Why Threads Finally Matters for Marketers (Was There Any Doubt?)

Threads is more than just a competitor to X (formerly Twitter). It’s poised to become a core part of Hong Kong’s digital marketing mix, driven by its high engagement levels and cultural relevance. For marketers, the opportunity is clear: act now, build a presence, and experiment with content before the platform becomes crowded with paid ads.

By balancing text-based engagement with visual storytelling, crafting localized content, and leveraging Threads’ unique community feel, brands can position themselves to thrive in this new social media landscape.

Threads in Hong Kong: A Snapshot

Threads is quickly becoming a household name in Hong Kong, with surveys showing that nearly all respondents have tried the platform. Not only is adoption widespread, but engagement is also impressive:

• 81% of users log in daily, and 71% check the app multiple times a day.
• While Gen Z leads the charge, older demographics (ages 30–60) are catching on fast.
• Over half of users feel that Threads reflects local culture, making it a hub for authentic Hong Kong voices.

What sets Threads apart? Its preference for text-based content (93.75%) has filled a gap left by other platforms, but there’s also a growing demand for images and videos. This demand for visual content, which remains underutilized, presents a unique opportunity for brands to stand out.

Preparing for Paid Advertising on Threads

While Threads currently thrives on organic content, it’s only a matter of time before paid ads are introduced. Here’s how marketers can prepare:

1. Start Building a Presence Now

Being an early adopter has its perks. Establishing your brand on Threads before the advertising floodgates open allows you to:

• Build an authentic community.
• Experiment with content types (text, memes, visuals) to see what resonates most.
• Gain a loyal following that will be harder to reach once the platform becomes saturated with ads.

2. Experiment with Visual Storytelling

While text dominates Threads today, the unmet demand for images and videos is an opportunity waiting to be seized. Brands that incorporate visual elements into their content strategy can stand out in a crowd of text-heavy posts. Think:

• Infographics to deliver value-packed information.
• Behind-the-scenes videos to humanize your brand.
• Shareable memes to entertain and engage.

3. Tailor Content to Local Tastes

Threads thrives on cultural relevance. To connect with Hong Kong audiences:

• Use Cantonese when appropriate. It shows authenticity and builds trust.
• Create content that reflects local humor, news, and trends.
• Understand content preferences: for instance, younger users lean toward entertaining content, while product recommendations appeal to women, and informative posts resonate with men.

4. Prepare for the Shift to Paid Ads

When Threads eventually allows paid advertising, the platform will likely reward brands that already understand how to engage organically. Use this time to refine your content strategy, test messaging, and identify what works best for your audience. Having this data in hand will give you a competitive edge when paid options roll out.

By focusing on valuable, engaging content—rather than hard-sell tactics—brands can build trust and loyalty. And because Threads resonates deeply with local culture, marketers who tailor their content to Hong Kong-specific themes, including Cantonese and regional humor, are more likely to strike a chord with audiences.

Threads is already attracting big names like Deliveroo, McDonald’s, and IKEA. These brands, among the most-followed on the platform, are leveraging their early-mover advantage to gain organic exposure. While paid advertising isn’t available yet, the platform is ripe for experimentation with inbound marketing.

So, are you ready to make Threads a part of your marketing strategy? The time to act is now—before everyone else catches up.