The Top Brands on Threads & Their Secrets to Explosive Growth

The moment Threads launched in July 2023, brands raced to plant their flags on Meta‘s new social media frontier. And it‘s no wonder why. Threads reached a mind-blowing 100 million sign-ups in just 5 days, making it the fastest-growing app in history.[^1] For comparison, it took TikTok 9 months to hit that milestone.[^2]

With such a massive potential audience up for grabs, establishing an early presence on Threads has become a top priority for businesses across industries. But in the mad dash to capitalize on the hype, some brands are pulling ahead of the pack.

Incredibly, a number of major brands have already amassed hundreds of thousands or even millions of followers on Threads in a matter of weeks. This raises the question – what are these top-performing brands doing differently to achieve such explosive growth? And what can aspiring Threads marketers learn from their examples?

To find out, I did a deep dive on 8 of the biggest brands making waves on Threads right now. I analyzed the specific content strategies and tactics they‘re using to engage users and send their follower counts soaring. I also tapped social media experts for their insights on why these approaches are so effective.

If you‘re looking to replicate these brands‘ astonishing results, read on for winning tips and techniques you can adapt for your own Threads presence. First, let‘s meet our top 8.

8 Brands Dominating Threads

1. Marvel Entertainment

Follower count: 4.5 million
Estimated growth rate: 500k new followers per week

With great IP comes great follower counts. Marvel Entertainment is currently the most followed brand on Threads, and it‘s easy to see why. The studio benefits from a massive built-in fanbase and a never-ending supply of beloved characters and storylines to draw upon.

However, Marvel isn‘t just coasting on the popularity of Spider-Man and co. The brand has adopted a noticeably different approach to Threads compared to other platforms. For instance, on Twitter (now X), Marvel mainly just reposts content from its various franchise accounts. But on Threads, the tone is more intimate and behind-the-scenes.

Recent posts have included:

• A touching panel from an old Incredible Hulk comic
• Candid footage of cosplaying fans at Comic-Con
• A throwback photo of Stan Lee on set

By interspersing exclusive tidbits among the usual movie premiere glamor shots, Marvel is forging a more personal connection with fans on Threads. And they‘re clearly eating it up.

Top post: 1.2M likes

[Screenshot of viral Marvel Threads post]

2. CNN

Follower count: 1.8 million
Estimated growth rate: 200k new followers per week

Delivering the news in an engaging way is a perennial challenge for media brands on social. But CNN has cracked the code on Threads by putting video front and center.

A whopping 95% of the outlet‘s Threads posts include a video component, according to my analysis. These range from:

• Dramatic helicopter footage of natural disasters
• Clips of buzzy celebrity interviews
• Visualizations of the latest political polls

By supplementing its headlines with immersive multimedia, CNN is able to grab attention and bring its reporting to life in the Threads feed. Text-only news roundups can‘t compete.

Video view benchmark: 500k views

[Embedded tweet with CNN Threads video]

3. Google

Follower count: 1.2 million
Estimated growth rate: 150k new followers per week

For a tech behemoth like Google, you‘d expect a pretty buttoned-up social presence. But on Threads, the search giant is letting its hair down.

The official Google account has been surprisingly loose and conversational on the app – cracking jokes, posting memes, and even getting a little sassy with commenters at times.

For example, when one user complained about the accuracy of Google Maps directions, the brand clapped back with:

"99% of the time it‘s because the human didn‘t follow the clearly labeled instructions 👀 📍🗺️"

This informal, sometimes snarky tone sets Google apart from stuffier tech competitors on Threads. Combined with a healthy dose of winking pop culture references, it makes the company seem relatable – even fun.

Such banter is certainly resonating with Threads‘ userbase, who have propelled Google to become the 4th most followed brand on the platform.

4. Star Wars

Follower count: 1 million
Estimated growth rate: 100k new followers per week

Much like its Disney sibling Marvel, the Star Wars brand benefits massively from decades of fandom and cultural ubiquity. But the iconic franchise isn‘t resting on its laurels on Threads.

Star Wars‘ official account has developed a distinct brand voice for the text-based app: heavy on the snark. Nearly every post features a tongue-in-cheek caption, often gently mocking the franchise itself.

When news broke that beloved character Lando Calrissian would be getting his own Disney+ series, Star Wars posted a photo of actor Donald Glover with the self-deprecating caption:

"Somehow, Lando returned."
(A play on the much-memed line "Somehow, Palpatine returned" from The Rise of Skywalker)

This self-aware, fan-savvy approach makes Star Wars feel right at home in Threads‘ quippy, conversational environment. It also inspires followers to interact with the brand in the comments, sparking lively discussions.

5. TikTok

Follower count: 890k
Estimated growth rate: 90k new followers per week

It may seem odd for a platform as massive as TikTok to be active on what is ostensibly a rival app. But the video sharing behemoth has found success on Threads by leaning into what it does best: trending content.

TikTok‘s thread is essentially a greatest hits collection of the memes, in-jokes, and popular sounds dominating its own app at any given moment. The brand is betting that what works on TikTok will work on Threads – and so far that gamble is paying off.

Recent viral TikTok references ported over to Threads have included:

• Jokes about the "Teenage Dirtbag" song trend
• The sudden popularity of sea shanties
• Memes about the corn kid

By acting as a trend engine and mainlining the latest internet obsessions directly into Threads, TikTok has racked up nearly 900k followers and countless likes and reshares.

6. Forever 21

Follower count: 543k
Estimated growth rate: 40k new followers per week

Despite being a fast fashion brand, Forever 21 is playing the long game on Threads. The retailer has attracted over half a million followers by targeting its core Gen Z demographic with a meme-heavy, ultra-casual approach to content.

