Threads, developed by the Instagram team at Meta, has rapidly evolved from a ‘Twitter clone’ into a powerful, text-centric platform for genuine brand storytelling. For Australian small businesses, Threads offers a unique opportunity to build authentic connections without the high-pressure production values of Reels or the crowded nature of Facebook feeds.
In this guide, we’ll show you how to set up your business presence, master the algorithm, and use Threads to drive real engagement for your local brand.
Prerequisites: What You’ll Need
Before jumping in, ensure you have the following ready:- An active Instagram Business account (Threads is tied directly to Instagram).
- A smartphone with the Threads app installed (iOS or Android).
- High-quality brand assets (logo and a short bio).
- A clear understanding of your brand’s ‘voice’—Threads奖励 (rewards) personality over corporate jargon.
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Step 1: Set Up and Optimise Your Profile
Because Threads is integrated with Instagram, the setup is incredibly fast. When you first log in, you will be prompted to import your bio and link from Instagram. What you should see: A screen asking if you want to "Import from Instagram." Pro Tip: While importing is easy, consider customising your Threads bio specifically for a text-first audience. Keep it punchy and include a clear call to action (CTA) that points to your website or a specific Australian landing page.Step 2: Choose Your Account Privacy
For business marketing, your profile must be public. Ensure that during the setup process, you select the "Public Profile" option. This allows your posts to be discovered by users who don’t follow you yet, which is the primary way the Threads algorithm helps you grow.Step 3: Understand the "For You" vs. "Following" Feeds
Threads has two main views. The "For You" feed is algorithmic—it shows you content from people you follow plus recommended content. The "Following" feed is strictly chronological.As a business, your goal is to land in the "For You" feed of your target customers. To do this, you need to spark conversations, as the algorithm prioritises posts with high reply rates.
Step 4: Define Your Content Pillars
Threads isn't the place for constant sales pitches. For Australian businesses, a successful content mix usually looks like this:- Behind the Scenes: Show the reality of running a business in Brisbane, Sydney, or your local town.
- Industry Insights: Share quick tips or opinions on news affecting your sector.
- Community Engagement: Ask open-ended questions to your followers.
- Humour/Relatability: Don't be afraid to use a bit of Aussie dry wit.
Step 5: Craft Your First Thread
Your first post shouldn't just be "We are now on Threads!" Instead, provide value immediately. Screenshot Description: You’ll see a circular icon with a pencil at the bottom centre of the app. Tap this to start a new thread.Try a "Listicle" style post. For example: "3 things we’ve learned running a [Your Industry] business in QLD this year." This encourages users to click "Show more" and engage with the thread.
Step 6: Use Images and Video Strategically
While Threads is text-focused, visual content still performs well. You can attach up to 10 photos or videos to a single post (similar to an Instagram Carousel). Use these to provide visual context to your text, but ensure the text can stand on its own.Step 7: Master the Art of the "Reply"
On Threads, replying to others is just as important as posting your own content. Find leaders in your industry or local Brisbane community groups and contribute meaningfully to their threads. Warning: Avoid "ghost-replying" (just dropping an emoji). Write at least one sentence that adds value to the conversation. This increases your visibility to the original poster’s followers.Step 8: Leverage "Hidden Words" for Brand Safety
Protect your business reputation by navigating to Settings > Privacy > Hidden Words. Here, you can add specific terms (like competitor names or offensive language) that you want filtered out of your replies. This keeps your brand's comment section professional and welcoming.Step 9: Use Tagging (The Threads Version of Hashtags)
Threads allows you to add a "Tag" to your post. Unlike Instagram, where you might use 20 hashtags, Threads allows only one tag per post. Choose the most relevant keyword (e.g., #BrisbaneBusiness or #DigitalMarketing) to help the algorithm categorise your content.Step 10: Cross-Promote to Instagram Stories
Since the platforms are linked, you can easily share your Threads posts to your Instagram Stories. What you should see: Tap the paper plane icon under your thread, then select "Add to story." This is a great way to migrate your existing Instagram audience over to your new Threads profile.Step 11: Monitor Your Analytics
Meta has recently introduced native analytics for Threads business accounts. Check your "Insights" tab to see:- Total Reach: How many unique accounts saw your posts.
- Engagement Rate: The percentage of people who liked, replied, or reposted.
- Follower Demographics: Ensure you are reaching your target Australian audience.
Step 12: Schedule Your Content
To maintain consistency, use a third-party tool or the Meta Business Suite (as features roll out) to schedule your Threads. Aim for 3-5 posts per week to stay relevant without overwhelming your audience.---
Pro Tips for Success
- Be Human: Use "I" and "We" instead of "The Company." Personal brands often grow faster on Threads than faceless corporations.
- The 80/20 Rule: 80% of your content should be helpful or entertaining; only 20% should be a direct promotion of your products or services.
- Timing Matters: For Australian audiences, engagement often peaks during the morning commute (7:30 AM - 9:00 AM AEST) and after dinner (8:00 PM - 9:30 PM AEST).
Common Mistakes to Avoid
- Auto-posting from X (Twitter): What works on X doesn't always work on Threads. The culture is different; Threads is generally more positive and community-focused.
- Ignoring Replies: If someone takes the time to reply to your business, reply back! Ignoring engagement kills your reach.
- Over-tagging: Using too many links or tags can make your posts look like spam, causing the algorithm to suppress them.
Troubleshooting Common Issues
Problem: My Threads posts aren't getting any reach.- Solution: Check if your profile is set to Private. If it's Public, try engaging more with other people's posts first. The algorithm often rewards active community members with more visibility on their own posts.
- Solution: Ensure your Instagram account is set to a "Professional" or "Business" account. Personal accounts have limited access to data.
- Step: Go to Instagram > Settings > Account Type and Tools > Switch to Professional Account.
- Solution: Good news! Deleting a Thread does not affect your Instagram account. Simply tap the three dots (...) on the Thread and select "Delete."
Next Steps
Now that your Threads profile is up and running, it's time to integrate it into your wider digital strategy.- Add your Threads handle to your email signature.
- Invite your email subscribers to join the conversation on Threads.
- Monitor your website traffic to see if Threads is driving referrals.
If you need help crafting a high-converting social media strategy for your Brisbane business, the team at Local Marketing Group is here to help. Contact us today to book a strategy session.