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Threads Recommendations and Best Practices

Updated
Though Facebook remains the primary driver of traffic in 2026, the latest member of the Meta family certainly seems to be here for the long-haul. 
 
In the grand scheme of the social-space, Threads is still new enough that best practices recommendations are ever-evolving, both as more publishers experiment on the site and as the platform itself continues to adapt to its audiences. 
 
Even so, the True Anthem team is here to continue to provide the most up-to-date tips, tricks, and guidance to help inform your Threads Strategy. 
 

 

In August 2026, True Anthem's research team took an updated look at which media types were driving traffic on the platform. 

 

Though link posts delivered higher traffic averages for most publishers back in February, over the course of the year this dynamic flipped, with photo and video posts now generating higher average clicks than link posts. 

 

When considering your approach to Threads, we invite you to first consider your objective on the platform.

 

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In February 2026, our research team dove deep into our publisher data to find what was, and wasn't, working on Threads. 

 

After reviewing over 990K Threads posts published between July 30, 2025, and January 26, 2026, here is what they found around driving engagement and traffic on the platform. 

 

Video as the Engagement King
If you are chasing impressions or want people actively interacting with your content, video-based posts offer the greatest potential by a significant margin. That being said, it is also worth experimenting with text-only posts. Keep in mind that content strategy should always come first, meaning not every single piece of content needs to be forced into a video format.

 

Getting Those Clicks 
Trying to drive traffic out of the app? As of February 2026, link posts generally yielded the highest Click-Through Rate (CTR) for publishers. There was one major exception, though: even at the time, Local News publishers actually saw their highest CTR successes through photo posts.
 
*As previously mentioned, this dynamic flipped over the course of the year, with dynamic media posts now generating higher traffic averages. 
 
 
Timing and Recirculation 
No need to stress over a fragmented posting schedule. True Anthem's data showed no notable difference in performance between weekdays and weekends. Additionally, recirculating older content gave publishers a slight edge in impressions, engagement, and traffic compared to unposted content.
 
 
 
Any other information on Threads?
 
The platform continues to grow, and opportunities for both traffic and engagement make it a social space worthy of experimentation. 
  • Average clicks on Threads in January 2026 were 74% higher than they were just six months prior.
  • In October 2025, Meta announced that Threads reached 150 million Daily Active Users.
  • The time users spent on the platform increased by 10% from August '25 to October '25.
  • The majority of Threads users are men between the ages of 25 and 34, though publishers can check their specific follower demographics directly in the app.
  • 70% of Threads' daily users are also active on Facebook. Because of this massive audience overlap, it would be wise to test top-performing Facebook content on Threads (and vice versa).
     
Right now, Threads stands as the third-largest traffic driver for publishers, only trailing X and Facebook, and it continues to grow. 
 
If you haven't locked in your strategy yet, now is definitely the time!
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