Exploring Threads: Opportunities for Businesses

In the ever-evolving landscape of social media platforms, a new player has emerged to captivate users and marketers alike. Threads, a text-based app developed by META (the parent company of Facebook, Instagram, and WhatsApp), is making waves as a potential game-changer. This article delves into the key features of Threads and examines the opportunities it presents for businesses seeking to expand their reach and engage with their audience in innovative ways.

What is Threads?

Threads is META’s response to the decline of Twitter and aims to provide a fresh social media experience. Boasting 100 million signups in a very short time, the platform allows users to post text-based captions along with imagery and video content. By blending simplicity and multimedia, Threads seeks to capture the attention of digital-savvy users looking for a new way to connect and share.

Threads Tips for Marketers from Next Chapter

Hashtags are redundant

Unlike other social media platforms, Threads does not rely on hashtags for content discovery and exposure. Therefore, marketers need to focus on crafting compelling captions and visual content to captivate their audience without relying on traditional hashtag strategies.

People-focused exploration

Threads prioritises a more intimate user experience by eliminating an algorithmic-driven content feed. Users are required to search for specific individuals rather than relying on the platform to curate content from unknown sources. This presents both a challenge and an opportunity for businesses, as they need to leverage their existing follower base on Instagram to gain visibility on Threads.

Seamless integration with Instagram

Threads requires users to have an Instagram account, and followers are imported from the Instagram platform. By following the same users on both platforms, marketers can extend their reach to their Instagram followers who might have previously missed their content. This synchronisation between Instagram and Threads creates an opportunity for businesses to engage with a broader audience that may be more receptive to their messaging.

No sponsored posts or ads (for now)

Currently, Threads does not support advertising or sponsored posts, and META has stated that it is not part of their immediate roadmap . However, this does not rule out the possibility of future ad placements. A strong organic profile will give you the best opportunities if (and probably when) ads are implemented in the future. Marketers should keep an eye on META’s developments and be prepared to leverage potential advertising opportunities as they emerge.

What people have to say about Threads so far

Daniel Swepson, Head of Marketing at Next Chapter’s thoughts:

“While Threads may not be the ideal platform for every business or brand, it presents unique opportunities for those seeking to maximise their reach on Instagram. By tapping into a previously under-utilised segment of their followers, businesses can potentially increase engagement and visibility. Considering the alignment of their target audience and the nature of their content, marketers should evaluate whether investing time and resources into adding Threads to their content plan is a viable strategy.”

Jack Olrod, Senior SEO & Content Manager at Next Chapter’s thoughts:

“Do we really need another social media account? My concern is that we already have a lot of social media platforms, especially one that does the same as Threads. From experience, Meta management isn’t the easiest centre to use and therefore feel as though META should have developed their management centre to a stronger standard before bringing out a new platform. I do however think it presents a great opportunity for companies to boost their brand awareness, and I’m interesting to see how the new platform develops. It’s always exciting as a marketer when you get a new platform to try out. “

Annabel Lister, Account Executive at Gartnersays:

“It just looks like Twitter and it’s confusing.”

Nisha Mistry, Head of Marketing at Dentonsays:

“We don’t currently use it for business marketing as we have a Twitter account which is basically the same thing, and we already have a following. But, if we notice more people within the industry use it, it may be a platform to explore.  Personally, I don’t use it either, as again I use Twitter, and have not been hit with the tweet limit. I don’t like that if you decide you don’t want to use the app that you have to delete your IG too. I also feel like I would get bored of the people that I follow on IG if they started “threading” as it would be nonsense. I follow different people on Twitter than I do IG for the different uses of the platform so I wouldn’t want to know what my IG followers have to say. Not in a mean way… just different crowds for different social platforms.”

Imogen Morrison, Public Relations Assistant at Rein4nce Ltd:

“My initial thoughts are that I don’t understand the need for it. I haven’t used it at all and I saw that if you deleted it, it permanently deletes your Instagram as well which I don’t want.”

Alisia Horwood, Senior PR Specialist:

“My understanding is that it’s temporary. Something to do with data scraping. I’ve heard people say it feels like a big group chat which sounds fun.”

Threads, the next step in social marketing?

Here at Next Chapter, we believe marketers should take note of the new platform’s distinguishing features, such as the absence of hashtags, people-focused exploration, seamless integration with Instagram, and the potential for future advertising opportunities. By assessing their specific business needs and target audience, businesses can determine whether Threads is a valuable addition to their digital marketing efforts and existing strategies. So, why not give it a try and see if it can boost your brand awareness and help you reach a refreshed and actively engaged user base.

Be sure to keep an eye out on our marketing insights pagefor the latest news on Threads and all other areas of social media marketing.