Why is a brand reaching out to me if I am not in a campaign with them?

With Threads, brands will be able to reach out to our creator community to message on a one-to-one basis. This new form of connecting brands and creators will help facilitate ongoing relationships and provides an opportunity for smaller scale or one-off collaborations. Think of this as a more streamlined campaign, occurring entirely in the thread of a message. We built this feature with flexibility in mind so brands and creator can share work in progress content, final files or any other assets that are needed to collaborate. This will also give brands and creators the opportunity to have a place for creative ideation or communication before engaging in a regular campaign, or work one-to-one with individuals for quick and efficient turn around times for campaigns.