Threads Adds DMs: What It Means for Brand Engagement in 2025

Building an edge on platform changes can become crucial as platforms evolve, so it's important for us to stay current with changes in the digital communication landscape. Meta's social app Threads was once considered nothing but a Twitter clone, but now that DMs are launching, this new feature could fundamentally change how brands communicate with audiences in 2025 and beyond. With over 150 million monthly active users, Threads is no longer hidden behind Twitter (now X), which has its own identity being formed as it moves toward deeper, more private engagement opportunities for brands, marketers, and creators to connect, support, and build community in a human, direct manner.

With over 150 million monthly active users, Threads is no longer hiding behind the shadow of Twitter (now X) but is creating its own identity, which will enable deeper, private forms of engagement that brands, marketers, and creators can use to connect, support, and build community in a more human way.

1. A New Era of One-on-One Customer Interaction

Until now, Threads has mainly been about public communication—threads, replies, and reposts that are transparent but not personalized. With DMs, however, businesses can take conversations offline:

• Answer product or service questions without overloading a thread
• Provide customer support from troubleshooting issues to detailed answers
• Convert warm leads into customers via guided direct messaging
• Manage sensitive situations or negative feedback privately

This is particularly helpful for startups and small businesses—you no longer need an extensive call center or CRM software. Just a well-trained social media team can close sales and deliver a high-quality experience directly through the app.

2. Making Influencer Collaboration More Efficient

Influencer marketing is one of the core ways brands are built today. Creators already use Threads to share real-time insights, and DMs make this collaboration even smoother:

• Pitch partnerships directly to creators
• Send campaign briefs, assets, or promo codes in private threads
• Respond instantly to posts or questions

This direct line builds more organic relationships—especially appealing to micro-influencers who favor a less corporate approach. The easier the exchange, the higher the chance of a successful collaboration.

3. Why Early Movers Will Have a Competitive Advantage

Early adopters consistently win—be it Instagram Stories, Reels, or Threads. Right now, most brands don’t have a DM strategy on Threads, meaning:

• Less competition in inboxes
• Higher open and response rates
• Opportunities to test creative campaigns like flash giveaways, loyalty rewards, or sneak peeks

Being among the first in your industry to use DMs for launches or early-bird access can result in better engagement, conversion, and visibility. Plus, the platform may reward early use of new features.

4. Threads Could Become Your Customer Support Hub

There’s also a strategic advantage—possible cross-app integration. If Messenger, Instagram, and Facebook DMs are already in Meta’s Business Suite, Threads could be next. This would allow brands to:

• Centralize support across multiple platforms
• Unify inboxes for streamlined team communication
• Track responses and measure performance more effectively

Brands that start preparing now—by training staff and drafting DM templates—will be best positioned to take advantage of this shift.

5. Building Stronger, More Personal Communities

Consumers want to be seen, heard, and valued. While public visibility is powerful, private messages create real intimacy. Whether it’s a:

• Quick “thank you” to a loyal customer
• Check-in with a past client
• Personalized discount or sneak preview

These small gestures make customers feel valued, not just like a number. Especially for niche, personal, or community-led brands, these moments build loyalty and advocacy.

Final Thoughts: Don’t Wait, Experiment Early

The rollout of DMs on Threads isn’t just a feature—it’s a chance to shift your 2025 engagement strategy. In a noisy world, private conversations will be more powerful than ever.

Start experimenting now: test different outreach styles, offer exclusive content, ask for feedback—and most importantly, stay human. Because in the end, it’s relationships, not just reach, that drive real brand success.