Threads
Meta's text-first network. API-only publishing, reply chains, and the format that still gets disproportionate reach.
Threads is the youngest network we support and the one with the most open ceiling for new accounts in mid-2026. Posts publish through Meta's official Threads API.
What you can post
| Type | Supported | Notes |
|---|---|---|
| Text post | ✓ | Up to 500 characters |
| Single image | ✓ | JPG / PNG, up to 8 MB |
| Carousel | ✓ | 2-20 items, mixed image / video |
| Video | ✓ | MP4, up to 100 MB, 5 min |
| Reply chain | ✓ | Up to 10 deep |
| Quote-post | — | API doesn't expose quoting |
| Poll | — | App-only |
Caption rules
- Max length: 500 characters
- @-mentions resolve against the connected Instagram account's Threads handle (same handle on both networks by default)
- One topic tag (
#tag) per post — Threads only counts the first hashtag as a topic; the rest are plain text
Reply chains
Threads' killer feature is the reply chain — a tweet-storm equivalent where each post is a reply to the previous one. Post Mate supports scheduling these as a single chain:
- In the editor, click Add reply to chain a follow-up.
- Each reply gets its own scheduled fire time (defaulting to right after the parent).
- Maximum 10 replies in a chain. Threads' API throttles longer chains.
Media specs
- Image: JPG, PNG, WebP. Up to 8 MB. Recommended 1080×1080 or 4:5 ratio for the best feed display.
- Video: MP4 H.264, up to 100 MB, 5 minutes. Vertical 9:16 recommended.
Per-post settings we expose
- Reply control — Anyone, Mentioned only, or Followed only.
- Topic tag — Threads' equivalent of a primary hashtag. Optional; selecting one categorises the post in Threads' Topic feed.
Why Threads is worth scheduling
Threads has the highest reach-per-follower of any platform we publish to. A 200-follower Threads account can reliably hit 10-30k impressions on a strong post — a ratio that hasn't existed on X or Instagram in years.
We expect that to narrow as the platform matures. Until it does, a few hours a week on Threads is mathematically the cheapest place to grow a real audience.
Common rejection reasons
media_pull_failed— Meta couldn't download the media from our staging URL. Usually transient; we auto-retry once.Invalid token— the connected Instagram OAuth token has expired. Reconnect.Topic tag not allowed— the topic tag isn't in Meta's approved list. Drop it or pick a different one.