What is Threads?

On July 6, 2023, Meta launched their new Threads platform, described in its press release as “an app built by the Instagram team for sharing text updates and joining public conversations.” Users log into Threads with their Instagram account, and their username and verification status carries over.

Threads functions similarly to other text-based platforms such as X (Twitter), Bluesky, and Mastadon. Posts are no more than 500 characters long, and they can include links, images, and up to 5 minutes of video.

Threads is also part of a growing network of decentralized, interoperable platforms known as the “fediverse.”

You can read more about Threads from Meta’s Newsroom: Introducing Threads: A New Way to Share With Text

Is Threads coming to Brandwatch?

Meta released its first version of the Threads API in 2024. We are currently exploring adding Threads support for Publish, Measure and Engage. You can subscribe to ongoing updates on these roadmap items by voting for them in the roadmap portal.

Threads does not offer a social listening API for our Consumer Intelligence use cases, and it is highly unlikely that anything like this will be available soon. This aligns with Meta’s past practices, as they haven’t followed this approach with their other platforms.

How can I be notified of updates on Threads?

You can use the Brandwatch Complete Roadmap to subscribe to updates on features that are either planned for release, in discovery, or under consideration. Once Threads has been made available to Meta’s partners, we’ll add it to the Roadmap so you can follow its progress.

You can also always reach out to your Customer Success Manager to ask questions and learn more about what’s next at Brandwatch.