Should Threads Be Used for Social Media Marketing?

Should Threads Be Used for Social Media Marketing?

With Meta’s launch of Threads in July 2023, the digital world saw the introduction of a text-based alternative to Instagram. Over a year later, the debate continues: Should brands leverage Threads for social media marketing? When the app first hit the scene, discussions buzzed across social channels, comparing it to Twitter (now rebranded as X), wondering if Threads would be a formidable competitor or just another short-lived experiment in the crowded world of social platforms.

But, as it stands today, Threads has managed to create a unique space, appealing to users who are more interested in community-driven conversations than flashy visuals. So, does this platform offer marketing potential, or is it just noise? Let’s break it down and see how Threads stacks up for brands.

What is Threads?

Threads is Meta’s attempt to tap into the realm of text-based interactions, offering a conversational space where users can post short messages and engage in threads of dialogue, much like Twitter but with a distinct Meta twist. While Instagram thrives on visuals, Threads places the focus on the written word, creating a more conversational and real-time social experience.

Integrated with Instagram, Threads allows users to carry over their follower base from the photo-sharing app, but it fosters a different kind of interaction — one that’s rawer, quicker, and less filtered. It’s designed for community discussions, trending conversations, and, of course, brands that want to foster direct communication with their audiences.

The Rise of Threads: A Response to X?

With X undergoing significant changes – from Elon Musk’s takeover to the platform’s rebranding – many Twitter users found themselves disillusioned. The restrictive algorithms and new content limitations created a vacuum that Meta was eager to fill. Enter Threads. Meta seized the moment by introducing a text-first platform, reminiscent of the old Twitter but seamlessly connected to the Instagram ecosystem.

For marketers, this was an enticing prospect. Could Threads become the next real-time engagement tool? A platform that allows for unfiltered conversations without the high production demands of Instagram or TikTok? Brands were curious, and the first year gave them plenty to think about.

Why Threads Could Be Used for Social Media Marketing

1. Authentic, Direct Conversations

Unlike its more visual sibling, Instagram, Threads strips down social interaction to its core. No glossy images, no perfectly curated grids — just words. And in a world where audiences crave authenticity, this is a goldmine for marketers. Brands can speak directly to their followers, engaging in unfiltered discussions, responding quickly to questions, and addressing concerns without the pressure of polished perfection. It allows brands to be more conversational, more human.

2. Real-Time Relevance

Much like X’s original appeal, Threads thrives on immediacy. Marketers can jump into trending conversations, share insights on current events, and respond to their audience in real time. This kind of agility is a massive advantage for industries that rely on staying relevant to trending topics, such as fashion, entertainment, and tech. The platform’s text-based focus also allows for rapid content creation, without needing to invest in time-consuming visuals or video.

3. Cross-Platform Synergy

Threads and Instagram work hand-in-hand. With a simple integration, your Instagram followers can transition smoothly to Threads, giving your brand a head start in building a presence. By complementing Instagram’s visual storytelling with Threads’ text-driven conversations, marketers can create richer, more layered campaigns that engage audiences in multiple ways.

For example, a beauty brand could use Instagram for product shots and tutorials, while using Threads for deep-dive discussions on skincare routines or answering questions directly from users. This kind of multi-platform approach gives brands more tools in their social media toolbox.

4. Lower Content Production Costs

Producing high-quality visuals or videos for Instagram or TikTok requires time, effort, and money. Threads removes that burden, allowing marketers to focus on the core of their message: the conversation. With text-based content, brands can respond to trending topics faster, share quick updates, or even launch campaigns with minimal resources, all while maintaining engagement.

Has Threads Proven Its Marketing Worth?

Now that Threads has had over a year to develop, how effective is it for brands? While it shows promise, its unique format does come with both advantages and challenges.

1. Steady Growth and Engagement

Threads has attracted a wide variety of users, with its integration into Instagram giving it an edge in growing its user base. For marketers, this expanding audience offers a fresh demographic, particularly younger users who seek authenticity and open conversations. These users are increasingly looking for brands that are real, responsive, and transparent – which Threads supports perfectly.

2. Algorithm Evolution

Meta has continuously improved Threads’ algorithm to ensure that users see relevant content. This is good news for marketers because the platform’s focus on text-based interactions allows brands to enter broader industry conversations without being drowned out by the more visually oriented content on platforms like Instagram. For brands, it offers a chance to be heard without the need for high-production assets.

3. New Brand-Friendly Features

Over the past year, Meta has introduced features to make Threads more brand-friendly, such as:

• Customisable Brand Profiles: Brands can create distinct identities on Threads, ensuring their voice remains consistent.
• Sponsored Conversations: Brands can promote posts to reach targeted audiences, allowing for paid engagement.
• Hashtags and Trends: Brands can jump into relevant conversations by using popular hashtags and trending topics, enhancing their visibility.

These features help marketers use Threads as a strategic tool to boost engagement and create community-driven campaigns.

What About the Challenges?

1. The Tone of Voice Matters

Threads is all about casual, authentic interaction. For brands used to more formal or highly polished marketing, this can be a challenge. Overly corporate tones won’t resonate on this platform. Instead, marketers need to embrace a conversational, more laid-back style to engage their audience effectively.

2. Agility Without Sacrificing Quality

While Threads’ text-based nature allows for faster content creation, brands still need to ensure their messaging aligns with their core values. Being too quick to respond can sometimes lead to poorly thought-out posts, which can damage a brand’s reputation. It’s about finding the balance between being fast and being strategic.

3. Metrics Are Still Evolving

Because Threads is still relatively new, its analytics and measurement tools are not as developed as platforms like Facebook, Instagram, or X. Marketers may find it challenging to measure ROI, especially if they are used to more robust data from other platforms. Brands will need to be patient and willing to experiment while Threads develops its analytics capabilities.

The Generational Appeal: A Quick Snapshot

• Gen Z: Drawn to Threads’ raw, unfiltered conversations. This group prefers platforms that feel real, where they can engage in immediate, authentic dialogues with brands.
• Millennials: Appreciate the focus on substance over style. They seek meaningful engagement and enjoy the simplicity of text-driven interactions.
• Gen X and Older: While they are slower to adopt new platforms, they value the directness Threads offers, especially for straightforward customer service and product information.

Should Threads Be Part of Your Strategy?

Incorporating Threads into your marketing plan depends on your brand’s needs. And when it comes to audience appeal, Threads is especially suited to Gen Z and, to a slightly lesser extent, millennials. These generations, with their distinct approach to online engagement, make up a significant portion of Threads’ user base. If your audience values real-time interaction, transparency, and community-driven discussions, Threads could be a powerful tool. It’s perfect for brands that thrive on authenticity and want to foster deeper connections without the pressure of high-quality visuals.

But, as with any platform, it’s essential to weigh the benefits against the potential challenges. Finding the right tone, being agile without compromising your brand, and waiting for more robust analytics tools to roll out are all factors to consider.

For brands willing to experiment, embrace real-time conversation, and adapt their messaging, Threads presents a unique opportunity to connect with an evolving audience. In a landscape dominated by visuals, Threads offers a breath of fresh air—a return to the power of words.

As the world of social media continues to evolve, Threads offers an exciting new avenue for marketers. It combines the conversational, spontaneous nature of text-based interaction with the familiarity and reach of Instagram, making it a platform worth considering for those looking to stay ahead of the curve.