Firstly, what is Threads? Let’s be honest, Threads is Meta’s answer to Twitter. The features are extremely similar and the interface has the same feel. While many are disagreeing on whether or not this will vastly affect Twitter’s user numbers, you can’t argue it is a clever step for Meta in taking over of the world maintaining their position as a social media giant. By leveraging their existing user base, they’ve created a new destination for sharing short-form content.
The differences between the two platforms?
They are minor. Twitter is an independent platform, whereas Threads is linked to your Instagram account. Currently Threads is only available as an app, whereas Twitter also has a website version. Both platforms allow you to include images, videos and links within your post and have similar engagement features (the usual Like, Comment, Repost, Share options).
Can I advertise on Threads?
It’s important to note for brands, at its release, Threads has no ads. But we can expect this to change as time goes on. As with most of Meta’s products, your feed is powered by the algorithm so expect to see a mix of followed accounts and suggested content (unlike Twitter). As there are no ads, if you’re looking to leverage Threads early on it will need to be through native or organic reach. So be strategic, think about the seo of your content and make sure your posts are valuable and optimised to appear on the feeds of people with similar interests.
Are people actually using it?
Threads hit 30 million downloads in its first 24 hours. Getting people to download a brand new app is difficult but with Instagram’s mammoth user base, it is far simpler to gain traction.
Should your brand be on Threads?
The short answer is Yes. Any way you can engage with your audience directly and in an authentic way is an opportunity you shouldn’t miss. When users migrate to Threads they are given the option to follow the same Instagram accounts, so many of your followers will easily be able to see your content straight away. It’s also a great reason to get posting early. Many brands will claim their account but those who actually start speaking to their audience early have a better chance of being seen and engaged with while everyone is new on the platform.
Speaking of content, hopefully it goes without saying but DO NOT TRY TO SELL TO PEOPLE IN YOUR FIRST THREAD. Sorry, but seriously, don’t do it. As with all social media, you should be providing value to your followers, educating, and engaging them before you even think of pushing your product.
If you’re looking for inspiration for your first post, I would choose a topic that is relevant to your industry, maybe something you’ve posted about on Instagram that has been popular and come up with a unique way to work it into a post. Remember lots of your followers will come straight from Instagram so make it unique but still relevant to your world. Checkout some of your competitors and other favourite brands and see how they are getting started.
Remember this is a new platform for everyone – so get in there and start experimenting.