Marketers can now use topic tags on Threads to boost engagement

Meta’s Threads now has its own version of hashtags.

Meta calls this new feature “topic tags”, emphasizing its difference from hashtags by prioritizing community focus. Topic tags are now accessible to all users worldwide to enhance search functionality within the app.

Why we care. While ads are not currently available on Threads (they are coming soon), marketers can still engage with users and enhance brand awareness by creating profiles and generating organic traffic. The use of topic tags simplifies the process for users to discover your posts and engage with your brand.

Dig deeper: Marketing on Threads — What you need to know

How topic tags work. Topic tags have some fundamental differences to hashtags, which are offered on its sister platform Instagram:

• As topic tags are not hashtags, brands will not be required to add the “#” symbol when adding tags.
• Topic tags support phrases with spaces.
• Topic tags support special characters.
• Only one tag is permitted per post.

What Threads is saying. Adam Mosseri, head of Instagram, said on Threads:

The ability to tag a topic on your post is now rolling out globally so you can categorize your posts and make it easier for others to find and join in on the conversation…

With tags we’re trying something simple and slightly new. No # marks, support for multiple words, *only one* tag per post, and the tag view *is* the search view. The hope is this design focuses tags more on communities and less on engagement hacking, and does so while keeping @threads simple and easy to use. We’ll see how it goes…

Adam Mosseri on Threads