Threads – highlights, limitations and recommendations

Threads. Everyone is talking about it and more than 100 million people have already signed up to use it – making it the fastest-growing consumer app in history, taking the record set by Open AI’s ChatGPT late last year. 

Launched on 5 July 2023, Threads is a new app from Meta, the parent company of Facebook, Instagram and WhatsApp.  

The platform looks a lot like Twitter, with a feed of largely text-based posts where people can have real-time conversations. 

This article provides a quick breakdown of everything you need to know to get underway – the highlights, limitations and recommendations.  


  • It’s available on IOS and Android in 100 countries – but not in the European Union due to concerns about privacy standards. 
  • You have 500 characters to play with and up to 5 minutes for videos (photos and links ok too).  
  • All you need is an Instagram account to sign up to Threads. 
  • Tools are in place to encourage positive, productive conversations.  
  • You can customise your feed to accounts you follow.  
  • You can pause notifications 
  • Your feed won’t be overrun by sponsored ads (yet). 


(That may be rectified down the track) 

  • There is no direct message function. 
  • You can’t edit a post once it’s published.  
  • There is no trending topics section, but there is a search function. 
  • You can’t delete Threads without deleting Instagram, but you can deactivate your account so it’s not publicly available. 


  • The posts with the highest engagement have adopted a quirky, playful approach, using attention-grabbing content and one-liners.  
  • It’s important to have a good handle on your brand voice – and stick with it. Make sure it’s authentic and full of personality. 
  • Many are recommending that companies jump on it now, before it becomes too ‘noisy’ and overcrowded – making it harder to stand out. 

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