience. I built a loyal, dedicated community that actually knows me and showed up for us every single day, and brands don't create that kind of loyalty, social media managers do."

Connie Searson, Social media expert

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this is where we give you advice, again

What would we tell brands starting on Threads in 2026?

To grow on Threads in 2026, brands should talk to their community every day, build relationships with the accounts that show up regularly, show the person behind the account and write like a person rather than a company or an AI. Testing new Threads features early also pays off: in our experience, it consistently earns engagement.

What to avoid: links and images in posts, which in our experience cut reach, plus salesy or purely promotional content, replies to conversations that aren't relevant to your brand, and engaging with problematic accounts before checking who they are.

Threads do's and don'ts for 2026. Do: talk to your community every day, get to know your regulars, show the person behind the account, talk like a person rather than a company or AI, and try new Threads features early. Don't: add links or images, use salesy or purely promotional posts, jump into irrelevant conversations, or engage with problematic accounts without checking who they are.

Frequently asked questions about growing on Threads

How did Sendible grow on Threads? Sendible grew from 300 quarterly views to 90,000 in three months by switching from repurposed posts to daily, platform-native content and proactive community management. We call the approach the R.E.A.L. Threads strategy: relatable voice, every day, anchored in content pillars and led by community.

How long does it take to see results on Threads? In our experience, expect slow traction for the first one to two months. In Q2 2025, 55% of our quarter's views came in the third month, once consistent posting had built momentum.

How often should a brand post on Threads? At least once a day. We schedule one evergreen post a day in advance and add reactive posts on top, often posting more than once a day.

Do links and images hurt reach on Threads? In our testing, yes. Posts with links or images consistently reached fewer people than text-only, conversational posts, so we keep posts native and text-led.

Is Threads worth it for brands in 2026? For Sendible, yes: Threads delivered 197,000 organic views in Q2 2026, up 119% year on year, making it our largest source of organic reach. Results depend on consistent posting and daily community management.

Can you schedule Threads posts with Sendible? Yes. Sendible lets you schedule and publish Threads posts alongside your other social profiles and use Optimal Times to post when your audience is most active.

From 300 to 90,000 views in 3 months: the Sendible Threads report.

At a glance.

Executive note · The why

Why did Sendible invest in Threads?

"In an AI-driven world, the most powerful thing a brand can be is human. Threads gave us the freedom to show our true voice, and it worked wonders."

Tamara, Head of Content Marketing at Sendible

Executive note · The what

What results did Sendible get on Threads in 2025?

Where did Sendible start on Threads?

What changed in Sendible's Threads strategy?