Threads by Meta just launched and is already catching on. Labeled the “Twitter Killer,” the platform is a straightforward text-based layout that lets people compose and share messages in real time. Users can engage with the posts they see by liking, replying, sharing posts and sending direct messages.
Many tech companies have taken a shot at capitalizing on Twitter’s rocky road in the past few months, but Threads has a leg up with the backing of Meta’s funding and already extremely active two-billion monthly users around the world.
The ultimate goal of Meta is to have Threads be utilized across multiple apps or the “Fediverse.” Essentially it wants to take over messaging and make it easier to communicate across apps while the Metaverse grows. This way, if someone gets a lot of followers on Threads, they could take them to other platforms for other content sharing (think a TikTok influencer wanting to make content on say, Lemon8, they could just migrate their followers there with Threads).
How to approach Threads as a brand:
- Ask if This Platform Will Help Achieve Brand Goals: Not everyone needs another platform to keep up. If your brand is a visual, compelling, story-telling brand, then maybe you don’t need to have conversations on another platform right away. As your Threads account is tied to your existing Instagram account, the risk of another user grabbing your desired handle is nonexistent, giving brands additional time to assess their involvement on the platform. If you want to jump in now, have a plan on who will run it, or do research on it without putting to much out there at first. These platforms evolve quickly, and this is just stage one.
- Community and Conversation Will be Key: Meta thrives on community engagement and pushes it in its algorithm. Brands should approach this platform like they do Twitter, with engagement with their community in mind.
- Focus on Authenticity: Threads by Meta users value authenticity and transparency. Instead of solely promoting your products or services, prioritize building relationships and fostering trust. Be real, be a person, ensure your messages align with your values and understand that platforms like these are conversational, not transactional. People smell a corporate feel a mile away and these platforms want that less and less.
- Different Content Approach: Scheduling “threads” won’t be a good use of this platform. This is one for active participation, so the lift shouldn’t be as planned as other platforms. Think of it like walking into a circle of people and starting a conversation. You can have some ideas in mind, but you don’t want to script it, you want to engage.
- Test and Test More: See what people respond to, see what the platform gravitates towards. Test different messages and find your rhythm.
- Stay Up-to-Date with Platform Changes: Threads, like any social media platform, will undergo regular updates and changes. Stay informed about new features, policies, and best practices and adapt on the go. This world of media is ever-changing and will continue to evolve, and brands will have to evolve with it.
- Manning the Ship: Lastly, think about how you’re going to staff it, if you are. These platforms are for authentic people-first content, so realize that putting a calendar together can do the bare min, but the platform will take effort and regular commitment to make it successful. It isn’t a box to check, it’s a universe to enter into, so ensure you understand why you want to enter it in the first place, and how you are going to keep it up (authentically).
