What is Threads and How Your Brand Can Activate on It
In a world where social media is continually evolving, the battle over text-based microblogging dominance has never been more pronounced.
Thanks to Instagram's newest platform, Threads; people, creators, and brands are afforded a fresh opportunity to connect with their audience in a more engaging, authentic, and brand-safe environment.
Becoming an early adopter of new platforms - especially one with 30 million downloads in the first 24 hours - is a sure-fire tactic for earning relevancy, particularly amongst innovative Gen Z and Millennial consumers.
What is Threads
In the rocky wake of Elon Musk's acquisition of Twitter; the entrepreneurial folks at Instagram/Meta were inspired to develop Threads, a platform designed to dethrone Twitter and -hopefully- provide a more hospitable environment for text-based social networking and open connection.
The app is technically titled ‘Threads, an Instagram app’ and it’s this connection to its parent company that has been instrumental in its ability to swiftly attract users. You must have an Instagram account to create a Threads profile - and are strongly encouraged to port over all existing IG connections to your new home. Also, your Threads username is identical to your Instagram handle, making brand recognition effortless.
Threads offers an aesthetically appealing, less cluttered user experience compared to Twitter. The platform currently doesn't have ads providing a purely organic opportunity.
Facts About Threads and How It Connects With Instagram
Users can post up to 500 characters and 10 photos and/or videos in a post on Threads
The platform provides a positive space for text-based conversations, news, and memes
It has a TikTok-like recommendation algorithm that presents content you may be interested in
When you create a Threads account you can automatically follow everyone you follow on Instagram with a single click
Celebrities, publications, and influencers were invited to the app first to generate conversations as new users flooded the platform on July 5 and 6
As of writing, the feed seems to be built on a recommendation matrix (ala TikTok) that shows you a mix of brand-new content from unknown creators, people you follow, and the people they engage with. It provides a new level of discoverability with fairly light-touch content – it’s easier to write short text-based content than to film and edit a 30-second video.
Most importantly, it is more inviting and brand-safe than Twitter is at the moment. Due to the Elon-ification of Twitter, the app has become a harsh landscape mired with distrust and misinformation. Threads give users and brands a safer place to play, largely free from political polarization and a misleading verification model.
Activating Your Brand on Threads
If you’re wondering how your brand can make the most of Threads, start by downloading the app and claiming your Threads account. Engage in the cultural conversation, write posts that encourage replies and engagement, and respond to posts by notable figures and other brands.
Remember, authenticity is key on Threads - particularly in these essential few days and weeks. Steer clear of overt product promotion and strive to blend in as a regular user to build brand love and engagement.
Brands making a splash on Threads include the usual suspects: Wendy’s, Duolingo, Spotify, McDonald’s, and Netflix.
Who are Threads’ Competitors?
The biggest competition Threads has is, of course, Twitter, though newcomers Bluesky and Mastodon are other apps that have been keenly striving to usurp Twitter.
While Threads is promising, Twitter has a deep-seated reputation for driving viral cultural conversations. If the shift from Twitter to Threads accelerates and Threads continues to add new features and optimize the user experience - we may see this shift.
How Does Threads Differ to Twitter?
Currently, Threads doesn't use hashtags or even allow users to search for specific text. Threads allows for more multimedia content, with up to 10 photos or videos in a single post. Also, posts can contain up to 500 characters, as compared to Twitter’s 280-character limit.
Threads doesn't currently support direct messaging, making it a less interactive platform for now - almost certainly this will be coming soon.
Takeaways
The digital landscape is constantly shifting, but with Instagram’s Threads, your brand has a unique opportunity to engage with audiences in a fresh and exciting way.
For early adopting marketers, this moment represents a unique opportunity to jump on a promising new platform - you might even transform your brand’s digital journey.
