2 Million Views on Threads: What Does It Mean for Marketers?

When Meta launched Threads, its text-based social platform, it hit 100 million sign-ups in less than a week. Brands, celebrities, and influencers flocked to the platform, leading many to believe it could be a game-changer in the social media world. Shortly after its launch, Threads experienced a decline in active users, prompting questions about Meta's long-term vision for the platform. To find answers, I dedicated a month to experimenting with Threads. I posted a variety of content to understand the platform's algorithm, reach, and potential for businesses.

30 Days of Testing on Threads

Over 30 days, I carefully planned and posted a range of content—from text-based posts to videos, images, long-form threads, and short quotes. This diverse mix helped me gauge how the algorithm responded to different formats. My results were interesting: Some posts barely gained traction, while others reached tens of thousands of interactions.

In total, I accumulated 5,842 interactions consisting of:

• 3,768 likes
• 1,930 replies
• 130 reposts
• 14 quotes

Even more striking was that these interactions came from a whopping 2.1 million views. The conversion rate from views to likes was relatively low, with only about 0.18% of views translating into likes.

What Does This Low Conversion Rate Tell Us?

While the like-to-view ratio seems low, this is not necessarily a bad thing. This disparity highlights an important feature of Threads: reach. Very few platforms allow users to amass millions of impressions so early in their life cycle, particularly for accounts with smaller followings. The fact that my content reached over two million people, with a significant portion of engagement coming from non-followers, shows that Threads’ algorithm is currently optimized for exposure.

For businesses, this means an opportunity to get in front of new audiences without relying heavily on a built-in follower base—something that’s difficult to achieve on more established platforms like Instagram or X.

Algorithm Behavior and Engagement Patterns

Growth Mode in Action: Visibility Without Followers

Threads appears to be in “growth mode,” pushing content to a broader audience regardless of follower count. Of the 5,842 total interactions I received, only 106 came from followers, while 5,736 came from non-followers. This shows that, at least for now, follower count isn’t as important as content quality and relevance.

Feature Rollouts: Meta’s Strategy to Retain and Attract Users

In response to declining active users, Meta has begun adding features like analytics, monetization options, and scheduling tools. These updates suggest that Meta is positioning Threads to be more user-friendly for content creators and businesses. Features like monetization provide a clear signal that Meta sees the platform as a long-term revenue-generating tool for creators.

Strategic Recommendations for Businesses Utilizing Threads

Leverage the Growth Mode to Increase Brand Awareness

• During this period of high visibility, brands can take advantage of Threads’ algorithm to maximize reach. By posting diverse and relevant content, companies have the potential to increase their brand awareness significantly.

Experiment with Content to Maximize Engagement

• Use this time to experiment with various content formats—text posts, images, videos, and interactive elements like polls and questions. Even though the conversion rate from views to likes might seem low, the sheer reach allows brands to experiment with different ways to drive engagement.

Utilize Threads’ New Features for Campaigns and Promotions

• With monetization and analytics rolling out, businesses can turn their reach into revenue. Use analytics to refine your content strategy and tap into monetization features to align your Threads activity with broader marketing initiatives.

Prioritize Non-Follower Reach to Drive Conversions

• Since the platform currently pushes content beyond your follower base, focus on creating shareable, high-quality posts that attract a broader audience. Include strong calls-to-action (CTAs) to direct users to specific landing pages, offers, or promotions.

A Unique Opportunity for Businesses

While the conversion rate from views to likes may be low, the extensive reach that Threads offers is invaluable for businesses in industries such as fashion, beauty, fitness, and tech, all of which thrive on visual and engaging content. What other platform allows you to garner millions of impressions so quickly, especially as a new or emerging brand? For instance, a fashion startup could showcase new collections or trends, while a fitness brand could share workout tips or transformation stories, maximizing visibility in its niche. If companies learn to harness Threads’ growth mode and leverage its algorithm properly, they can generate significant awareness—and eventually revenue.

In a world where follower count often dictates reach and engagement, Threads offers a unique opportunity for brands to break through the noise. Now is the time for companies to experiment with diverse content types—such as video tutorials, behind-the-scenes glimpses, or customer testimonials—and take full advantage of Meta’s upcoming feature rollouts, including monetization options and analytics tools. By positioning themselves as early adopters on this growing platform, brands can establish a strong foothold. For those willing to invest the time and effort, Threads could become a key part of their marketing strategy, offering visibility and the potential for meaningful revenue generation through targeted campaigns and community engagement.