On Meta’s latest social media platform, Threads, there’s no shortage of interesting Threads marketing campaigns. However, have you noticed that Threads users seem to be growing increasingly frustrated with marketing content lately?
Learn More:
Meta’s Social Media Outlook 2025: Facebook, Instagram, and Threads Business Guide
In this article, we’d like to share areas of Threads promotions that may spark negative comments, along with two reasons we believe caused this backlash and how to avoid them.
Backfire Reason 1: Repetitive Tactics Cause Frustration
One key reason for Threads user frustration is likely the repetitive playbook used in these campaigns:
Fake “insider” posts →
Promoters’ accounts share/comment →
Boost the Threads post’s reach
After the success of large brands like Lush and McDonald’s, Threads became flooded with countless brands, big and small, using the same formula. While it initially felt fresh, users are now so familiar with this tactic that they instinctively see it as an attention-grabbing ploy to drive traffic.
Backfire Reason 2: Highly Repetitive Content
Another common tactic is multiple accounts pushing the same message around the same time, often seen with beauty-related products. The content typically highlights how amazing the product is, how it miraculously solves skin issues, and ends with sales points and pricing.
Even if some Threads posts appear like genuine shares, when the algorithm detects your interest in a topic and repeatedly shows similar content, it becomes easy to spot that these are promotional campaigns.
This approach was more common on Instagram in the past, leveraging different KOLs to reach varied audiences. However, Threads’ algorithm differs significantly from Instagram’s. Directly replicating this strategy on Threads results in users being bombarded with similar promotional messages in a short time, which quickly becomes tiresome and counterproductive.
How to Promote on Threads and Avoid Criticism?
It’s true that social media users today are very smart, but that doesn’t mean promotions will inevitably get criticized.
To reduce the likelihood of negative reactions, we believe it’s crucial to avoid posting identical content across multiple Threads at the same time. Even when covering the same topic, don’t make every post identical—try exploring different angles to present the content.
We understand that, as marketers, there’s a concern that only a few people discussing a campaign might not generate enough buzz. However, in the world of Threads, a single creative post can go viral and be enough. On the other hand, dozens of repetitive posts are more likely to spark frustration.
Threads is a platform for authentic sharing, so take inspiration from the tone you’d use when chatting with friends.
Our Recommendations
We believe a viral formula should ideally be used only once. When latecomers reuse the same approach, it either goes unnoticed with no traction or gets heavily criticized by users.
Even without chasing flashy attention, consistently sharing steady, authentic content is a solid direction to take.
This article is originally published by MORE Digital:
MORE Digital is a Hong Kong-based Digital Marketing Agency serving clients such as real estate developers, media companies, utilities, and record labels. In addition to the examples mentioned above, we have also helped various clients establish and grow their Instagram accounts to achieve various goals. If you encounter any difficulties in promotion, feel free to reach out to us through our website or Instagram (@moredigitalhk) for direct conversations.
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