The Assumption Worth Questioning
Video gets a genuine algorithmic boost on Instagram, TikTok, and YouTube. It is a reasonable assumption that the same logic applies to Threads. It does not, at least not to the same degree, and treating Threads like a video-first platform can actively work against you.
What Threads' Format Boost Actually Looks Like
Threads does give posts with media u2014 images or video u2014 a modest distribution bump over plain text, largely because media slows the scroll and increases dwell time, which the algorithm reads as a mild quality signal. But this boost is much smaller than the equivalent boost on Instagram Reels, and it applies almost equally to a strong image as it does to video. Video does not have a meaningfully larger boost than a well-chosen still image on Threads specifically.
Why Text Still Wins on Threads
The core Threads ranking signals u2014 reply rate, hook strength, and specificity u2014 are text-driven mechanics. A sharp, specific text post that invites a reply will consistently outperform a polished video that people watch passively and do not comment on, because passive watch time is not a strong Threads ranking signal the way it is on video-native platforms.
When Video Genuinely Helps
Video does add value on Threads in specific cases: demonstrating a physical process, showing your face to build parasocial trust early in an account's life, or repurposing a clip that already performed well on Instagram or TikTok. It is a supplement to a text-first strategy, not a replacement for one.
The Practical Recommendation
Do not shift your primary content strategy to video on Threads expecting an Instagram-style reach multiplier. Keep text as your primary format, use images or short video selectively when they genuinely add something a text post cannot, and measure by reply rate rather than watch time when evaluating whether a video post was worth the extra production effort.
MomentumHive's analytics let you compare reply rate across your text, image, and video posts directly, so you can see what is actually working for your specific account instead of assuming based on other platforms' rules.