In an era dominated by TikTok, YouTube Shorts, Facebook and Instagram Reels, where speed and flashy visuals reign, the arrival of Threads stands out as a counter-current, placing text back at the center of digital conversations. More than just a platform for those who appreciate thoughtful, concise, and personal content, Threads presents fertile ground for brands and individuals to build communities through meaningful dialogue.

At Ivy+Partners, where we continuously monitor market shifts and emerging trends, we view Threads as a unique opportunity for brands to build communication rooted in authentic storytelling and brand values, rather than focusing solely on short-term sales. However, opportunity comes hand in hand with risk: the rapid pace of information on Threads means both positive narratives and potential crisis can escalate within hours. Those who know how to leverage the upside, manage risks, and preserve brand identity will lead in this new era of written conversations.

The Opportunity: Unpacking Threads from a PR Lens

To use Threads effectively, it’s crucial to understand its core: 

• Seamless Instagram Integration: Threads doesn’t require brands to start from scratch. Instead, it allows them to leverage existing Instagram audiences, transforming passive scrollers (mostly consuming visuals) into an engaged, dialogue-driven community. With the right PR strategy, followers can evolve into brand advocates. 

• A “Text-First” Nature: In a world dominated by visuals, Threads answers a latent demand: audiences want deeper conversations, not just quick swipes. This is where a brand’s stories, opinions, and authentic “voice” take precedence. 

• Part of Meta’s Ecosystem: Backed by Meta’s infrastructure, Threads enjoys solid scalability and future integrations. But this also means brand safety and crisis governance must remain top priorities. 

The Risk: Why Threads Can Be a Crisis Hotbed 

Alongside its opportunities, the architecture of Threads presents risks brands must take seriously: 

• Algorithms love drama: Threads rewards controversy. Unverified “exposés” or speculation can spread rapidly, as both positive and negative reactions signal the algorithm to amplify the content further. 

• Hard-to-contain virality, prolonged fallout: Recent influencer scandals showed that even when original posts are deleted, screenshots and secondary commentary keep the story alive. Crises on Threads rarely “die”; they linger and erode credibility. 

• Proliferation of anonymous accounts: With just an Instagram login, users can join Threads. The lack of profile history or accountability allows bad actors to spark viral crises without consequence, fueling drama that brands must contend with. 

From Landmine to Launchpad: How to Approach Threads 

To ensure Threads becomes a growth platform rather than a ticking time bomb, brands need a PR-first foundation. 

Thought Leadership & Narrative Shaping 

Threads functions as a public forum for ideas. Beyond press releases, brands can share exclusive insights, industry analysis, or hard-earned lessons. Much like X (formerly Twitter) has long been used by CEOs to voice vision and values, Threads can position leaders as credible storytellers who shape narratives with authority. 

Authentic Storytelling & Behind-the-Scenes Sharing 

Professionalism resonates most when paired with authenticity. Audiences don’t want perfection; they want connection. Duolingo exemplifies this by letting its mascot, Duo the Owl, “live authentically”: joking about being scolded by the boss or whining about work. This humanizes the brand, turning it from a language app into a quirky “friend” with personality. The result? Emotional resonance, engagement, and organic amplification from a community that doesn’t just learn; they share. 

Community Building & Conversation Leadership 

On Threads, PR isn’t about posting; it’s about activating and steering dialogue. Ask open-ended questions, reply sincerely, and step into discussions. Vinamilk, a strong local example, tapped directly into nostalgia by listening to users and bringing back magnetic toys once bundled with their milk. Their post earned over 13,000 likes and thousands of comments, with fans joking “Vinamilk pampers us better than a lover.” This move not only reinforced Vinamilk’s image as approachable and attentive but also showed effective narrative control. In return, consumers felt heard, boosting loyalty and willingness to share positive brand stories. 

Proactive Risk Readiness 

In an always-on environment, crisis management cannot be a backup plan; it must be embedded from day one. A clear, trustworthy brand voice is both a shield and a springboard. At Ivy+Partners, we believe strong brands aren’t defined by how they shine in calm seas, but by how they hold steady in storms. Threads is the newest test of that resilience.