ads accounts, with the exception of Costco, and Australian brands are also looking to get in on the act.  Fashion retailers Aje and LSKD, and bottle shop BWS, have gotten in on the act, while Jessica Hatzis, founder and chief marketing officer of skincare brand Frank Body, recently shared a how-to guide on how best to use Threads via her branding agency Willow and Blake. Post by @ajeathletica View on Threads Building community Another brand that quickly jumped onto the social media network is luggage retailer July.  Co-founder Athan Didaskalou told Inside Retail that he had found it to be useful so far, with the algorithm and interface being user-friendly. “Being an early adopter has allowed us to engage with users before the platform got crowded,” Didaskalou said.  “We’ve identified commercial opportunities like showcasing new products, offering exclusive promotions, and gathering direct customer feedback.” He sees an opportunity for retailers to use Threads as a means of driving engagement, building customer loyalty, and increasing sales. He believes they can do so by being active participants, sharing and providing personalised support. This approach can help brands foster a shared sense of community. Didaskalou added that offering exclusive discounts and holding live Q&A sessions on the platform can also deepen connections, and encourage repeat purchases. “Threads has significant potential for retailers and the retail industry,” he said. “While not exactly Twitter 2.0, [it] offers focused and engaging customer reach. It facilitates authentic interactions, targeted discussions, and the chance to cultivate brand advocates and amplify word-of-mouth marketing.” Julie Mathers, CEO of baby brand Snuggle Hunny, said it’s about being where your customers are – which includes Threads. She told Inside Retail that it is still “very early days,” with people still figuring out how to use the platform to best effect.  However, with Instagram and Threads being intrinsically linked, she believes Snuggle Hunny must be on the new platform.  “Being on there early means you can learn quickly and also start to build your community,” Mathers said. Post by @july View on Threads Part of the conversation Regarding how to use the platform to good effect, Mathers advised retailers not to overthink their approach, or focus too much on how to drive sales using Threads, since the app is not yet cluttered with ads. “Mature social platforms like Facebook have lost the community nature (other than groups) and focus mostly on ads. So don’t use it like you’re using other platforms and be natural and authentic,” she said. She also noted that retailers will invariably use Threads in different ways as they navigate their way on the platform. Approaches will likely range from posting memes, to authentic discussions about day-to-day life. “My view is if you’re on it you’re part of the conversation and that’s key,” she said. Meanwhile, Didaskalou said that July has taken a “conversational and approachable tone”. He observed that Threads differs from Instagram in that it feels “more casual and less polished,” comparing it to a text-based version of TikTok. “Balancing promotional content with providing value to the community is crucial,” he said. “Avoiding pushy approaches helps maintain engagement and avoid alienating potential customers. We launched on the platform with a giveaway, during our naming month, as a fun way to make a splash, gain followers and build a bit of brand love.” Meanwhile, Mathers is running the Snuggle Hunny account herself, and is choosing to adopt a “very open” and “non-corporate” tone. She said that she could talk about anything on Threads – ranging from what’s happening in the office, to discussions about her toddler, to new releases. “Right now we’re using it as a way to build and create brand awareness,” Mathers said. She also cautioned that retailers should avoid posting the same content on all of their platforms. “It’s the one thing I see lots of retailers and brands doing and it’s a bad strategy; people want different content,” Mathers said. Post by @snugglehunnykids View on Threads Listening and learning Regarding how July plans to use Threads moving forward, Didaskalou noted that it will be a dedicated channel for community engagement and customer support. Meanwhile, Mathers said that it’s too early to tell how she – or Snuggle Hunny – will use it in the future. At this stage, she said that she is in the “listening and learning phase.” “Listen to your customers and community and see what they want,” she said.