Cracking the Code of Word-of-Mouth Marketing on Threads: Netflix and Hachiyo Tea

In today’s evolving social media landscape, the way brands interact with consumers is changing rapidly. Threads offers a new opportunity for brands to form deeper connections with their audiences. Through strategic content, authentic dialogue, and efficient word-of-mouth marketing, many brands have found success on Threads, not only strengthening brand awareness and image, but also building long-term loyalty.

This article will explore how brands like Netflix and Hachiyo Tea have mastered the art of word-of-mouth on Threads and how you can apply similar strategies to elevate your own brand presence.

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Behind the Strategies: Netflix and Hachiyo Tea on Threads

‍Netflix, as one of the world’s leading streaming platforms, naturally draws attention from a wide audience. But beyond its built-in advantages, it also knows how to leverage the platform’s dynamics to engage its community. Another standout on Threads is Hachiyo Tea, a local beverage chain that has gained widespread popularity through its clever brand voice and active engagement.

Let’s break down the key strategies behind their success.

1. Defining a Clear and Distinct Brand Persona

Netflix’s image is deeply tied to pop culture, and it takes full advantage of its rich content library. By sharing clips, behind-the-scenes moments, and opening discussions around trending shows, Netflix keeps its content fresh and timely. Its use of humor, cultural references, and quick replies to comments fosters a lively, relatable presence that encourages users to participate.
Hachiyo Tea, on the other hand, positions itself as a friendly and down-to-earth brand. Their social media manager plays the role of a quirky character named “曜頭” (Yao-tou), shedding the formal tone typical of corporate accounts. By sharing behind-the-scenes moments and actively replying to comments, Hachiyo builds an approachable image that resonates strongly with younger audiences.

2. Creative Content and High Engagement

Netflix excels at riding trends and blending them with its own content. Whether it’s memes, punchy quotes, or engaging polls, the brand turns shows and characters into interactive content that feels almost lifelike. These tactics encourage users to interact, discuss, and even imagine themselves as part of the story.
Hachiyo Tea brings similar creativity to Threads. Its brand character frequently browses the platform, jumps into conversations, and replies in a witty, human-like tone. This level of interaction nurtures a sense of community, transforming customers into active participants rather than passive followers.

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3. Leveraging UGC to Spark Word-of-Mouth

Once brand personality and content visibility are established, both Netflix and Hachiyo Tea turn to user-generated content (UGC) to deepen engagement.

Netflix encourages fans to create memes, share thoughts, and post commentary related to its shows. These organic discussions amplify brand presence without the need for constant self-promotion.
Hachiyo Tea also invites its audience to share posts featuring the brand, their drinks, or fun moments.

By commenting on and reposting UGC, the brand not only increases visibility but also creates a two-way relationship with customers. The approachable tone makes users feel close to the brand, reinforcing loyalty and recognition.

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Why Threads Is a Critical Channel for Word-of-Mouth Marketing

Word-of-mouth plays a crucial role in building trust and driving purchases. Consumers are far more likely to trust recommendations from peers than direct advertising. A satisfied customer not only returns but becomes a brand advocate, creating a positive cycle of engagement and visibility.

Threads, as a growing platform, offers a valuable space to engage new audiences and reinforce brand presence. It also gives brands the opportunity to quickly respond to negative feedback, protect their reputation, and monitor public sentiment in real time. This feedback loop helps brands improve and stay aligned with audience expectations.

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At Bespo Marketing, we help brands build and execute effective word-of-mouth strategies tailored to platforms like Threads. From market differentiation to long-term brand value, a well-executed word-of-mouth strategy can unlock meaningful growth and competitive advantage.

Cracking the Code of Word-of-Mouth Marketing on Threads: Netflix and Hachiyo Tea

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