Threads custom likes: what brands can test now

Threads custom likes let an account show a personalized image or animation when someone likes its posts. The option is being tested with selected users in markets including South Korea, and the reaction is tied to the profile rather than configured separately for every post.

Can a brand choose a different reaction for each post?

Not in the version described by Social Media Today on October 29, 2026. The report says users can attach a personalized reaction, such as an emoji, sticker or GIF, that is shown to people who like their updates. The setting belongs to the user's profile, so it does not provide a unique reaction for each individual post.

That distinction affects creative planning. An image designed around a single product announcement may be less appropriate for other subjects covered by the same account. A brand considering the option should therefore think about the account's broader voice and current activity, rather than treating it as another element in a single post template. This is our interpretation of the reported profile-level design.

Is the feature available to all users in South Korea?

No general release is established by the report. Threads chief Connor Hayes said the option was being tested with selected users in South Korea, Brazil and Indonesia. Being located in one of those markets does not, by itself, establish that an account has access.

Question	Scope described in the report
When does it appear?	When someone taps like on an account's update
What can it display?	A personalized image or animation
Where is it configured?	At the profile level rather than for each post
Who is in the test?	Selected users in South Korea, Brazil and Indonesia

The source suggests seasonal expressions, major events and new products as possible uses. It also discusses the possibility that people may like posts to discover another user's chosen reaction. Those are potential applications, not measured outcomes: the report does not provide evidence of a lift in likes, visits or purchases.

Takeaways for marketers

We read this as a small opportunity to express a brand's personality at the moment of interaction. It is not a replacement for a useful post or a reason to redesign a content calendar around an experimental setting. Because the reaction follows the profile, an expression that works across multiple topics is a sensible starting point.

For an account that has access, our suggested approach is to decide what the image communicates, how long it should remain in use and what should replace it when the associated campaign ends. This makes a temporary visual choice part of an ordinary content workflow rather than an abandoned decoration.

Teams that observe response levels should also avoid assigning every change to the reaction itself. Different topics and posting times can make simple before-and-after comparisons difficult to interpret. The useful question at this stage is whether the expression feels appropriate and consistent across the account's posts, while any performance claim needs its own evidence. Explore social content planning through our Services.

Source: Social Media Today's report on Threads custom like buttons, published October 29, 2026.