Instagram, Facebook, TikTok, X (formerly Twitter), LinkedIn, YouTube, Pinterest, and now Threads? The social media landscape is always changing, but one thing’s for sure: You must be online for your customers to find you these days. With new options popping up overnight, how do you decide on a social media strategy for your brand — and where should you begin focusing your efforts?
With the recent introduction of Threads, a microblogging app from Meta similar to X, you might be thinking it’s time to add another platform to your social strategy (especially when 44 million users signed up just after launch). Before you jump in with both feet, it’s important to consider the day-to-day implications and involvement needed to successfully manage a Threads account for your brand.
On a platform like Threads, community engagement is the name of the game. You’re not going to be carrying on conversations for long periods; rather, you’ll be responding quickly to other users’ commentary and questions. You’ll also be responsible for chiming in on threads from other thought leaders and contributors in your competitive space. Additionally, a successful Threads presence requires new content to be added fairly regularly, so you might need to create long-form pieces to direct to if you don’t already have a lot of material ready to go.
Social platforms are always changing, but at the time of writing this article, Threads users have already discovered a few limitations that could create cause for concern — especially when it comes to managing your account behind the scenes. The first major constraint is Threads’ current unavailability on desktop. This can be tricky for brands and companies because it might require providing employees access to Instagram and corporate accounts on their personal phones. Another limitation is that because there aren’t any third-party platforms yet connected to Threads, all posting needs to be done in real time. Currently, there also aren’t metrics associated with Threads, making it hard to quantify the value it brings to your brand. Lastly, let’s not forget that because Threads is associated with an Instagram account, you can deactivate it but not delete it without also deleting your Instagram account.
Of course, everyone wants to be the first, whether that means a true first place or being an early adopter to the trendy new Threads. Threads saw a massive jump in user sign-ups when it launched, making it tempting to do the same. But since its initial June release, the platform has seen a steady decline in users, average time on the app, and times opened daily. Before rushing to create a corporate account for your brand, it might be wise to test out new platforms with a personal account to help gauge how you’ll truly incorporate it into your social strategy.
Ultimately, with new apps and platforms, it’s important to keep an eye on them as they develop and consider different use cases. Meta has released statements that their priority now is user retention, and they’ve had plenty of input over the past few weeks on where to focus their efforts. It will be critical in the coming months to keep an eye on how things develop further and determine where Threads can fit into your marketing plan in the future.
Interests vs. Real Time
Popular apps like X utilize a reverse chronological feed — a key feature that has allowed the platform to become a go-to source of current events, news, and trending topics delivered to users in real time. Threads, however, showcases a feed based on users’ algorithmic preferences. While some might find this more inviting based on topics they’re interested in, there’s a large majority that find this feature less endearing and more distracting as it can become filled with brands and influencers they don’t personally follow.
Brand and Influencer Interaction
One last limitation of Threads’ text-based platform is the rise of video content. Overwhelmingly, users want to hear from and engage with their favorite content creators in short-form video, not through a short paragraph. As a result, time and resources are typically better spent targeting audiences and developing content for these visual mediums. Unless your brand benefits from quick sound bites of information or robust, relational conversations, we recommend focusing on platforms such as TikTok, YouTube Shorts, or Reels as a way to reach your audience before jumping into Threads.