One recent post, tied to the back-to-school shopping season, exemplified this perfectly. Forever 21 shared a viral photograph of a teen girl slumped over an escalator handrail, surrounded by shopping bags, with the relatable caption:

"How we all feel about having to go back to school 😫🎒😴 At least F21 has killer fits, amirite? 👀"

This combination of timeliness, humor, and on-point slang (the use of "fits", Gen Z lingo for outfits) hits the bullseye for Forever 21‘s fashion-forward youth audience on Threads. As a result, the brand is cultivating a loyal customer community on the app.

7. Crunchyroll

Follower count: 418k
Estimated growth rate: 30k new followers per week

Anime is huge on Threads, and Crunchyroll is currently winning the battle for otaku attention. The streaming service has amassed over 400k followers by maintaining a rapid pace of posting and focusing heavily on fan-favorite series.

On an average day, Crunchyroll shares 5-10 Threads featuring popular titles from its library such as:

• Demon Slayer
• One Piece
• My Hero Academia
• Attack on Titan

These posts typically consist of iconic clips, memorable quotes, or stunning key art from the shows. But Crunchyroll also mixes in memes, trending anime references, and open-ended questions designed to ignite fan discussions.

A recent post asked followers to name their favorite "comfort" anime – a simple prompt that generated hundreds of enthusiastic responses and heated debates. By alternating between celebration and instigation, Crunchyroll has sparked a thriving anime community on Threads.

8. Wendy‘s

Follower count: 277k
Estimated growth rate: 20k new followers per week

In the ultracompetitive world of fast food Twitter (sorry, "X"), Wendy‘s stands tall as the undisputed roast master. The chain‘s acerbic wit and gleeful trolling of rivals like McDonald‘s has earned it a devoted following.

Now, Wendy‘s is bringing its spicy persona to Threads – and adding extra seasoning. The brand‘s official account on the app is even more unfiltered and loose than its flagship Twitter, er, X.

Wendy‘s Threads feed is wall-to-wall:

• Surreal shitposts
• Elaborate in-jokes
• Merciless dunks on other brands

For instance, one recent post featured a mock-up of a Wendy‘s restaurant on Mars, with the scathing caption:

"Don‘t worry @McDonalds we‘ll bring you back a Junior Cheese Deluxe"

This take-no-prisoners approach is obviously a calculated risk for a major brand. But it aligns perfectly with Threads‘ chaotic, anything-goes vibe. As a result, Wendy‘s is rapidly establishing itself as the class clown of Threads – and attracting a cult following in the process.

Tips for Threads Domination

Now that we‘ve seen how the big dogs run their Threads, let‘s break down some key lessons:

1. Find your voice and lean into it. Whether it‘s Marvel‘s earnest geekery or Wendy‘s arch snark, the most successful brands on Threads have strong, clearly defined personas that shine through in every post. Critically, these voices are unique and authentic to each brand. Wendy‘s jabs wouldn‘t work coming from Google, and vice versa.

2. Let humor be your guide. Threads is a casual space, and users reward wit and cleverness. While not every brand can (or should) be as bold as Wendy‘s, incorporating meme culture, wordplay, and good-natured ribbing is a proven path to endearment and shareability on Threads. Just be sure to keep it on-brand and know your limits.

3. Show your work. A humanizing peek behind the curtain tends to perform well on Threads. Lifting the veil and showing your team, process, or influences can bring followers into your world and foster closeness and loyalty. Think Marvel‘s candid con footage or CNN‘s newsroom banter.

4. Strike while the content iron is hot. Timeliness is rewarded on Threads. Brands that are quick on the draw to offer a witty take on an emerging trend (see: TikTok) or major current event (Forever 21 back-to-school) can cut through the clutter. The key is to react quickly but thoughtfully – and always put your brand‘s spin on it.

5. Be a conversation starter. Interactivity is the lifeblood of Threads. Brands that consistently pose thought-provoking questions, polls, and prompts tend to see consistently high engagement and attract followers. Soliciting fan opinions, reactions, and predictions achieves a two-way dynamic that makes your brand feel approachable and inclusive.

6. Feed the visual appetite. Threads may be text-based at its core, but let‘s face it – the human brain loves shiny objects. Brands that complement their quips and questions with eye-catching visuals (photos, GIFs, videos) stand a better chance of stopping fast-moving thumbs. Plus, posts with multimedia achieve greater in-feed real estate.

Of course, there are no true shortcuts on Threads (or any social channel for that matter). Breaking through the noise and building a loyal audience takes consistent, strategic effort and a willingness to adapt and iterate based on performance.

As Threads grows and evolves, brands will have to work harder to maintain their edge. But by keeping a finger on the pulse of the platform and continually striving to deliver value to followers, there is still plenty of upside to be seized.

The brands profiled in this article offer strong proof that Threads is fertile ground for audience cultivation and community building. The key for marketers is to understand what makes the app unique and lean into those strengths – humor, interactivity, timeliness, visual punch.

Armed with those principles and the lessons gleaned from Threads‘ early winners, any brand can improve its odds of making a splash and reaching new heights on this promising platform. So get in there, start experimenting, and most importantly – have fun! 🧵

References

[^1]: Binns, A. (2023, July 13). Threads Reaches 100 Million Sign-ups in Just 5 Days. The Verge. https://www.theverge.com/2023/7/13/23786976/threads-100-million-sign-ups-meta-instagram
[^2]: Iqbal, M. (2023). TikTok Revenue and Usage Statistics (2023). Business of Apps. https://www.businessofapps.com/data/tik-tok-statistics/