Why Indian Brands Shouldn’t Ignore Threads for Influencer Marketing?

Instagram boasts massive numbers. X moves fast. But Threads? It’s new, specific, and turning into a treasure trove for marketing that puts talks first. Meta’s Threads app opens up room for instant, text-based chats that seem raw, genuine. While it launched as ad‑free, Threads has now introduced ads in its feed, blending sponsored posts seamlessly into users’ streams for all eligible Meta advertisers.  With over 150 million downloads and an estimated 175 million monthly active users globally, India ranks among the most active markets—cementing its status as a key opportunity for brands targeting younger, digital-first consumers .

In this post, we explain why Threads should be part of your marketing plan—if you’re aiming at younger, digital-first Indian audiences.

Why Threads Influencer Marketing  Matters in India Right Now?

Source: Threads

Threads is Meta’s text-first social platform—launched in July 2023—as a space for public conversations, hot takes, and real-time engagement. Think of it as Instagram’s chatty sibling, where posts can be up to 500 characters and include images, videos, or links. Unlike the polished aesthetic of Instagram or the fast-paced updates  of X (formerly Twitter), Threads has carved a niche for being more intimate, authentic, and community-driven.

And it’s growing—fast.

Threads hit 100 million sign-ups in its first week and crossed 275 million active users by late 2024. That’s already more than half of X’s user base. According to a Sprout Social survey, 70% of marketers were using Threads by the end of 2023—clearly, the shift is underway.

So, why should brands be paying close attention?

Because Threads thrives on engagement.

Buffer reports that Threads posts have a median engagement rate of 6.25%—nearly double that of X (3.6%). The reason? Less noise, more conversation. It’s a platform where creators can share unfiltered opinions, start discussions, and genuinely connect. For micro influencers, this lower competition means more visibility—and more opportunity to build trust with their audience.

Plus, Threads is already integrated with Instagram. That means influencers can bring their existing communities along, making it easy for brands to extend current partnerships into a new, more conversational space.

How Indian Brands Can Leverage Threads for Influencer Marketing?

While Threads is still evolving, it’s already proving to be a fertile ground for conversation-led marketing. Here’s how Indian brands can make the most of it:

1. Partner with Creators Who ‘Get’ the Platform

Look for influencers who are native to Threads’ tone—those who naturally spark dialogue, share insights, and know how to keep it real. Early adopters often have more loyal, engaged audiences.

2. Go Micro, Go Niche

Threads works best for deeper community conversations. Collaborate with micro-influencers who own tight-knit niches—think mental health, startup memes, skincare science, career advice, or indie culture. Can you add examples of influencers who are on threads and collaborating with brands.

3. Prioritise Conversation Over Conversion

Threads isn’t about hard sells—it’s about building relationships. Focus on campaigns that prioritise storytelling, community participation, and real-time feedback.

4. Cross-Promote via Instagram

Since Threads is directly tied to Instagram, brands can use Stories, Reels, and posts to nudge their audience to engage in deeper chats on Threads. It’s seamless, and it works.

5. Test, Learn, Iterate

Because the platform is still new, there are no rigid rules. Treat it as a sandbox. Run polls, start threads with UGC prompts, or co-create open Q&As with creators. Observe what resonates—and scale accordingly.

Curious what’s working in influencer marketing this year? Explore these 2025 strategies that brands are using to win big.

When Threads Might (or Might Not) Be a Good Choice

Threads isn’t for every campaign—but when used right, it can unlock real engagement. Here’s when to lean in (or not):

Use Threads When:

• You want deeper engagement: Ideal for building community, gathering feedback, or sparking real conversations—especially with micro influencers.
  
• Your creators are already active: If influencers are gaining traction on Threads, it’s a low-lift way to extend campaigns.
  
• Your brand voice is casual or evolving: Threads thrives on wit, relatability, and human tone—great for brands wanting to loosen up.
  
• You’re already on Instagram: Threads works best as an add-on to IG, not a standalone strategy.

 Skip Threads When:

• Visuals are the star: For highly visual campaigns (fashion, tutorials), stick to Instagram or YouTube.
  
• You need scale and tracking: Threads lacks virality and detailed analytics—don’t expect instant reach or ROI data.
  
• Your audience isn’t there: If your customers or creators haven’t adopted Threads yet, focus efforts elsewhere.

Threads is great for conversation, authenticity, and community—not for hard selling or viral reach. Use it to humanise your brand, not replace your whole strategy.

What Metrics Matter on Threads (Even Without Robust Analytics)?

Even though Threads doesn’t yet offer detailed insights like Instagram or YouTube, that doesn’t mean you’re flying blind. Here’s what Indian brands and marketers can track:

• Engagement rate: Focus on replies and reposts—not just likes. These show actual interest and community participation.
  
• Follower growth: A slow and steady rise in Threads followers (especially after influencer campaigns) is a sign of healthy resonance.
  
• Traffic spikes: Use UTM-tracked links in influencer threads to check for click-throughs or referral visits to your site or Amazon page.
  
• Brand mentions: Monitor if your product or brand is being referenced in threads organically, beyond the sponsored content.

Pro Tip: Partner with influencers who use link shorteners, polls, or conversation starters you can monitor. It’s not just about big numbers—it’s about building a two-way street.

Bottom Line

Threads might not be the flashiest platform on the block—but it offers something Indian brands increasingly crave: real, relatable connection. For brands who prioritise engagement over noise, authenticity over polish, and conversation over conversion, Threads opens up a powerful new lane. With its Instagram integration, growing user base, and text-first intimacy, Threads is worth more than just a test run—it’s worth a seat at your strategy table.

Want to tap into Threads the right way?

Let Vavo Digital help you spark real, conversation-led influencer campaigns. Drop a line with your thoughts on hello@vavodigital.com and we’ll get you started. 

FAQs: Threads Influencer Marketing

1. Is Threads popular among Indian users?

Yes, Threads has seen rapid adoption in India, especially among younger, Instagram-native audiences. Its casual tone and conversational format resonate well with Indian creators and users.

2. Can I run paid influencer campaigns on Threads?

Currently, Threads does not support in-post ad boosting. However, brands can collaborate organically with influencers to drive engagement and build community.

3. Is Threads better suited for micro or macro influencers?

Micro influencers tend to perform better on Threads due to their niche audiences and high engagement. It’s a great platform for community-driven conversations.

4. Should Threads replace Instagram in my marketing plan?

No—it should complement it. Use Instagram for visuals and discovery, and Threads for dialogue, feedback, and deeper engagement.

6. Can Vavo Digital help run influencer campaigns on Threads?

Absolutely. Vavo Digital works closely with creators across emerging platforms like Threads to craft authentic, engagement-first campaigns. Whether you’re experimenting or scaling, we can help tailor your strategy for maximum impact.