Vladyslav Gargun, a marketing expert specializing in high-competition environments, explains how to adapt this new platform to serve your business goals.
In July, Meta introduced Threads — a text-based social network integrated with Instagram. Within just five days, the app gained over 100 million users, making it the fastest-growing platform in history. But just a month later, engagement plummeted, and businesses began asking the obvious question: Is it worth investing time and budget into this new platform?
Vladyslav Gargun, one of the leading marketing experts in Eastern Europe and Central Asia, offers his insights. These regions are known for their intense competition for user attention and some of the strictest standards for online advertising quality. With deep experience in launching highly effective campaigns with minimal investment and maximum return, Vladyslav shares practical strategies for how brands can work with Threads without wasting valuable resources.
Timing Your Entry
In 2023, digital competition surged: ad costs, lead prices, and traffic expenses are all on the rise, while users' attention is increasingly fragmented across countless apps and content streams. Threads, however, is still a relatively fresh platform, where the competition for attention isn't as fierce — at least for now.
According to Gargun, the winners today are the companies that can quickly test hypotheses and adapt their strategy based on real-time audience feedback.
“You can’t afford to wait months to validate an idea. The market changes daily. Test immediately — short posts, polls, interactive formats. If you see a response, scale it. If not, adjust,” emphasizes Gargun.
Based on his experience in hyper-competitive niches, he recommends starting with micro-tests — short surveys and feedback forms — and carefully tracking user reactions. This method has allowed him to attract large audiences at a cost of under $1 per lead. For example, with an initial investment of just $380, he was able to generate over 3,000 potential clients — 220% higher than the industry average.
Gargun argues that fast experimentation and flexible campaign optimization deliver real results — even with tight budgets. A key feature of his methodology is that it empowers small and medium-sized businesses to compete with larger corporations without sacrificing efficiency. Marketers across the region are already adopting his approach, a testament to its practical value and unique effectiveness.
Content That Works on Threads
The launch of Threads brought many questions for brands: How can we use this platform for marketing? What kind of content should we post? How do we build strategy and drive engagement?
While many are still looking for answers, Vladyslav Gargun shares hands-on recommendations to help businesses engage effectively without wasting time or money.
First and foremost, he advises blending value and engagement:
“Threads favors authentic, human formats. Share insights, showcase real case studies, tell stories about your team and your customers. And above all — don’t just broadcast into the void. Reply to comments, ask questions, start conversations. That works far better than standard ads,” says Gargun.
He stresses that it’s not enough to just publish posts — you have to observe how your audience responds, join conversations, and initiate dialogue. This agile approach helps brands adapt to user interests and improve communication efficiency, even while the platform is still finding its place in the social media landscape.
Looking Ahead
Threads is unlikely to replace giants like Instagram or X (formerly Twitter), but it has already shown its potential to carve out a niche. For brands, it's not a direct alternative but an additional, more informal, interactive space to connect with audiences.
That’s why marketers are calling Threads a “window of opportunity.” Right now, competition is still relatively low, and the rules of engagement are still being written.
International trends show that early adopters of new platforms gain a major advantage — not just because of lower ad costs, but also due to the perception of being a pioneer, someone who sets the trend. We've seen this effect before — with TikTok, with Telegram channels, and even with the first business pages on Instagram. The same is happening now with Threads.
It’s also worth noting that Gargun’s advice isn’t just relevant for Eastern Europe and Central Asia. His digital marketing strategies are universal, used by international teams working across global platforms. His work is helping shape modern practices in online marketing far beyond local markets.
“2023 showed us that brands who boldly explore new platforms first gain the upper hand — in reach, loyalty, and lead quality. If you want to stay relevant in 2024–2025, don’t be afraid to experiment. But remember — content must be not just beautiful, but useful,” Gargun concludes.
