Top Brands on Threads: How They Gained Followers Quickly

The Shift to Conversational Social Media

Social media is no longer just about broadcasting polished messages to a silent audience. The rise of text-first platforms like Threads has shifted the focus back to conversation, spontaneity, and genuine connection. Since its launch, Threads has accumulated 120 million users, creating a new arena for brands to engage with their communities in real-time. For marketers, this represents a significant opportunity to humanize their brand voice and build deeper relationships with customers. Unlike image-heavy platforms where production value often dictates engagement, Threads rewards authenticity and immediacy, allowing brands to participate in cultural moments as they happen rather than reacting hours later.

Many brands have jumped into this space with enthusiasm, and some have seen remarkable growth. Within just a month of joining, certain companies gained hundreds of thousands of followers, with some even crossing the million-follower mark. This rapid adoption suggests that users are hungry for authentic, unfiltered content that feels less like advertising and more like a dialogue. The question for modern marketers is not whether to join, but how to participate effectively without losing their brand identity. This speed of growth indicates that the platform’s algorithm favors active participation and reciprocal engagement, rewarding accounts that consistently interact with the broader community rather than those that simply post and leave.

The success of these brands on Threads is not accidental. It stems from a deliberate strategy that prioritizes engagement over promotion. By understanding the unique dynamics of the platform, these companies have managed to stand out in a crowded digital landscape. Their approaches vary widely, from using humor to sharing behind-the-scenes moments, but they all share a common goal: to connect with their audience on a personal level. This shift towards conversational marketing is reshaping how we think about social media presence. It requires a move away from rigid content calendars toward more agile, responsive communication styles that allow brands to join ongoing conversations naturally.

Why Conversational Marketing Matters Now

The emphasis on conversation marks a departure from the traditional “broadcast” model of social media. In the early days of platforms like Facebook or Instagram, brands primarily pushed content out to followers who passively consumed it. Threads flips this dynamic by encouraging replies, quotes, and threads of discussion. This structure allows brands to demonstrate their personality and values through how they interact, not just what they post. For instance, a brand that responds to customer complaints with empathy and speed builds trust far more effectively than one that issues a generic press release. This interactive nature fosters a sense of community, turning passive followers into active participants who feel heard and valued.

Furthermore, the text-first nature of the platform lowers the barrier to entry for engagement. Users do not need to stop scrolling to watch a video or analyze a complex infographic; they can quickly read a witty comment or a relatable observation. This ease of consumption encourages higher volumes of interaction, which in turn boosts visibility. Brands that understand this mechanic can use short, punchy text to spark debates, ask questions, or share quick insights, driving up engagement metrics that signal relevance to the platform’s algorithm.

Navigating the New Social Landscape

To succeed in this environment, marketers must rethink their approach to content creation. The pressure to produce high-fidelity visuals is reduced, replaced by the need for sharp copywriting and a strong point of view. This does not mean abandoning visual content entirely, but rather using it to support the narrative rather than carry it. Brands that treat Threads as an extension of their customer service or community management efforts, rather than just another promotional channel, tend to see the most organic growth. By focusing on building relationships rather than chasing clicks, companies can cultivate a loyal following that translates to long-term brand equity.

Entertainment Brands Leading the Charge

Entertainment brands have some of the largest followings on Threads, leveraging their existing fanbases to create vibrant online communities. Marvel Entertainment, for instance, has amassed 4.5 million followers by taking a different approach than on other platforms. On X (formerly Twitter), Marvel often reposts content from specific property pages like Thor or Spider-Man. On Threads, however, the brand adopts a more personal and humanized tone. They share heartfelt scenes from comics, candid clips of fans at conventions, and behind-the-scenes moments from their franchises. This strategy makes the brand feel more accessible and relatable to its audience, bridging the gap between corporate entity and fan community.

