How brands can use the new Twitter thread feature

A Twitter thread is a series of related tweets, often all on the same subject and usually written at the same time. While these aren’t new to Twitter, it was only in December that Twitter created an official capacity for creating threads.

Here’s an example that Twitter linked to in their own blog post about them:

There have been many creative uses of the Twitter thread over the years; everything from storytelling to sharing resources around a particular subject. So how can this feature be useful for brands? We’ve got a few ideas!

If you’ve got questions or you’ve seen a great example that we’ve missed, tell us about it on Twitter @UnionMetrics.

Product demos

If you’ve got products that would do well broken down in a series of how-to photos, videos or even GIFs, consider using a thread to tie that series of steps together.

Now along with the longer character limit, you can also add links to resources that expound on certain steps.

If the demo you’re illustrating this way is one of your brand’s most frequently asked questions you can even consider pinning that thread to the top of your profile.

Thread your FAQs

This might include questions outside of products, like ways to reach your company, recurring holiday hours or questions about who your founders are and where your company started.

Definitely include relevant resources for further reading here as well.

Employee highlights

A thread could also be a great way to highlight employees and show off employee-generated content.

Introduce the people who work for you and what they work on, but also a little bit about their hobbies or pets or anything else they’re comfortable sharing.


Hosting or attending an event? Put all of your tweets in a single thread so those who are interested can dive in as deeply as they want, and those who aren’t interested will have an easier time of skipping past it in their feed.

You can also add updates or event recaps to the thread later, again keeping it all in one easy-to-read (or skip) place for your followers.

More ideas

Twitter’s business blog covered some other options for using threads, including:

  • Delivering a longer message
  • Resurfacing or following up

These are both especially helpful if you find yourself in a crisis comms situation; this gives anyone looking for clarity an easy way to find your brand’s statement on the situation and gives your brand an easier way to follow up on any new developments as they unfold, knowing your audience will know where to find them.