Should You Be on Threads? Here's the Honest Answer

There's a question I keep getting from clients and colleagues, and it goes something like this: "Should I be on Threads?"

Sometimes it's framed as curiosity. Sometimes it's straight-up FOMO. Either way, I get it — and I have thoughts. A lot of them.

So let's talk about what Threads actually is, who it's genuinely good for, and who can very confidently sit this one out.

Where Threads Came From (Quick Version)

Threads launched on July 5, 2023, and it's often described as a microblogging platform — which, honestly, is the most accurate way to put it. Thirty million users signed on that first day. If you were on Instagram around that time, you probably remember seeing the little Threads handle pop up on your profile almost automatically.

That was two-plus years ago. The platform has found its footing since then, and the vibe has shifted — in a good way.

What Threads Actually Is

Threads is a discovery platform. It's top-of-funnel, community-driven, and almost entirely text-based.

The way I think about it: someone finds you on Threads, they hop over to your Instagram or head straight to your website to check you out, and then they're looking at your services and pricing. That's the funnel. It's not a place where you're closing deals — it's where people start to get to know you.

My rough breakdown of how to use it well:

• ~33% posting your own stuff — opinions, observations, random thoughts
• ~33% thought leadership — insights about your industry or niche
• ~33% engaging with others — this part is non-negotiable

That last one is what most people skip when they try to "batch and schedule" their way through Threads, and it's exactly why they feel like they're talking to no one.

Why People Are Asking About It Again

I have a few theories.

One: Instagram just isn't hitting the same way it used to. Views are down. Growth has stalled. It feels performative in a way it didn't before. I'm hearing this constantly from my clients and my community.

Two: We all want more visibility. Threads feels like a potential shortcut to that.

Three: FOMO is a powerful thing. There's this nagging sense of am I missing something? that keeps this conversation alive.

Here's what I'll tell you, though: Threads is not going to solve your marketing problems. No platform is. If your messaging is unclear, adding a new channel just means you're unclear in more places.

Who Threads Is Actually For

I'll be honest — Threads comes very naturally to me. I'm a copywriter, I love a witty one-liner, and I genuinely enjoy the low-pressure, conversational nature of the platform. It's reminiscent of early Twitter, back when it was just people posting random opinions about Survivor. Before it turned evil.

You might love Threads if:

• You enjoy sharing ideas on the fly
• You have strong opinions about what's happening in your industry
• You genuinely like connecting with strangers online
• Casual, conversational content feels more natural than produced content

And here's how it's actually worked for me in terms of business: I've landed podcast guest spots, brought guests onto my own show, gotten speaking opportunities inside other people's group programs, and received direct inquiries from people who found me there. A lot of referrals have come through threads, too — not because I was self-promoting, but because I'd built enough of a presence that other people recommended me when someone was looking for a copywriter.

Who Should Absolutely Skip It

Please, please do not add Threads to your plate if:

• You already feel stretched too thin with your current marketing
• You prefer to batch content, schedule it, and move on (you can do that, but you'll miss the whole point)
• You like structured, organized content — a month planned out in advance, everything in its place
• What you're already doing is working

That last one is worth repeating. If Instagram is bringing in leads, or your email list is converting, or LinkedIn is doing its job — don't touch anything. Don't add a new platform because someone (including me) made it sound appealing. Adding more channels when your current ones are working is just adding noise.

And if your current platforms aren't working, the honest answer is that Threads probably isn't the fix. A messaging problem doesn't get solved by moving to a new platform — it just follows you there. Stronger, clearer messaging on the channels you already have will do more for your visibility than any new app.

The Real Cost of Any Platform

Technically, Threads is free (unless you have the blue check). But it costs you energy and mental load, and those aren't small things.

If a platform feels daunting — the way TikTok feels to me, no matter how many times my friend Sarah has tried to teach me — you'll never actually use it. And a platform you resent is worse than no platform at all.

So, Is Threads Worth It?

For the right person? Yeah, absolutely.

For someone who loves chit-chatting, has strong opinions, and can show up consistently without it feeling like a chore? Threads can be a genuinely powerful discovery tool that leads to real business results.

For everyone else? You have my full permission to ignore it.

You're already doing a lot. Don't add something else just because it's there.

🎧 Listen to the podcast

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Listen to the show here: 

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