1. Key Figures
- Threads reached 350 million monthly active users as of April 2025
- Around 100 million daily active users worldwide
- The platform saw a 35% increase in engagement time in Q1 2025
- 30 million new users joined in Q1 2025 alone
- Demographics: 25–34 years old (29%) and 18–24 years old (20.4%)
- In Vietnam specifically, about 15% of internet/social users have used Threads (adoption rises with younger generations). (Source: Decision Lab — Connected Consumer) → estimated ~11,430,000 Threads users in Vietnam
2. Why should brands in Vietnam consider being on Threads now?
High reach and fast growth
With over 10 million users in Vietnam and double-digit growth each quarter, Threads is currently the fastest-emerging social platform. Entering early allows brands to capture a larger share of voice before the platform becomes saturated — something already happening on TikTok, Facebook, and other social networks.
Young audience with purchasing power & influence
The 18–34 age group is a critical segment for consumer brands — digitally savvy, trend-driven, and heavily influenced by social networks. Threads is attracting many users in this demographic. With the right marketing approach, brands can engage this group more effectively.
Lower competition, more cost-efficient
As Threads is still relatively new compared to Facebook, Instagram, or TikTok in Vietnam, fewer brands have established a strong presence. This means lower costs for brand building, content production, and influencer marketing compared to saturated platforms.
Moreover, since Threads emphasizes short, text-based, personalized content, production costs are lower than for video-heavy platforms like TikTok or Facebook Reels.
Strong integration with the Meta ecosystem
Threads is integrated with Instagram, allowing users (and brands) to leverage their existing follower base to grow faster. Brands can reuse content, resources, and followers from Instagram rather than starting from scratch. Meta will also roll out advertising and brand management tools (e.g., integration with Meta Business Suite) to support Threads marketing
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3. Examples of major brands on Threads
Vinamilk
One of the Top 10 most valuable dairy brands globally, Vinamilk entered Threads Vietnam early with two key initiatives: Communicating its brand identity revamp (2023) and using Threads as a customer service channel. This helped Vinamilk successfully reposition itself as youthful and bold, while directly engaging with younger consumers.
Starbucks
According to the YouNet Media – Coffee Shop Market Movement on Social Media H1/2025 report, Starbucks is among the coffee chains with Owned Media presence on Threads. With over 20,000 followers on its Threads channel, Starbucks ranks in the Top 5 most-followed coffee shop brands on the platform in Vietnam.
Entertainment Shows & Sponsorships - Anh trai vượt ngàn chông gai / Chị đẹp đạp gió rẽ sóng and Anh trai say hi / Em xinh say hi
Popular shows like Anh Trai Vượt Ngàn Chông Gai, Chị Đẹp Đạp Gió Rẽ Sóng, Anh Trai Say Hi, and Em Xinh Say Hi(by Yeah1 and Vie) have created vibrant fan communities on Threads throughout 2024–2025. Techcombank, as the key sponsor of Sinh Lời Tự Động, benefited significantly from this fandom culture on Threads, with fans frequently “giving shout-outs” to the brand directly on the platform.
4. Notes for brands using Threads
Threads has distinct platform characteristics:
- Conversation-first nature: unlike IG (visual-first) or TikTok (video-first), Threads encourages short discussions and opinion-sharing (similar to Twitter).
- Algorithm favors “lightweight content”: quick updates, short witty posts, memes → more likely to appear in feeds of non-followers.
- Early adoption stage: majority of users are Gen Z and Millennials, who value humor, authenticity, and dislike overly promotional content.
Therefore, best practices for social marketing campaigns on Threads:
- Tone & voice: casual, witty, conversational — treat it like an “open group chat.” Avoid copy-pasting rigid captions from Facebook or Instagram.
- Less focus on visuals: leave polished imagery for Instagram. On Threads, ideas, words, and dialogue matter more.
- Tap into real-time trends: trending topics (by the hour/day) can go viral quickly.
- Encourage comments & remixing: create posts that spark light debates, fun Q&As, or meme-able content to drive shares and engagement.
- Measurement: instead of only tracking views, reach, or likes → measure comment ratio, number of conversations generated, and quote-thread shares.
5. Conclusion
TikTok has been a launchpad for many brands in the era of social marketing — such as Duolingo, Scrub Daddy, or in Vietnam, Điện Máy Xanh and Highlands — then Threads remains a fertile ground that is still easy to tap into.
