And just like that- another social media platform has entered the chat. Instagram’s counterpart and Twitter’s rival, Threads, was released to the public on Wednesday. Literally overnight,
Threads gained over 10 million users (side note, were you one of them?)
Threads: What is it?
Threads is a new app built by Instagram for users to engage in conversation with text-based content. In simple terms, it’s basically Twitter. Or at least, what twitter was in its infancy. Signing up is easy because Threads is linked with your Instagram, so all you have to do is download the app and you’re ready to get that thread! Sorry- couldn’t resist.
The great thing about Threads, is that it represents a shift in social media. It’s taking us back to the early days of online interactions, before everything was an #ad. Platforms such as Instagram and TikTok are saturated with brands, advertisements, and sponsored posts. Threads, however, offers a refreshing alternative. It allows users to connect with each other in a lighthearted, unfiltered space.
How to Stand Out on Threads
So if you’re a brand, the big question is “What does this mean for my business?” If you’re a brand or business that’s wanting to establish a presence on Threads, it’s important to stand out amongst the crowd. Threads is not like Instagram; it’s a different beast. Brands must be willing to take a different approach, and showcase their personality by tapping into the humor and wit. If they use Threads the same way they use Insta or Facebook, they will fall off.
Leveraging Personality
It’s essential to move away from the one-size-fits-all approach seen on other channels. Regurgitating the same content across platforms will not resonate with users. Instead, embrace the opportunity to create tailored content that reflects the vibe of Threads.
Take Sticker Mule for example. They posted on Threads, “Anyone know how to buy followers?” In contrast, their Instagram remains a digital portfolio with posts of stickers, and their Facebook is simply posts of current deals. Unlike other platforms where a more polished and professional image may be the norm, Threads encourages brands to be more human, relatable, or even crass.
Threading a Community
Threads provides a platform for fostering genuine engagement and building online communities. If used correctly, businesses can create a sense of belonging and connection with their followers. Remember the lessons learned from Facebook and Instagram, where posting repetitive content across platforms led to a decline in user engagement. Why would people engage with you if you’re posting the same content on all platforms? (They won’t.)
Quality Over Quantity
Big brands will most likely be establishing social media teams solely dedicated to managing Threads accounts. If they want to be successful, the key lies in rethinking how they use the platform- they need a different strategy. Posting for the sake of posting won’t lead to meaningful engagement. Instead, focus on delivering content that resonates and sparks conversations. Threads is a platform that values quality interactions over quantity.
Embracing Threads
The fact is- Threads is not just another channel for promoting your brand. It’s a place to connect with your audience on a more informal level. By providing unique content specifically designed for Threads and Threads alone, you can gain the interest of your target audience. Brands need to focus on engagement, because that is the core of Threads- for now.
Of course, Threads will evolve overtime. Mosseri has already hinted at features to come, such as messaging and hashtags. For the time being, focus on showcasing your brand’s personality. Have fun with it! Say a dad joke or two. Just remember, it’s not about regurgitating the same content seen on other platforms- please don’t do that. Take a tailored approach. Embrace Threads for what it is and its unique qualities.