Why We Ditched Threads After 6 Weeks

4 July 2025

Digital Strategy

Introducing the blog: Choosing the right social platforms for digital comms. We wouldn't tell our clients to stick with a comms channel that drains them, so we're taking our own advice. 3 minute read.

…and what it taught us about ethical digital choices

Let’s just say it plainly: we gave Threads a go. We tried. We posted, we tested, we even made it look cute.

And then we quietly… left.

Here’s why — and why that decision says a lot about how we approach digital communications (and what we think your organisation deserves too).

TLDR; Why We Stepped Away from Threads

Pooka tested Threads as part of our digital comms strategy, but found it wasn’t the right fit for our audiences.
Engagement was low, reach was limited, and our communities were more active elsewhere.
For us, it proved more valuable to focus time and energy on platforms where charities and third-sector teams actually are.
The decision wasn’t about the platform failing — it was about making conscious, human-first choices in our digital strategy.

1. Our Audience Wasn’t There

We work with comms folk in charities, cultural orgs and the public sector. Thoughtful, time-stretched humans who are already juggling Facebook, Instagram, X, LinkedIn, newsletters, websites, and a grant application or three. They’re not on Threads. They weren’t looking for us there.
And they weren’t looking for each other either — which meant no real conversations, no real community, and very little return for the time we put in.

2. The Content? Awful.

(We said what we said.)

The overall vibe? A strange, algorithmically anxious mix of lifestyle influencer content, Elon Musk bashing (we’re observing, not taking a stand), and recycled tweets from accounts we didn’t follow.

We saw a handful of great thinkers — but most of the timeline felt like a spam sandwich with the crusts cut off. And when a platform doesn’t feel good to be on? That’s our cue to hop out.

3. The Engagement Was Non-Existent

We’re not talking about viral numbers here — we’re talking about connection. Dialogue. Reach that makes sense.

On Threads, we saw:

– Low impressions
– No interaction from our target audience
– Little to no organic visibility unless we followed hundreds of people we didn’t know

That’s not community-building. That’s yelling into the void with great branding.

4. The Algorithm Was All Wrong

Meta’s algorithm on Threads prioritises content it thinks you might want, not who you’ve chosen to follow.

That might work for fashion or sports updates — but for digital communications professionals trying to build trust and thought leadership, it’s a dead end.

And let’s be honest: when the algorithm is a mystery box (and not a delightful one), ethical comms gets harder.

If your best content is buried under lifestyle bait and rage posts, what message is the platform really sending?

5. We Didn’t Enjoy Being There

This one matters more than most people admit.

Ethical digital choices aren’t just about accessibility or privacy (though those are vital). They’re also about time, energy, and joy.

We wouldn’t tell our clients to stick with a comms channel that drains them — so we’re taking our own advice.

If it doesn’t feel good, doesn’t do good, and doesn’t serve the people we care about? That’s a no from us.

So What Now?

We’re not saying Threads is bad for everyone. But for us — and more importantly, for the communities we care about — it simply wasn’t a fit.

Our advice?

👉 Don’t force it.
👉 Focus your efforts where your people already are.
👉 Choose platforms that feel like a natural extension of your voice and values.

Because ethical digital comms isn’t about being everywhere.
It’s about being effective, present, and proud of how you show up.

🐇 Pooka says: “If the platform makes you sigh before you post… maybe it’s not the one.”

We’ll be hopping off Threads for good on 11th July—after one last post and a farewell in this blog. It’s been a short but curious adventure.

Want help building a digital comms strategy that feels right?

Book a discovery call with us — we’re here to help you simplify, streamline and show up well (and yes, we’ll happily bin a platform or two together).

FAQs: Questions About Leaving Threads

Why did Pooka stop using Threads?

Because it didn’t deliver value for our audiences. We found better engagement on LinkedIn, Instagram, and other platforms more relevant to charities and third-sector organisations.

Does this mean Threads isn’t useful at all?

Not necessarily — it just wasn’t the right fit for our goals or community. Other organisations might find it useful, but for us, the return on effort wasn’t there.

What’s the bigger lesson here?

That digital strategy should always be intentional and human-first. It’s better to focus on fewer platforms that work well for your community than to spread yourself too thin.