Threads and Snapchat aren't dead, they're quietly working

TL;DR: A handful of social media platforms suck all the air out of the room when it comes to big headlines. Yet a core mantra of how we think about digital strategy is to zig when others are zagging, because oftentimes—and depending on your business goals and target audiences—opportunity lies in quieter, less hectic spaces. Today, we consider two of those spaces to be Threads and Snapchat.

We start with Threads because if you’re active on Instagram and have ever used Twitter, it’s incredibly easy to expand to. Not to mention that it’s growing—Threads tops 350M monthly users—and Meta is testing video on there [aka jump on and be ready to push your video game hard]. Next, for paid subscribers, we go to Snap. Now this 13-year-old platform is always ahead of the game and getting copied 🙄, so it’s important to keep an eye on what they’re doing. The latest? The "less likes, more love” focused rise of creator marketing on there, ensuring the platform is centered on trust and delivering for the community, and its foray into the music space [and btw there are 900M users, who knew?].

Let’s just say there’s lots of opportunity nobody is talking about.

📱Threads isn’t dead, it’s just quietly working

It didn’t take over Twitter [X if we must]. It didn’t crash under the weight of a single meme format. And that might actually be the point.

While most platforms are chasing maximum engagement, Threads is carving out space for something that feels less chaotic and a little more human. Industry folks, fashion girlies, niche publishers, and brand strategists are all quietly posting there. Not because it’s blowing up, but because it’s weirdly chill.

It’s become the place to test a take, start a convo, or post something without worrying if it’s getting screenshotted and dragged on TikTok two hours later.

Here are some quick stats:

Why it matters:
Threads is building what marketers and creators have been begging for since the fall of Old Twitter. A space to be consistent, not performative. And the audience that’s on it? Smart, curious, and probably already working in your industry. In April 2025, Threads came in as the second most downloaded app in the iOS App Store.

How to use the platform:

  • Treat it like your behind-the-scenes channel. Think of it as the group chat version of your brand or personal POV. Share observations, early ideas, or rough drafts of opinions you might later formalize elsewhere. PrimeVideo content featuring BTS content always gets big engagement

  • Experiment with format. Threads is more forgiving than LinkedIn and more thoughtful than Instagram. Try building micro-series, one-liners, or prompts that invite interaction without needing to be packaged for virality. Calm has nailed this strategy with their fun and relatable content [that usually makes us laugh]

  • Build consistency over polish. The bar is lower for visual perfection here, which makes it a solid space to test frequency, tone, and themes without overthinking. It’s no surprise, but Wendy’s dominates on Threads with their one-liners and signature sass

  • Use it for audience intel. The comments and engagement might be smaller, but they’re more sincere. You can learn what resonates before launching a bigger idea on your primary channels

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🤳 Brands and Creators Leading the Way

  • Barnes & Noble: Embracing a text-only approach, they've cultivated a nostalgic, Tumblr-esque feed that resonates with book lovers. They don’t shy away from being silly or jumping on harmless trends to connect with their younger audience. They post daily and have a completely unique strategy on Threads vs their other social channels.

  • ABC News: While ABC News cross promotes the same content on Threads and X (FKA Twitter), they’re gaining much more traction on their Threads content. With over a million fewer followers on Threads, they’re more than doubling their engagement with a thoughtful approach of starting conversation with their community.

  • Ms. Kristine: @mskristine is a native Threads creator with over 180k followers on the platform. While she’s amassed almost a million followers on Instagram, she has a completely unique approach to Threads and uses the platform to engage more heavily with her community. She’s known for her funny one liners, hot takes, and a more casual [less curated] stream of thoughts that allows her followers to really get to know her.

  • Sierra Nicole: @the_sierranicole focuses on books and personal branding, sharing reviews and stories to get her community talking. While she only has 37k followers on Threads, she’s a daily poster with an engaged community. She uses Threads to help promote her Newsletter and Substack, but also uses it as a way to connect with her audience on a deeper level. She is the most herself on the platform and it’s allowed her to consistently grow a loyal following.

Threads isn’t the viral machine that X used to be, and it’s not pretending to be. It’s becoming a space for more thoughtful, low-stakes publishing where tone matters more than timing. For anyone trying to build relevance, test ideas, or show up as more than just a content machine, it’s the platform to watch right now.

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In the paid portion on Substack, we take the same approach as above and go deep on Snapchat with a fresh look at current platforms stats [who is using it, how many people], why it matters, how to effectively use it and notable creators / brands leading the way… Check it out here.

Need To KnowEmma MarshallHome-sect1Comment