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Star Wars has also found success on the platform, gaining 1 million followers in a short period. The brand’s strategy revolves around its unique tone of voice, which is characterized by dry humor and sarcasm. Followers enjoy the deadpan jokes and short, hilarious sentences that Star Wars uses in its posts. This consistent voice helps the brand stand out and fosters a sense of camaraderie with its fans. By interacting with other users and brands using this signature humor, Star Wars creates a lively and engaging presence that feels authentic to its franchise. The brand’s willingness to poke fun at itself or its own lore demonstrates a confidence that resonates with modern audiences who appreciate self-awareness in corporate communications.

Crunchyroll, an anime streaming service, has grown its audience to 418K followers by sharing content that resonates deeply with its niche community. The brand posts moments, quotes, and images from popular series licensed to its platform. It also reposts content from its other licensed properties, creating a hub for anime enthusiasts. This approach leverages the passionate nature of the anime community, encouraging fans to engage with the brand and share their own excitement. By focusing on content that matters to its specific audience, Crunchyroll has built a loyal following on Threads. The brand acts less like a distributor and more like a fellow fan, curating content that sparks discussion and debate among its users.

Key Takeaways from Entertainment Brands

• Humanize the Brand: Share behind-the-scenes content and personal moments to make the brand feel more relatable. This involves showing the people behind the products or the process of creation, which adds a layer of authenticity that polished marketing materials often lack.
• Develop a Unique Voice: Use humor, sarcasm, or other distinctive tones to stand out and create a memorable presence. A consistent voice ensures that users recognize your brand even without seeing the logo, fostering brand recall and loyalty.
• Leverage Niche Communities: Focus on content that resonates deeply with your specific audience to foster engagement and loyalty. Understanding the specific slang, references, and interests of your niche allows you to speak their language and build trust.

News and Tech Brands Using Visuals

News and technology brands are using Threads to deliver timely and engaging content through visuals and conversational tones. CNN, with 1.8 million followers, relies heavily on videos and graphics to make its content stand out. For example, the news channel posted a large graphic of Taylor Swift to accompany an article about her latest album announcement. It also shared helicopter footage of wildfires in Hawaii to highlight the devastation. These visual elements help capture attention in a feed that is primarily text-based, making the content more impactful and shareable. By combining hard news with visually arresting media, CNN ensures that critical information is not lost in the scroll, while still adhering to the platform’s preference for concise, digestible updates.

Google, with 1.2 million followers, also uses eye-catching graphics and videos to pop in the Threads feed. However, the tech giant goes a step further by adopting a conversational tone. Google speaks in short sentences, uses emojis, and makes light-hearted jokes in its posts. This approach makes the brand feel more approachable and less corporate. To boost engagement, Google also asks questions and uses call-to-actions, encouraging users to interact with the brand and share their thoughts. This strategy transforms a typically sterile tech brand into a friendly, helpful entity that invites users into a dialogue rather than simply pushing product updates.

The combination of visual content and conversational engagement is a powerful strategy for news and tech brands. It allows them to deliver important information in a way that is both engaging and easy to digest. By using graphics and videos, they can break up the text and capture attention. By using a conversational tone, they can build a connection with their audience and encourage interaction. This dual approach helps these brands stand out in a crowded digital landscape. It demonstrates that even serious or complex topics can be communicated effectively on a casual platform if the delivery is tailored to the medium.

Visual and Conversational Strategies

• Use High-Quality Visuals: Incorporate graphics, videos, and images to make your content stand out and capture attention. Visuals should complement the text, providing context or emotional resonance that words alone cannot achieve.
• Adopt a Conversational Tone: Use short sentences, emojis, and light-hearted jokes to make your brand feel more approachable. Avoid jargon and overly formal language, aiming instead for a tone that mimics natural human speech.
• Encourage Interaction: Ask questions and use call-to-actions to boost engagement and foster a sense of community. Prompting users to share their opinions or experiences turns passive readers into active participants, increasing the visibility of your posts.

Retail and Social Media Brands Embracing Humor

Retail and social media brands are using humor and relatability to connect with their audiences on Threads. Forever 21, with 543K followers, posts relatable, relevant, and funny content. For example, during the back-to-school season, the fashion retailer shared a post about its back-to-school deals in a way that resonated with students and parents. This approach makes the brand feel more relevant and timely, encouraging users to engage with the content and learn more about the deals. By aligning their promotions with current cultural moments and shared experiences, Forever 21 ensures that their marketing feels like a natural part of the conversation rather than an interruption.

