Is Threads Just Another Distraction?
If you’re running a business in Brisbane—whether you’re a builder in Coorparoo or a boutique owner in Paddington—you’ve likely heard about Threads. It’s the newer app from the people who own Facebook and Instagram.
I’ve seen this a hundred times before. A new app launches, the "experts" scream that you have to be on it, and busy business owners end up wasting hours posting content that nobody sees and nobody buys from.
Look, I’ll be blunt: most of what you read about Threads is rubbish written by people who don't have a payroll to meet. You don’t have time to play around with every new shiny toy. You need to know: Will this make me money?
Here is the honest truth about Threads for small business owners in 2024.
What is Threads and Why Should You Care?
Think of Threads as a digital pub. Unlike Instagram, which is like a glossy magazine where everything has to look perfect, Threads is about conversation. It’s mostly text. People go there to chat, complain, share advice, and connect.
For a local business, this is a double-edged sword.
The Good News: Because it’s owned by Instagram, you don’t have to start from scratch. If you have an Instagram following, they can find you on Threads instantly. It’s currently "the wild west," meaning Google and Meta are rewarding people who use it by showing their posts to more people than they normally would on Facebook.
The Bad News: It requires you to actually talk to people. You can't just post a photo of a finished bathroom renovation and walk away. You have to engage.
The "Early Adopter" Advantage (Is it Real?)
I’ve worked with plenty of local tradies and service providers who missed the boat on Facebook back in the day. Now, they’re paying a premium for ads because the "free" reach is gone.
Threads is currently in that "golden period." Because there are fewer businesses on there compared to Instagram, your voice is louder. If you start now, you can build a reputation as the local expert before your competitors even figure out how to log in.
However, don't just post for the sake of it. We always tell our clients to stop wasting time on likes and focus on what actually brings in the phone calls. If you aren't getting enquiries, the platform doesn't matter.
How to Use Threads Without Wasting Your Life
If you decide to give Threads a go, do not—I repeat, do not—just copy and paste what you put on Facebook. People can tell when you’re being lazy, and lazy repurposing is the fastest way to get ignored.
Here is a simple, 3-step strategy for a busy Brisbane business owner:
1. Be the Local Expert
If you’re a mechanic, don’t just say "Book a service." Instead, post: "Hey Brisbane, with this humidity, your car's aircon is working double time. If you smell something funky, check your cabin filter first before spending hundreds at a shop."This builds trust. When that person’s car actually breaks down, who are they going to call? The guy who gave them free advice on Threads.
2. Answer the Questions You Get Every Day
Think about the last five customers you spoke to. What did they ask? - "How long does a termite inspection take?" - "What’s the best paint for a deck in the QLD sun?" - "Do I need a permit for a small shed?"Each of these is a Threads post. It takes 30 seconds to type out and shows you know your stuff.
3. Use Video, But Keep It Real
You don't need a film crew. A quick video of you on a job site or in your shop goes a long way. We’ve seen that you can get more customers just by showing the human face behind the business. On Threads, these raw, unpolished videos actually perform better than the high-end stuff.The Cost: Time vs. Money
Threads is free to use. There are no ads yet (though they are coming).
The real cost is your time.
If you spend an hour a day on Threads but your Google My Business profile is out of date and you haven't returned three quotes, you are losing money. Threads should be the "extra credit," not the foundation of your business.
I’d recommend spending no more than 15 minutes a day on it. Post one thing, reply to two people, and get back to work.
When Should You Ignore Threads?
I’ll be the first to tell you if something is a waste of money or time. You should stay off Threads if: - Your target customers aren't there. If you sell to 70-year-olds in the retirement sector, they aren't on Threads. They’re on Facebook or reading the local paper. - You hate writing. If typing out a few sentences feels like a chore, you won't stay consistent. - Your basics aren't sorted. If your website doesn't work on phones or you don't show up on a Google map search, fix that first. That’s where the "ready to buy" customers are.
Realistic Timelines for Results
Don't expect the phone to ring off the hook on day one. Threads is a "slow burn" platform.
- Week 1-4: You’ll feel like you’re talking to a brick wall. This is normal. - Month 2-3: You’ll start getting "likes" and comments from other local Brisbane businesses. This is great for networking. - Month 6+: You’ll start hearing, "Oh, I saw your post about the deck maintenance on Threads, can you give me a quote?"
It’s about building a brand so that you are the only logical choice when a customer finally needs your service.
Summary: What to do first
If you want to try it out, here is your checklist for this week: 1. Claim your handle: Download the app and link it to your business Instagram. Even if you don't use it yet, don't let someone else take your business name. 2. Listen first: Spend 5 minutes scrolling. See what other Brisbane businesses are doing. Look at what your competitors are (or aren't) saying. 3. Post one helpful tip: Don't sell anything. Just help someone.
At the end of the day, marketing is just about being where your customers are and proving you can help them. Threads is just one more place to do that.
If you’re feeling overwhelmed by all these different apps and just want a marketing strategy that actually brings in leads without you having to spend all day on your phone, we can help.
At Local Marketing Group, we focus on the stuff that actually moves the needle for Brisbane businesses—more calls, more bookings, and more profit.
Want to grow your business without the headache? Contact Local Marketing Group today.