Threads is where the conversation is happening. Meta’s text-based social app is quietly making waves, now boasting more than 130million daily users worldwide.  

Fast, conversational, and refreshingly straightforward, Threads offers a conversational space to connect with your audience without battling scroll fatigue or shifting algorithms.  An Instagram spin-off, it blends accessibility with personality without needing to start from scratch. Here’s why Threads is worth your attention.  

Quick start on Threads 

If your organisation uses Instagram, you’re halfway there. Threads links to your account, letting you keep the same handle (@) and branding. 

Its simplicity is a drawcard – the link between apps makes Threads easy to adopt, especially for government agencies or businesses already using Instagram for community engagement. The difference is that it’s less about polished posts and more about real-time conversations.  

Why Threads works for government and businesses 

Threads isn’t about content for content’s sake. It’s built for short posts, quick replies and a feed that feels more like group chats than broadcasts.  

• Authentic engagement: conversational updates humanise your organisation – ideal for public information or community stories. 

• Instant familiarity: your Instagram verification carries over, maintaining your credibility. 

• Transparency matters: Meta labels government-affiliated accounts in Australia, helping users identify official sources like the Australian Government. 

• Early advantage: Threads hit 30 million users within 18 hours of launching, and now exceeds X (formerly Twitter) in daily users worldwide – a remarkable feat for a platform launched in 2023. In Australia and New Zealand, adoption is still growing, giving government organisations and businesses room to experiment before the crowd arrives. 

How you can use Threads 

Government agencies and businesses across ANZ are already finding their Threads rhythm.  

The City of Melbourne shares local stories, community news and event updates with its 66,000+ followers.  

Visit Auckland posts behind-the-scenes snaps and campaign snippets.  

Large enterprises, like Cricket Australia and Vegemite, are also experimenting: campaign teasers, highlights, and Q&As perform better here than newsletters or corporate updates. Even the Prime Ministers are on Threads (see here and here).  

Threads is about conversation, not corporate speak. It’s a space to be approachable and can be a valuable complement to more formal channels, like Linkedin or Facebook.  

Social media recordkeeping for Threads 

Threads feel casual, but compliance still counts. Posts and comments are official records that need to be archived. 

That’s where Brolly comes in. Threads archiving is here, bringing your Threads activity into the same secure, compliant recordkeeping solution you (hopefully!) already use.  

In the meantime, treat it like any other official channel: plan your tone, keep messaging clear, and respond quickly. The faster you engage, the better it performs. 

5 tips to make Threads work for you 

1. Start small: share brief updates or service information, e.g., “Roadworks start tonight – here’s what you need to know.” 
2. Be human: drop the corporate tone. Write like you’re talking with people, not at them. 
3. Mix it up: blend updates with humour or short videos. 
4. Stay consistent: post regularly and cross-promote to Instagram to boost reach (and lure them to Threads). 
5. Keep records: even casual chats are official communications. 

Why now’s the time 

Threads is still new, making now the best time to experiment. You can shape your presence, test what works, and build engagement before it becomes ‘noisy’. 

For government and businesses, it’s a fresh, friendly way to connect with your audience. 

Forbes reports Meta could generate up to $9 billion in ad revenue from Threads by 2027, suggesting it’s here for the long haul. 

If you’ve been waiting for a sign to join, this is it. And when you do, Brolly will be ready to help you keep every post and comment safely on record.