On July 5 2023, Instagram launched Threads. Threads is the latest social media platform that’s already gaining heavy traction. Since its launch nearly two months ago, the app has gained over 100 million registrants, and has many users migrating over to the app from X (formerly known as Twitter). Threads allows users to share text updates and join ongoing public conversations. The app also functions similarly to X and is seen as X’s direct competition.
Whenever a new social media platform appears, users, especially brands and creators, often wonder if they need to be on the new platform. Threads is no exception. As it continues to grow, there is already potential for Threads to become a flourishing part of your social media strategy.
At Coniferous Digital, people always ask us which platforms their business should be on. We decided to share some of our thoughts on Threads, what we think of the app, and if it may be beneficial to your online presence. Let’s dive in!
Being There Just To Be There
“Should I be on this platform?” is almost always the first question people will ask when they learn about a popular social media app. The short answer is “it depends”. Think about your goals, your commitment level, and what the platform expectations are. That’s just the starting point of determining if you should be on a social media platform. The problem is, many brands won’t ask themselves these questions and will sign up for something that they end up having no real use for at the end of the day.
Let’s reflect briefly on how businesses turned to Twitter in the previous decade. When Twitter was on the rise between 2009-2012, it felt for a moment like everybody who wanted to boost their online presence signed up for Twitter. Whether this was the average person, a small business, or a large company, the platform was booming.
The caveat for many of these users, however, was how using Twitter differed from using a site like Facebook. This is especially true for businesses. Twitter’s focus on conversation and even community required brands and creators to apply more personality and more engagement compared to a platform like Facebook. Even businesses who appeared to have a decent Facebook presence may not have had their approach translate as well on Twitter.
Fast forward to present day, and even reflecting on more recent years, many businesses on Twitter still seemed to be experiencing a struggle. It’s not uncommon to visit a business’ website, see social media icons on their page, and see a Twitter icon. Oftentimes, you’ll click on this icon and be directed to a profile that hasn’t been active in years.
Not only that, but the posts often display a lack of understanding of how to truly maximize the platform. In other words, you’d often see copy-pastes from Facebook that would link to that profile, or simply text posts that feel like an afterthought. Of course, this isn’t the case for all businesses, and many managed to make the platform work for them. But for others, the platform was ultimately abandoned after becoming a redundancy.
“Everybody else is using it” isn’t always a good reason to sign up for a social media platform, but it can be highly beneficial to learn its ins-and-outs and use them to your advantage. Otherwise, you don’t want to be stuck managing another profile that ends up getting neglected as time goes on.
Know Your Audience
While Threads experienced many users signing up within its first few days, a number of users have since dropped off completely. It should be acknowledged that some of the hype of Threads wore off quickly for some users. This can be for any reason ranging from users preferring to stay on X, or users just not finding any use for Threads.
The good news is that those who have stayed on app appear committed to growing with it. Users are still posting regularly, some establishing themselves within a niche and sparking daily discussions and sharing news.
Your Threads account is connected to your Instagram account, which means you can see which of your Instagram followers are using Threads as well. This can be a handy way to not only know which of your followers are already using Threads, but also the chance to manually check how many of said followers are still active on the site.
Even if you find that your most likely audience isn’t very active on the site, there is always a chance to be discovered in the app’s “For You” tab thanks to the algorithm. You can use this as an opportunity to find a community within your niche and build valuable connections in the long run.
Conversation and Community
Users coming from X / Twitter will already feel an air of familiarity in how Threads functions similarly. X and Threads are both focused on text. Media can be attached to posts where applicable, but the app has always best lent itself to short form, text-based content. This includes news and updates, to ongoing or live discussion of current events, or everyday conversation.
Let’s quickly use a brand such as Wendy’s as an example of an excellent Twitter / X strategy. They saw success in capturing audiences by providing a sense of personality and being in-the-know of what appeals to users. Not only that, but they also engage their followers in a way that ultimately speaks their language.
Compare their X presence to their Facebook presence, and you’ll notice a difference. The key here is that Wendy’s didn’t just execute a singular social media strategy, they simply split up the strategy to adapt to each platform.
Any conversational / communal app such as this requires another degree of commitment. This is the same as any other social media platform, but with its own strategy. If you are able to commit to regular posting, you’re likely to establish yourself as a trusted voice within these spaces. Those who feel that they can apply personality, start discussions, and share posts that are overall interesting and engaging, may find success in an app like Threads.
Bare Bones Features
Only a couple months post-launch, Threads still has some growing to do. If one were to compare features of X versus Threads, they might find that X is still capable of more than Threads. This includes features such as Lists, Bookmarks, Trending Topics, and more.
With this in mind, it’s still too early to discount Threads, as new features are constantly being rolled out. Experienced X users may still hold onto their X accounts for this reason before completely migrating to Threads.
On the other hand, some users prefer the more minimalist approach of the platform. The Threads experience is currently one that can be switched between users you follow, or users the algorithm thinks may interest you.
The main idea of having a space where users can share text posts and engage with like-minded people is what makes the platform what it is. If you can do without some extra bells and whistles for some time, you might enjoy what Threads has to offer.
Should I Use It?
Overall, Threads is very similar to Twitter / X in terms of platform expectations. If you have tried Twitter / X in the past and found it challenging to make sense for your brand, Threads may not be right for you. If you feel like you can commit to a personality-based, text-focused platform, then Threads might make sense in your digital strategy.
Even if you feel like it might not be right for you at the moment, it could become useful for you in the future. There are always ways to adapt. If you have a desire to get started on Threads and feel like you can make it work, you should give it a shot. You never know what successes may come from it!
In fact, Coniferous Digital is on Threads. Consider giving us a follow if you use the platform!
Need a hand with strategy?
If you think that Threads is right for you, but need some assistance with your strategy, we may be able to help! We want to meet with you to discuss how you would like to use the platform, and how it may align with your existing business and online goals. Book a free consultation with us today!