Thread lightly: What to know before your company starts using Threads

Threads is a social media platform where users can post text updates up to 500 characters. The app was launched on July 6th, 2023, by Meta. Upon launch, the app received tremendous engagement, gaining more than 5 million sign ups in just four hours. Threads looks familiar to most users, as it very closely resembles the popular social networking site X (formerly Twitter) and was designed to rival this platform. 

One way this app is unique is that it’s directly linked to Instagram. In fact, to create a Threads account, users must have an Instagram profile or create one when signing up. If a user already has an Instagram account, creation of a Threads profile is seamless. The Instagram profile picture, bio and accounts followed can all be transferred to the Threads account within seconds. 

In addition to text updates, users can also include links, photos and videos up to five minutes long. Once a post is made, it can also be shared to the connected Instagram account’s stories, allowing further engagement and reach for each post. 

How are other brands using this app?

Current brands and users are treating Threads similarly to X, with short, witty updates. In the early stages of the app, many were leaning into its newness with funny comments about how the app works. Brands are bringing their usual tone and content, but are more focused on fun, engaging posts rather than educational and informative content. Brands have also been sharing memes and short open-ended questions to engage their community. Check out some of the examples below of ways brands are posting to Threads!

Pros of the app

One significant pro of Threads is its novelty. Brands and users continue to express excitement over the app, which bodes well for user engagement. 

Another pro of this app is the familiarity of the algorithm. Because the app closely follows X’s design, which has been beloved for many years, most users understand the app’s functionality and use. This also allows for better user engagement, because there is not much of a learning curve. 

Cons of the app

While there are many pros to joining Threads, one major con for brands is the absence of traditional online advertising. Currently, brands can’t advertise on the platform, which means no paid, targeted campaigns to reach audiences. However, Meta has hinted it will add this feature soon and integrate the platform with Instagram’s branded content. 

This leads us to our next con: Threads is well integrated with Instagram, therefore requiring brands to have a connected Instagram account. While this ensures seamless setup and gives users the ability to transfer over a company’s existing bio, profile photo, links and follow all the same accounts, it creates a roadblock for companies who don’t have a presence or need a presence on Instagram. 

Lastly, because of the integration with Instagram, once a brand creates a Threads account, there is no deleting it–that is, unless the brand wants to delete its Instagram account, too. Users have the option to simply deactivate their accounts, which removes them from being public-facing and wipes the content. But if a company wants to delete one account and keep the other, it may be out of luck for now.

Is it worthwhile for companies to use Threads?

In short, yes! While the platform is still relatively bare bones, companies can leverage Threads to connect with their audiences and extend the reach of their brand.

First and foremost, Threads opens the door for companies to create and express entirely new brand identities. Where platforms like LinkedIn or Instagram may be spaces for more curated, ‘put together’ content, Threads enables brands to create identities that are quirky, on-the-fly and relatable–especially for younger generations who might connect better with that approach.

Threads also presents a unique opportunity to connect with media outlets and reporters in a more casual setting. Companies and their communications teams can use Threads to understand what reporters are talking about and add to the conversation easily–both helping to establish thought leadership and familiarize reporters with the brand.

Finally, Threads’ integration with Instagram allows for easy sharing of posts on Threads to a company’s Instagram story, which is a great way to direct followers from one space to the next. Meta has also hinted at a vision to integrate Threads across all social platforms–even those outside the Meta umbrella–which, down the road, will allow for easy transference of brand personality across all platforms.

Looking ahead: the future of Threads and the fediverse

Now that we’ve covered all things Threads, you might be wondering: “How can I get ahead? What’s next?” While it’s nearly impossible these days to keep up with every new update, feature and platform, building a comprehensive social strategy now that allows for flexibility will help your team to stay ahead. 

Furthermore, understanding where this is all headed may help brands better understand how to strategize. Meta has stated its goal to make Threads part of the fediverse. If this sounds foreign, don’t worry–you’re not alone. Meta says, “[the fediverse is] a social network of different servers operated by third parties that are connected and can communicate with each other. Each server on the fediverse operates on its own but can talk to other servers on the fediverse that run on the same protocol.”

Essentially, the platform will allow users to communicate with people on other platforms that Meta does not own or control, including enabling the use of a Threads profile to follow others on different platforms and post across platforms. 

This takes us back to the integration piece. TLDR – the flexible social strategy you build now for Threads will eventually help build brand awareness across multiple platforms at once, both simplifying your strategy and extending brand identity.

Threads is just getting started. Jumping on board now and familiarizing yourself with the platform’s capabilities will help set your brand up for success long term.

Have questions about Threads and how it can help your company? Get in touch with us today.

Emma Raby is an account manager and Carson Burchette is an account coordinator at Pierce Public Relations.