All the talk about ‘Threads’ got you at a loose end? We’re here to help untangle the details.

Threads is a new social networking platform by Meta. Meta also own Facebook, Instagram and WhatsApp. Threads is being criticized for its noticeable similarities with Twitter and is being deemed as a rival app. It has been 3 months in the making and growth has been rapid in comparison to other burgeoning competitor applications, such as Mastodon.


Is your business already utilising Instagram?

If so, it is advisable that you make a break onto the social channel. This will allow you to benefit from the seamless transition and initial potential growth. Instagram users are able to follow the same accounts they currently follow on their Instagram profile.

The platform is quite different to Instagram as it favours content in the written form. The channel allows you to produce up to 500 characters, include links, photos and videos up to 5 mins in length.


Want to avoid getting your brand communications in a tangle?

Threads allows you control over who can mention you or reply to you. This helps provide an element of brand security when joining public conversations. You can also add ‘hidden words’ to filter out replies, to ensure all content is appropriate to your audience. This approach will allow you to maintain more control over your brand.


Threads is stringing together a new approach to social networking…

Have you heard that it’s part of an open social networking protocol called Activity Pub? But, what does this truly mean for your brand and the longevity of the channels potential?

Threads allows developers to build new features, allowing unique user experiences. This results in a wider opportunity for experimentation and for brands to become more innovative.

This is thanks to the Fediverse, which refers to the interconnection of servers in the backend of the platform. Allowing information to flow between platforms and services. Over time, Threads could become inter-usable with other apps like WordPress, which is currently not something which is available to the market.


Why is the EU stitched up and not accepting Threads?

Threads is currently unavailable within the European Union due to their new Digital Markets Act.  This means that Meta has to figure out a few things about the regulation of data sharing between their platforms. With GDPR being of high importance within the UK, companies will need to be mindful of new guidance and regulations. Key concerns are around the way the application will utilise personal data.


Getting tied up in paid potential for Threads?

Currently there is no advertising capabilities on the platform. However, we are expecting that they will be managed via Meta Business Suite.

Aside, from the data questions it seems that there might be a way to connect data and audiences from our Instagram and Facebook accounts. This will mean we can learn more about our audiences and in the future we will be able to target on a more granular level. Rumour has it, due to connected data regarding audience reach, this will amplify the opportunity to work with influencers.


Weaving in a new approach to social media means a few loose Threads

  1. All users have to have a linked Instagram profile, whilst this makes for a seamless transition this does slightly limit the audience who may not choose to utilise Instagram as a form of social media.
  2. Search and Filter options are limited so far, this demonstrates how the algorithm has power over optimizing feeds and what users are exposed to.
  3. Unlike all other social channels there are currently no hashtags in place, making it difficult for brands to reach their target audience.
  4. Currently yet to develop a large enough consumer base of high-profile users. Lots of people utilize Twitter in order to find thought leadership content which would be lacking without the right users.


Is this new social platform the next best thing? Or hanging by a Thread?

It is not yet clear to determine if Threads can be a relevant tool to drum up public engagement from a localised perspective. But this could change with the development of hashtags, key word searches or geographical related filters. However, until these features are available, it is unlikely to be a tool of particular importance for projects that wish to communicate their progress and benefits to their local communities.

Every social media manager, digital marketer and communications agency is likely being asked the same questions right about now. However, the reality of all new digital developments is that content will need to adopt a test and learn approach. Therefore, we look forward to being able to assess the ROI of Threads and how it can contribute to the brands overall marketing and communications strategy. The proof will be in the analytics and data that we are able to analyse from content we produce on the channel.


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