Threads is weird.
Some posts get 500 likes. Others get 3. You post the same time every day, but results are wildly inconsistent.
Someone tells you: "Just be authentic!"
Another person says: "Post 10 times a day!"
A third claims: "The algorithm hates links!"
Who's right?
Here's what we actually know about how Threads works—not theory, not hope, but patterns from creators who've cracked it.
What Makes Threads Different from X and LinkedIn
Before we dive into tactics, you need to understand what Threads optimizes for.
X (Twitter): Optimizes for engagement rate. Hot takes, controversy, and quote-tweet ratio matter.
LinkedIn: Optimizes for professional relevance and dwell time. Long-form posts with "insights" win.
Threads: Optimizes for conversation starters and reply depth.
Threads doesn't want you to go viral. It wants you to spark discussions.
A post with 50 replies and 10 likes will outperform a post with 100 likes and 2 replies.
This changes everything about how you should post.
The 5 Threads Algorithm Signals (Ranked by Impact)
Based on testing and creator feedback, here's what actually moves the needle:
1. Replies (Especially Multi-Turn Conversations)
This is the #1 signal.
A post that gets:
- 5 replies (each 1 message long) = low score
- 5 replies (with back-and-forth threads of 3-5 messages) = high score
Why it matters: Threads measures "conversation depth," not just raw reply count.
How to trigger this:
- Ask open-ended questions (not yes/no)
- Reply to every single comment in the first hour
- Ask follow-up questions in your replies (keeps the thread going)
Example: ❌ "What's your favorite productivity tool?" ✅ "I've been using [tool] for 6 months. It has [specific feature]. What's a feature you wish your productivity tool had that doesn't exist yet?"
The second version invites deeper answers, which trigger longer reply threads.
2. Saves (The Secret Weapon)
Most people don't know this: Saves are more valuable than likes.
When someone bookmarks your post, Threads interprets it as: "This is valuable content they want to reference later."
How to earn saves:
- Post actionable frameworks (checklists, templates, step-by-step guides)
- Use clear formatting (bullets, numbered lists)
- Include something people will want to come back to
Example save-worthy posts:
- "5 email subject lines that get 60%+ open rates"
- "How I organize my content calendar (with screenshots)"
- "The 3-question framework I use before every post"
3. Shares (But Only the Right Kind)
Threads tracks two types of shares:
- DM shares (someone sends your post to a friend) = HIGH signal
- Repost to your own feed = medium signal
DM shares matter most because they signal: "This is so good I want to show someone personally."
How to trigger DM shares:
- Relatable humor (people tag friends)
- Controversial but nuanced takes (people share to debate)
- Useful resources (people share with colleagues)
4. Time Spent Reading
Threads measures how long someone looks at your post.
If someone scrolls past in 0.5 seconds, that's a negative signal.
If someone reads for 10+ seconds, that's a positive signal.
How to increase dwell time:
- Write 3-5 paragraphs (not just 1 sentence)
- Use line breaks to create scannable structure
- Hook them in the first sentence so they keep reading
The pattern that works:
- Strong hook (1 sentence)
- Short paragraph explaining the problem
- Short paragraph with insight or solution
- Question or call-to-action
5. Recency (But Not How You Think)
Threads doesn't just care about when you post. It cares about recent engagement velocity.
If your post gets 10 replies in the first 5 minutes, Threads pushes it harder.
If your post gets 10 replies over 3 hours, it doesn't get the same boost.
Tactic: Post when your core audience is online (not just "optimal times" from a generic chart).
Check your notifications. When do people reply to you most? Post 30 minutes before that.
What Doesn't Matter (Despite What People Say)
Let's kill some myths:
❌ "The algorithm hates links"
Not true. Threads doesn't bury links. But it prioritizes conversation-starting posts over traffic-driving posts.
A post with a link that sparks discussion will perform fine.
A post that's just a link with no commentary will flop.
❌ "Post 10 times a day"
Frequency doesn't matter if your posts are low-quality.
3 great posts per week > 30 mediocre posts per week.
High-engagement posts boost your account's overall reach. Low-engagement posts hurt it.
❌ "Use hashtags like Instagram"
Threads doesn't surface posts via hashtags the way Instagram does.
Use 1-2 hashtags if they're genuinely relevant. Don't stuff 10 into every post.
❌ "Go viral or go home"
Threads doesn't reward viral hits the way X does.
You can build a genuine following with consistent 100-500 reach posts. You don't need a 50K-like breakthrough.
The Content Types That Win on Threads
Here's what performs consistently:
✅ Personal Stories with a Lesson
"I used to [mistake]. Then [thing happened]. Now I [better approach]."
People engage with vulnerability + insight.
✅ Contrarian Takes (If You Can Back Them Up)
"Everyone says [popular advice]. But here's why that's wrong..."
Threads loves debate—as long as it's thoughtful, not rage-bait.
✅ Frameworks and Templates
"Here's the 3-step system I use to [outcome]."
People save these and share them with teammates.
✅ Questions That Spark Discussion
Not: "What's your take?"
Yes: "If you could only use one social platform for the next year, which would it be and why?"
❌ What Doesn't Work:
- Corporate announcements
- "Check out our latest blog post!"
- Vague inspirational quotes
- Daily grind updates ("Just finished a coffee!")
Timing: When to Post on Threads
There's no universal "best time." But here's what data shows:
Weekdays:
- 7-9 AM (people scrolling before work)
- 12-1 PM (lunch break)
- 5-7 PM (evening wind-down)
Weekends:
- 9-11 AM (Saturday/Sunday mornings perform well)
The real trick: Post when your specific audience is active.
Check your analytics. When do your posts get the most engagement? Post then.
How to Actually Grow on Threads (The System)
Here's a repeatable process:
Step 1: Post 3-5 times per week
Not daily. Not randomly. Consistently 3-5 times.
Step 2: Reply to every comment within the first hour
This is non-negotiable. Your replies keep the conversation going, which signals to Threads: "This post is active."
Step 3: Engage with 5-10 other creators daily
Reply to their posts. Start conversations. Threads rewards active community members, not just broadcasters.
Step 4: Monitor what works
After 30 days, review:
- Which posts got the most replies?
- Which got the most saves?
- Which topics resonated?
Double down on what works.
Step 5: Build reply relationships
Find 10-15 creators in your niche. Reply to their posts regularly. They'll start replying to yours.
Threads is a relationship game, not a reach game.
The Threads Mistake Everyone Makes
Most creators treat Threads like Twitter.
They post a hot take, walk away, and hope it blows up.
That's not how Threads works.
Threads rewards creators who:
- Ask questions
- Reply to comments
- Build conversations
If you post and ghost, you'll get nowhere.
If you post and engage, you'll grow steadily.
How Broadr Helps with Threads
You can manually post to Threads every day.
But if you're managing LinkedIn, X, Bluesky, and Mastodon too, that's exhausting.
Broadr lets you:
- Schedule Threads posts in advance
- See all platforms in one calendar view
- Adapt your LinkedIn post for Threads with Claude AI (same idea, different tone)
You still need to engage manually (no tool can reply to comments for you).
But you save hours on scheduling and context-switching.
The Real Strategy
Threads isn't about going viral.
It's about building a small, engaged community that trusts you.
If you post consistently, engage thoughtfully, and provide value, you'll grow.
Slowly. Steadily. Sustainably.
And unlike X, where your reach can collapse overnight, Threads rewards long-term consistency.
Focus on conversation, not clout.
The rest takes care of itself.