Wendy’s, with 277K followers, takes a humorous approach to Threads by sharing memes and engaging with accounts that tag the company. The fast-food chain has long been known for its witty social media presence, and it has brought that same energy to Threads. By using humor and relevant memes, Wendy’s shows its audience that it is aware of current trends and what consumers are talking about. This approach helps the brand stay top-of-mind and fosters a sense of fun and playfulness. The brand’s willingness to engage in playful banter with users and other brands creates a dynamic and entertaining feed that users return to for entertainment as much as for information.

TikTok, with 890K followers, uses relatable humor and constantly references popular memes, sayings, and videos from its own platform. This meta approach makes the brand feel self-aware and in tune with internet culture. By referencing its own content, TikTok creates a sense of continuity and familiarity for its users. This strategy helps the brand maintain a strong presence on Threads and encourages users to engage with the content and share their own thoughts. TikTok’s ability to bridge the gap between its primary platform and Threads demonstrates how brands can use cross-platform synergy to reinforce their identity and expand their reach.

Humor and Relatability in Action

• Use Relatable Content: Share posts that resonate with your audience’s current experiences and interests. This requires a deep understanding of your target demographic’s daily lives, challenges, and joys.
• Embrace Humor: Use memes, jokes, and playful language to make your brand feel more approachable and fun. Humor can disarm skepticism and create a positive emotional association with your brand.
• Stay Relevant: Keep up with current trends and references to show your audience that you are in tune with what they are talking about. Being timely and culturally aware demonstrates that your brand is active and engaged in the broader conversation.

Building a Strong Presence on Threads

The success of these top brands on Threads offers valuable lessons for any business looking to build a strong presence on the platform. First and foremost, it is important to create a unique and relatable brand voice. Whether through humor, sincerity, or a mix of both, your brand should have a consistent tone that resonates with your audience. This voice should be reflected in all your posts, from the text you write to the visuals you share. Consistency builds trust, as users begin to know what to expect from your brand and feel comfortable engaging with it.

Second, use humor strategically. Humor can be a powerful tool for engagement, but it should be used in a way that aligns with your brand identity. For some brands, this might mean using dry wit or sarcasm. For others, it might mean sharing relatable memes or light-hearted jokes. The key is to find a style of humor that feels authentic to your brand and resonates with your audience. Forced humor can backfire, so it is essential to understand your audience’s sensibilities and test different approaches to see what works best.

Third, leverage video, graphics, and photos to make your content stand out. In a text-first platform, visual content can help capture attention and break up the monotony of text. Use high-quality images, videos, and graphics to complement your text and make your posts more engaging. This approach can help you stand out in a crowded feed and encourage users to interact with your content. Visuals should enhance the narrative, providing additional context or emotional depth that supports your message.

Finally, reply to and repost other Threads users. Engagement is a two-way street, and building a strong presence on Threads requires active participation in the community. Reply to comments, repost user-generated content, and engage with other brands and users. This approach helps you build relationships with your audience and fosters a sense of community around your brand. By following these strategies, you can build a strong and engaging presence on Threads that resonates with your audience and drives meaningful interactions.

Practical Steps for Success

1. Define Your Brand Voice: Identify the tone and style that best represents your brand and use it consistently. Create a style guide that outlines your brand’s personality, preferred language, and topics to avoid.
2. Incorporate Humor: Use humor in a way that aligns with your brand identity and resonates with your audience. Monitor trends and cultural moments to find opportunities for witty commentary, but always ensure it aligns with your brand values.
3. Use Visual Content: Leverage video, graphics, and photos to make your content stand out and capture attention. Experiment with different formats to see which ones generate the most engagement, and ensure your visuals are optimized for mobile viewing.
4. Engage Actively: Reply to comments, repost user-generated content, and engage with other users to build community. Set aside time each day to interact with your followers and participate in broader conversations, demonstrating that your brand is present and responsive.