Threads is no longer just a shiny new platform—it’s now a serious contender. According to a report shared in a recent TechCrunch article, Threads is on track to match X (formerly Twitter) in daily app usage. That’s a big rise in under two years—and all communication professionals should take notice!
At Social News Desk, we’ve been ahead of the curve—offering Threads publishing capabilities inside the SND Dashboard since the earliest days of the platform. But it’s no longer just about access. It’s now about strategy.
So what does this growth mean for your team? Whether you’re managing communications for a newsroom, city government, or university, now is the time to rethink your approach.
Threads is the New Public Square—Don’t Miss the Moment
X has long been the go-to for real-time updates, breaking news, and public alerts. But as Threads closes the user gap, it’s becoming clear: people are tuning in elsewhere.
For communicators, this marks a major shift in where communities are choosing to engage. From storm warnings and press briefings to campus updates and community events—the expectation is that this information is available where audiences already are. Threads is increasingly that place.
You don’t need to abandon X, but you do need to build a sustainable, consistent presence on Threads. After all, this isn’t a trend — it’s a transition.
What Should You Be Posting on Threads?
In our recent webinar on Threads strategy, Meta shared insights on what works best and how make the most out of the platform. Spoiler: Threads is not X ‘2.0.’ It pays off to have a different tone and approach.
1. Be Conversational, Not Just Informational
Threads thrives on authenticity and relatability. While X is optimized for headlines, Threads favors humanized messaging. Use a tone that sounds like your newsroom, mayor’s office, or student services team is speaking directly to the community.
At the end of the day, it’s about engaging in meaningful dialogue that is both active and engaging.
2. Lean Into Community Connection
This is your chance to build trust through dialogue, not just broadcast. Engage with replies. Share community moments. Amplify local voices. Engaging in conversations is as important as initiating them!
3. Create Content with a “Start the Conversation” Mindset
Ask questions. Use polls. Start a thread that invites feedback or tells a story over several posts. Think less “announcement board” and more “community bulletin.”
The main thing to remember: Direct interaction invites your followers to participate and share their thoughts.
Questions to Ask When Building a Sustainable Presence on Threads
Success on Threads—just like any other platform—starts with intention. To build a strategy that’s consistent, authentic, and effective, communicators should ask:
1. Who is our target audience on Threads—and how do they differ from those on X or Facebook?
→ Are you speaking to younger users, local residents, prospective students, or niche interest groups?
2. What types of content will resonate best with that audience?
→ Think: behind-the-scenes content, Q&As, short storytelling threads, or casual updates.
3. How often can we realistically publish to Threads—and who will own that responsibility?
→ Establish a cadence that’s achievable. Remember that consistency trumps volume. It’s not a race!
4. What does “success” look like for us on Threads?
→ Is it reach? Engagement? Community feedback? Set clear goals and lean on KPIs that matter most to you.
5. How will we respond to engagement and conversations on Threads?
→ Threads encourages back-and-forth. Have a plan for replies, moderation, and tone — and execute!
6. How does Threads fit into our broader social media plan?
→ Ensure it’s part of your cross-platform workflow, and not a “solo” experiment.
Why Threads’ Rise Matters For You
For newsrooms, Threads can serve as an extension of your editorial voice. Share behind-the-scenes content. Highlight reporters’ voices. Bring personality into breaking news coverage—something that increasingly resonates with younger audiences.
For municipalities: From transit alerts to public safety updates, Threads is a space to reach residents where they already are—and without the volatility of legacy platforms. Consider it a digital town hall.
For colleges and universities, Threads is fertile ground for student engagement. Showcase campus life, respond to FAQs, share resources—all while building a presence that feels fresh and responsive.
SND = Threads Ready
Our team at Social News Desk saw this coming. That’s why we’ve offered Threads access from the start as one of the first official Beta partners. We partnered with Meta to help with the development of the Threads API, and we’ve been proud to offer publishing, scheduling and analytics for Threads to our customers.
If you’re already using SND, Threads is already at your fingertips. Reach out to our Client Success team at support@socialnewsdesk.com – we’re here to help!
If you’re not in SND, we’d love to tell you more. Request a demo or free trial to get started today! Let’s get your team set up to manage your message and grow your reach—wherever your audience is spending time.
