On Threads, entertainment is the clearest job for brands

Content formats

How users want brands to show up on Threads

How users want brands to show up on Threads
Brand activity	Share of users (%)
Posting entertaining content	28%
Sharing educational product content	15%
Partnering with influencers	14%
Providing customer service and support	14%
Promoting contests and giveaways	11%

Reader Note:: Based on Sprout's consumer survey of 2,305 respondents in the US, UK and Australia who have at least one social media account and follow at least five brands, fielded October 6 to 16, 2025. This figure shows the share of users who want brands on Threads to post entertaining content 28%, share educational product content 15%, partner with influencers 14%, provide customer service and support 14%, and promote contests and giveaways 11%. The report does not state the base size for Threads users specifically.
Evidence:: Self-reported behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Online surveys of 2,305 consumers in the US, UK and Australia with at least one social media account and following at least five brands, plus 1,200 marketing leaders in the US, UK and Australia responsible for social media.

Good for

A rough sense of size and direction, and deciding what to look at first.

Exact numbers, or saying that one thing caused another.
This comes from a company with a commercial interest in this market, so it is not a neutral source.

Instagram users respond first to brand’s short videos, then creator-style content

Share of social users most likely to interact with each brand content type on Instagram
Content type	Share of users likely to interact (%)
Short-form video (<60 seconds)	52%
User-generated content	25%
Influencer content	23%
Live video	22%
Static images / Long-form video	19%

Short videos dominate brand engagement on TikTok

Share of social users most likely to interact with brand content types on TikTok
Content type	Share of social users likely to interact (%)
Short-form video (<60 seconds)	60%
Long-form video	32%
User-generated content	30%
Influencer content	28%
GIFs / memes	15%

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