On Threads, people read rather than look. Those who follow usually do so because of a stance or a view of the subject: one thought per post, in a tone people recognise. A company is well placed for this, because it has experience in a field that others like to know about.

Followers, replies, likes and reposts can hardly be handled separately from one another there. Anyone who writes a post with a clear statement gets likes; anyone who takes a position gets replies and quotes; anyone who replies to others gets found and followed. This guide therefore follows the order in which you actually do these things, rather than the order of metrics.

Step 1 of 6

Create the profile and check it for the small circle

Threads is usually created through the Instagram account and can take over name and profile picture from there. Check whether both also work where they appear only as a small circle above a text post. The bio can be written separately from Instagram and may be shorter and more personal; the profile also lets you add several links.

In the bio, do not say who you are but what you write about here. "Here: short notes from the workshop" is a reason to follow. How to build a Instagram profile is covered in the Instagram guide on followers.

ChecklistStep 01

Profile picture and name are still recognisable when small.
The bio says what you write about.
The links in your profile lead to where interested people can read on.

Step 2 of 6

Set one voice and three topics

Choose three topics you can speak about regularly, and set a tone: matter-of-fact, dry, approachable. Write the way you would explain things to a client on the phone. A marketing formula would feel out of place here.

Then collect ten post ideas from your everyday work: a question customers keep asking, a mistake you see often, a decision you make differently from the market. This is the stock for steps 4 and 5.

ChecklistStep 02

Three topics are written down.
The tone is described in two sentences.
Ten post ideas from everyday work are ready.

Step 3 of 6

Get into conversations before you start your own

A new profile has no audience yet, but it can reply. Look for posts by people and businesses in your network and write under those where you can genuinely add something: a supplement, an experience, a factual counterpoint. Anyone reading will look at your profile.

Advertising under other people's posts comes across as pushy and gets you blocked. Reply as if you were at a trade event.

ChecklistStep 03

Ten accounts in your network worth following are noted.
Several replies under other people's posts per week are in place.
No reply is sold.

Step 4 of 6

Write posts people can like, quote and reply to

Put the statement in the first line, because the overview usually shows only the beginning. One thought per post that still makes sense without your name: an observation, a rule of thumb, a sharp point. Such sentences get liked and reposted or quoted with a thought of their own; pure announcements ("New in the range") do not.

Leave something open or show a stance people can share or reject ("A price list on the website is better than an offer on request"), and replies will follow. If a thought is longer than one post, chain several posts into a thread; a single post holds 500 characters. One topic tag per post can make it discoverable.

ChecklistStep 04

The statement is in the first line, greetings are removed.
Each post contains a sentence that can stand on its own.
Five drafts end with an observation or a question.
For three positions from your field, there is a justification in two sentences.

When your ideas need an image or a carousel, we design them for Threads in the same look as your Instagram profile.Threads offer from Social Rocket

Step 5 of 6

Reply to replies, and tolerate disagreement

When someone responds, carry the thought further instead of just liking it. That turns two sentences into a conversation others can follow. You can pick up good questions later as a post of your own: "On the question from the other day: …". Whoever asked notices that they were heard.

Factual disagreement is a good sign, because someone has taken your post seriously. Thank them, respond to the substance and admit mistakes. Insults and spam you do not answer: Threads allows you to mute, restrict, block and report accounts. Decide in advance when you will do so. Via reply controls you determine who may reply to a post.

ChecklistStep 05

Replies are answered the same day, one person is responsible.
For disagreement there is one stance in the team: factual, not offended.
It is defined when accounts are muted or reported.

Step 6 of 6

Set a rhythm, invite from Instagram, evaluate

A few posts per week sustained over months carry further than a burst at the start. Schedule them like appointments and collect ideas in a note on your phone. An image with one line of text or a carousel with a list gives an idea a shape that is easy to share; use the same colors and fonts as Instagram. Posts can also be shared in a Instagram story or in the feed.

Point to your Threads profile on Instagram, in your newsletter and on your website, with a reason to follow. Once a month, check the insights to see which posts received the most likes, replies, reposts and quotes, and write down what they have in common. A post that is often liked but never replied to is not a conversation; it can still be right, so decide what you want.

ChecklistStep 06

The rhythm is set and manageable.
Your Instagram bio or story and newsletter point to the Threads profile.
A date for the monthly comparison is in the calendar.
Images carry at most one idea and are readable on a phone.

What you should have after four weeks

After four weeks, the following should be in place:

One voiceThree topics and a tone in which you write.
First conversationsReplies under other people's posts and under your own, from which contacts have emerged.
Posts with a clear first lineThe statement comes first, not the greeting.
A rhythm and a comparisonFixed times for posts and a note on what your best ones have in common.

Frequently asked questions

Do we even need Threads?

Not every business does. It is worth it if you enjoy writing about your field and already run Instagram.

Does the account have to be linked to Instagram?

Threads is usually set up via a Instagram account; the sign-in options can change. You can see how closely profile and account are connected in the app's settings.

What is the difference between a repost and a quote?

A repost shows the post unchanged, a quote adds a thought of your own. You will find both behind the repost icon under the post ("Repost", "Quote"), where the post allows it.

What if nobody replies?

Then the post was too closed or the audience still too small. Reply to others yourself and try a more open format. A request for replies quickly feels like a chore; a question in the post is enough.

Can I set who is allowed to reply?

Yes, Threads offers reply controls that let you decide who may reply to a post. If you want conversations, most people allow everyone.

How often should we post?

As often as you can keep up over months.

Agency · Threads

Threads content for Social Rocket

We design image posts and carousels for Threads in the same look as your Instagram profile and produce them every month.

To the Threads offer

SREditorial team Social Rocket. This guide was written by our editors and is reviewed regularly. It contains no links to providers that sell followers, likes or views.