We’ve got good news and bad news. The good news is, there’s another social media platform you can use to help boost your brand. The bad news, there's another social media platform you can use to help boost your brand.

Mark Zuckerberg’s latest social media offering, Threads, is definitely something to get excited about. The only downside is, you might not have the time or resources to learn all the ins and outs. Luckily for you, we’ve done the hard part! Here’s everything you need to know about Threads (and why you should or shouldn’t be using it).

What is it?

Launched in July 2023, Instagram’s text-based offshoot takes heavy inspiration from Twitter (or X), but with a 500-character limit rather than the traditional 280. But the app’s algorithm isn't quite as advanced yet and, understandably, engagement levels are fluctuating.

Currently, your Threads account directly connects to your existing Instagram profile. But plans are set to expand the app’s compatibility with other platforms for a more seamless social media experience.

Why should you care?

As a business owner, you need to make sure every social media profile and trend are relevant to your brand and a worthwhile use of time. And while Threads has already made a splash, it doesn’t mean you can dive in without a second thought. Here are some things to consider…

User engagement

We already know that Threads had a huge launch, but these numbers don’t automatically translate to engagement. In fact, as of August 2023, the app’s active users have fallen by 81%, with only 8 million people logging in daily. That being said, things could change. It's still very new after all.

But despite less engagement, Threads’ algorithm does suggest new content in feeds. This could present a good opportunity to grow brand visibility.

European markets

Threads is currently unavailable in the EU. Sources also suggest that the app won't be available to those travelling in Europe, even if it’s already downloaded on their device. And while a good VPN may be able to solve this issue, Meta’s continued privacy crackdown could affect even the best VPN’s ability.

Industry shift

Threads presents the biggest industry shakeup since TikTok launched in 2016. Right now there's a huge hype around it's launch, because it's so new. So use this buzz. Post across your regular channels to get a sense of your followers’ thoughts and start using the Threads design template to share text-based content.

When sussing out what your followers think, ask yourself a few questions. What kind of content does your audience respond to? What flops? What does well? You can use this to guide your future content strategy.

Growing your audience

Conveniently, on Threads you’ll automatically follow anyone you’re already following on Instagram (and vice versa). But beyond this? It’s worth keeping in mind that you can only search other accounts by their exact username, and the platform doesn’t currently support hashtags, so this could make expanding your network quite time-consuming.

Assess the metrics

As with any new strategy, it could take a few months to see real change. So, give Threads the same courtesy – but down the line, if you’re still not seeing a significant difference in website traffic or user engagement, it might be time to change up your content or focus your energy on a different platform entirely.

Keep an eye on industry news

Meta is constantly rolling out updates for Threads, and new features could impact your marketing approach. Follow relevant people like Adam Mosseri and Mark Zuckerberg, and keep up with the latest tech news to hear about updates as they happen.

Never miss a stitch

If all of this Threads talk has you feeling frayed, we're here to help. Our Online Marketing Suite takes care of the grunt work so you can focus on the bigger picture. Track your metrics, stay on top of trends and master your ad campaigns all in one place.
Get in touch with our expert team to discover how we take the hard work out of digital marketing.