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Threads for brands: what works and what doesn’t

29/ 05/ 2026
  On 27 May, within the Marketing and Communications Committee of the European Business Association, a webinar titled “Threads for Brands: Launch, Metrics, Case Studies” took place, featuring speakers Olena Shulha, Head of SMM at COMFY, and Viktoriia Semeniuk, Head of SMM and digital marketing expert. Viktoriia Semeniuk emphasised that the most common mistake brands make is starting their activity on Threads with a content plan rather than with business objectives. Before launching a communication channel on the platform, companies should consider a number of key questions: Is your audience present on the platform? Are you ready for human-to-human communication? Can the business afford a channel without immediate ROI? Is top management ready for fast, less formal communication without multi-level approvals? The speaker also focused on key metrics used to assess performance on Threads, including follower growth rate, share of voice in the category, sentiment of comments, performance of posts and replies, share of brand mentions, traffic to profile or website, resonance rate, and others. Participants also discussed the platform’s tone of voice, shaped by its close audience proximity, high level of reactivity, and encouragement of humour and self-irony. Olena Shulha shared practical case studies, failures, and recommendations for developing a brand presence on Threads. According to her, it is “the most human social network”, where brands are expected to behave like people rather than advertising banners. She also stressed that Threads promotes situational content and discussions, meaning traditional month-ahead content plans perform significantly worse or do not work at all. Among the recommendations for working with the platform’s algorithm were: engaging with active accounts; commenting on popular threads; testing different content formats; interacting with other accounts. The Association thanks the speakers and all participants for their active engagement. See you at upcoming PR & Marketing Hub EBA events 😉

On 27 May, within the Marketing and Communications Committee of the European Business Association, a webinar titled “Threads for Brands: Launch, Metrics, Case Studies” took place, featuring speakers Olena Shulha, Head of SMM at COMFY, and Viktoriia Semeniuk, Head of SMM and digital marketing expert.

Viktoriia Semeniuk emphasised that the most common mistake brands make is starting their activity on Threads with a content plan rather than with business objectives. Before launching a communication channel on the platform, companies should consider a number of key questions:

  1. Is your audience present on the platform?
  2. Are you ready for human-to-human communication?
  3. Can the business afford a channel without immediate ROI?
  4. Is top management ready for fast, less formal communication without multi-level approvals?

The speaker also focused on key metrics used to assess performance on Threads, including follower growth rate, share of voice in the category, sentiment of comments, performance of posts and replies, share of brand mentions, traffic to profile or website, resonance rate, and others.

Participants also discussed the platform’s tone of voice, shaped by its close audience proximity, high level of reactivity, and encouragement of humour and self-irony.

Olena Shulha shared practical case studies, failures, and recommendations for developing a brand presence on Threads. According to her, it is “the most human social network”, where brands are expected to behave like people rather than advertising banners. She also stressed that Threads promotes situational content and discussions, meaning traditional month-ahead content plans perform significantly worse or do not work at all.

Among the recommendations for working with the platform’s algorithm were:

  • engaging with active accounts;
  • commenting on popular threads;
  • testing different content formats;
  • interacting with other accounts.

The Association thanks the speakers and all participants for their active engagement. See you at upcoming PR & Marketing Hub EBA events 😉

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