Threads for Business in 2026: Should Indian Brands Take Meta's Fastest-Growing App Seriously?

When Threads launched in 2023, many marketers treated it as a curiosity: a text-based app that attracted a huge rush of sign-ups and then seemed to go quiet. Three years later, the picture looks very different. Threads has grown into one of Meta's significant platforms, India has consistently been among its biggest markets by downloads and users, and advertising on Threads has expanded to markets worldwide. For Indian businesses deciding where to spend limited social media effort, the question is no longer whether Threads exists, but whether it deserves a place in their plan.

How big has Threads become?

Meta has reported steady growth for Threads. The platform passed 400 million monthly active users in 2025, and industry reports citing Meta put it at around 500 million monthly users by mid-2026, with daily active users reported above 150 million. Third-party data has shown India among the top countries by downloads and user base. Meta began rolling out Threads ads to all markets globally from late January 2026, after earlier testing and a broader advertiser opening in 2025.

Figures from different sources vary, so treat them as indications of scale rather than exact counts. The broad message is clear: Threads is no longer a small experiment, and it now offers both organic reach and paid placements.

What kind of platform Threads is

Threads is primarily a text-first conversation platform, closely connected to Instagram. Users can sign in with their Instagram accounts, and content can include text, images, videos, links and polls. Conversations tend to revolve around opinions, quick updates, questions, humour and discussions of trending topics. In India, popular conversation themes have included films, cricket, OTT shows, technology, careers and everyday observations.

The tone is generally more conversational and informal than LinkedIn, and less polished than Instagram's visual feed. That makes it suitable for brands willing to show personality, share opinions thoughtfully and participate in conversations rather than simply broadcast announcements.

Which businesses should consider Threads

Threads suits brands with something to say. Consumer brands with a distinct voice, such as food, beverage, fashion and lifestyle labels, can use it to join conversations and show humour. Media, entertainment and content creators benefit from fast discussion around releases and trends. Technology companies, SaaS products, agencies and consultants can share quick insights, commentary on industry changes and behind-the-scenes thinking. Founders building personal brands may find Threads a lighter, more casual complement to LinkedIn.

It is less essential for businesses whose customers are largely offline or older, or whose marketing depends mainly on local search and WhatsApp. For a neighbourhood clinic or a small manufacturer, Google Business Profile, WhatsApp and LinkedIn may deliver more value per hour of effort.

What content works on Threads

Successful brand content on Threads tends to feel human. Short, sharp observations about your industry, honest behind-the-scenes updates, quick tips, light humour that fits your brand, questions that invite replies and timely reactions to relevant trends usually perform better than polished advertisements. Replying to comments and joining conversations on other accounts' posts is just as important as posting, because Threads rewards participation.

Brands should also be careful. The informal tone can tempt teams into jokes that misfire or into commenting on sensitive social, political or religious topics without thinking. A simple internal guideline about tone, topics to avoid and approval for anything sensitive prevents most problems.

Should you test Threads ads?

Because Threads ads are managed through Meta Ads Manager, adding Threads as a placement can be straightforward for businesses already running Facebook and Instagram campaigns. For many advertisers, the sensible approach is to include Threads within automatic placements and see how it performs against cost per result targets, rather than building separate campaigns immediately. Brands with strong text-based or conversational creative may see interesting results, while those relying heavily on visual product showcases may find Instagram remains more effective.

A simple way to start

Set up a Threads profile connected to your Instagram account, keep branding consistent and post a few times a week for a month. Focus on conversation rather than promotion. Track replies, reposts, follower growth and profile visits, and compare the effort with results from your other channels. If Threads brings meaningful engagement or leads, invest more; if not, maintain a light presence and revisit later.

Frequently asked questions

Is Threads popular in India?

Industry data has consistently placed India among Threads' largest markets by downloads and users.

Do I need a separate account for Threads?

Threads profiles are typically created using your Instagram account.

Can I run ads on Threads?

Yes. Meta has rolled out Threads ads globally, managed through Ads Manager alongside Facebook and Instagram.

Find the right platforms for your brand

OM Enterprises helps brands decide where to focus on social media, from Instagram and LinkedIn to Threads and YouTube, and builds content that fits each platform's culture. Talk to our social media team.