Why Brands Should Stay Off Threads
Brands Should Stay Off Threads
When it comes to the social media landscape, brands and marketers are often on the hunt for the next big thing. When a new platform emerges, it can feel like the perfect opportunity to expand reach and build loyalty with consumers. However, when the stakes are high, hopping on board with a new platform can be risky.
Meta’s Twitter-copycat Threads is no exception. Since its launch on July 5, the app has taken the media world by storm. While it’s still unclear how successful the app will be, many marketers are already weighing their options for leveraging Threads.
Many brands are deciding to use Threads to strengthen relationships with existing audiences via conversations and real-time commentary, while also reaching new people that may not be on other social networks. The platform’s decentralized ambitions are another draw for some. In the future, Meta plans to make Threads compatible with ActivityPub, an open protocol that allows content to be shared across apps (similar to how Twitter and the internet itself operate).
This would allow users to connect their Threads posts to other platforms, such as Mastodon or WordPress, and potentially even other social networking apps. This could be an important way for the app to keep its user base and prevent it from becoming a niche app that dies out quickly.
Other brand marketers, particularly those targeting Gen Z, are embracing the app because it offers a space for creative and authentic self-expression. For example, Marea Wellness founder Monica Grohne, who uses TikTok to promote her company’s multivitamin for hormone balance, is using Threads to give fans a behind-the-scenes look at her life as a business owner.
Why Brands Should Stay Off Threads
Despite these positives, it’s important for brands to consider the risks of jumping on the Threads bandwagon. With a constantly changing and overcrowded digital marketing landscape, adding another platform into the mix can be challenging for many businesses. Especially when that platform’s popularity can quickly ebb and flow.
Exploring How Brands Utilize Threads
Furthermore, there’s a precedent for Meta launching apps that compete with and supplant established incumbents—think Instagram Reels and Twitter’s acquisition of BlueSky. If the company doesn’t find a way to make Threads stand out from the pack, it could face a lawsuit and eventually be shuttered.
With all of these considerations in mind, it’s worth keeping a close eye on Threads’ growth over the coming months to see how it fares against existing social platforms and other alternatives. And while it’s too early to say whether the app will have a sustainable and profitable future, it’s clear that some brands are making a calculated decision to jump on board now in order to be first-movers and cement their reputation as industry leaders on the new platform.
Understand brand’s implementation for Threads
Historical Retrospectives: Brands with a long-standing history can use threads to take their audience on a nostalgic journey through their achievements, milestones, and significant moments. This approach not only showcases the brand’s longevity but also creates an emotional connection with the audience.
Event Coverage: Brands often use threads to provide live coverage of events, conferences, or product launches. By doing so, they extend the reach of the event beyond the physical attendees and keep their online audience informed and engaged in real-time.