By Sam Gray, Digital Marketing Manager, Avocet Communications
Facebook and Instagram’s parent company has unveiled a new social platform called Threads, aiming to compete with Twitter.
With over five million sign-ups in just the first four hours after its launch, this platform has caught the attention of social marketers. Meta claims it to be the most rapidly downloaded app of all time. However, businesses and brands are taking a cautious approach to this platform.
Here’s a bit of background: Threads is a text-based conversation app designed by Meta to be a space where communities unite to discuss a wide range of topics. Users are utilizing the app to connect with like-minded individuals, share content, and engage with emerging trends.
Similar to Twitter, Threads features newsfeeds, heart-shaped symbols to express appreciation for content, and the ability to repost. Notably, retweets are now referred to as “reposts” and tweets as “threads” on this platform.
Threads allows posts of up to 500 characters (compared to Twitter’s 280), and users can share videos up to five minutes long. Additionally, posts can be shared as links on other platforms or directly on Instagram stories.
Perhaps not surprisingly, brands are currently divided between adapting to this new platform and cautiously observing its progress before fully engaging with it. Let’s examine the pros and cons of early adoption:
Pros:
- Fresh user experience and seamless integration with Instagram, providing ease and scalability.
- Emphasis on safety, positivity, and community-building.
- Brand exposure to users who may have yet to become familiar with the brand without incurring any costs.
- Being an early adopter and capitalizing on the trend before it becomes widely recognized.
- Businesses can experiment and evaluate the app’s impact on their operations.
- Potential for higher engagement compared to Twitter.
Cons:
- Rumors suggest that the app might lean towards specific political stances, potentially catering more to left-wing users while right-wing users remain on Twitter.
- The possibility of Threads failing as a platform.
- Threads is linked to Instagram, meaning that only the owner of an Instagram account can use it. Brands without an Instagram account would need to create one.
Taking that all into account, it’s clear that considering Threads for your brand or business warrants careful evaluation. At Avocet, we recommend aligning the benefits and capabilities of this app with your brand or business objectives. If they align positively, taking the opportunity to jump on the trend can be beneficial. However, if your brand doesn’t stand to gain leads or effectively reach your target market, it might be wiser to focus your time and effort on a platform where your target market is more active.
You can download the Threads app from the following link: Threads App
If you require assistance with launching Threads or creating a social media plan to connect with your target market, feel free to contact us today by visiting our website and using the contact form: Contact Us
