Unraveling Threads
Threads came in like a wrecking ball at the beginning of July. Like any good marketing team, we found ourselves jumping on the bandwagon. We signed up to be a part of the latest social media platform sure to take the world by storm. We have to keep up with all things social media after all. We were definitely not alone; according to META, within seven hours of its launch, 10 million people joined the social media app, making it the most downloaded non-game app on a launch day in the last 10 years. As a matter of fact, our team downloaded Threads without reading or understanding the fine print. Like most users, we found out the hard way that Threads is permanently connected to your Instagram and can only be removed from your account by forgoing the app itself. However, we are not here to talk about the intricacies of Threads, but rather if there are benefits to having an account and whether it can serve your purpose to market your products or services.
Since Threads inception, many have debated whether it would replace X formerly known as Twitter. What’s the difference between the two? Our team did the research to better understand the platform. We explore the pros and cons of Threads and give you our opinion on whether or not it can help better position your brand’s expansion.
As with anything, Threads presents some benefits and limitations. Some of the pros we found: It offers a personal connection and more informal way to communicate with the public, allowing individuals to craft content that resonates on a deeper, more relatable level. This informal vibe encourages a sense of closeness and authenticity, forging genuine connections among users.
Threads offers immediate engagement with minimal effort. The platform's design encourages swift interactions, permitting users to effortlessly connect with their followers without extensive effort or planning. Threads also serves as a conducive space for initiating open-ended discussions and conversations with a target audience. This feature proves valuable for engaging followers, sparking meaningful dialogues, and understanding their perspectives, thereby fostering a sense of community and engagement.
Despite its appeal, Threads faces the challenge of being in a competitive space for growth. Most of its popular content is replicated from established platforms, making it a challenging environment for new entrants seeking expansion or visibility. Threads' integration with Instagram could also pose a problem. Any issues with a Threads account could echo onto its linked Instagram profile, leading to complications.
Moreover, the platform's algorithm, while initially engaging, restricts organic growth by limiting content visibility based on predefined preferences and search patterns. This means, your potential audience may not come across your content unless they have already sought out certain topics on Threads. This can also mean your digital media will get easily lost in the sea of other content.
The platform's future remains uncertain, particularly concerning its role in business promotion. It's yet to be determined if Threads will sustain itself in the long run or be overshadowed by dominant apps like X.
An August article in Time magazine, went as far as to say Threads is already fading away. The article sourced digital intelligence platform, Similarweb, saying for instance, Android users peaked around 50 million daily at Threads inception, but have steadily declined, hovering around 10 million daily now. That’s a tenth of X’s usership. In addition, the article cites that many celebrities and regular users are no longer posting on the app. Some other things to consider:
Threads does not have a direct messaging feature, X does.
X is an independent app, Threads is tightly integrated into Instagram.
X has a strong hashtag presence, allowing users to search for specific topics and current issues, where Threads does not.
This obscurity of Threads makes it challenging for businesses to invest resources and efforts in the platform. Threads distinguishes itself as a laidback and informal social space, nurturing personal connections and immediate engagement. However, its limitations regarding growth, algorithmic constraints, and uncertain future in the competitive social media landscape warrant caution for those considering heavy investment or reliance on the platform.
If you need help navigating Threads or creating a social media strategy for your business, connect with ReBirth Marketing and Consulting.
Written By: Valerie Wilson
