Threads
Threads is Meta's text-based conversation app, tied to an Instagram account, that is also opening up to the wider fediverse via ActivityPub.
Threads is Meta's app for short text posts and replies, launched in 2023 and signed in through an existing Instagram account rather than a separate login. It sits closer to a public conversation feed than Instagram's photo-first format, with replies, quote posts and reposts as the core interactions.
Since 2025 Threads has rolled out a dedicated Fediverse feed for users who opt in, showing posts pulled in from federated apps such as Mastodon or WordPress through the ActivityPub protocol, plus the ability to search fediverse profiles from inside Threads. Threads also added its own custom feeds and starter packs, similar in spirit to Bluesky, letting people follow a topic instead of only a chronological timeline.
For a brand already on Instagram, Threads is close to a zero setup extra channel since the audience and login already exist. Brandlix publishes directly to Threads alongside the other 9 connected platforms.
Examples
- An account with 20,000 Instagram followers starting a Threads presence at day one with a meaningful chunk of that audience already aware of the brand.
- A Threads account with 5,000 followers getting its post replied to by a Mastodon user through the Fediverse feed, without either side leaving the app.
Related terms
The fediverse is a network of independently run social apps, such as Mastodon, that interoperate through a shared protocol so users on different servers can follow each other.
Bluesky is a social network built on the open AT Protocol, which separates identity, data storage and feed ranking so anyone can run their own server.
The ranking system each platform uses to decide whose content appears in whose feed.
A unified inbox collects comments and direct messages from every connected social account into one screen, so a team never has to switch apps.