We’re living in an age where digital content sharing reigns supreme – both for personal use and marketing purposes. Now, a new social media platform has joined the chat. And it’s not just any platform – it’s Threads, created by Meta, the parent company of Facebook and Instagram.
Since making its debut on 5th July 2023, Threads has become the fastest-growing app ever, securing 100 million user sign ups within the first five days. So, what is Threads, how does it work and how can your business take advantage of this latest social network?
Threads: in a nutshell
Threads is described by Meta as an app for ‘sharing text updates and joining public conversations’ – ‘a positive and creative space to express your ideas’. It has been rolled out for iOS and Android in more than 100 countries, available to download in the Apple App Store and Google Play Store.
Threads provides a network to connect with friends, brands and creators, including those you already follow on Instagram. Anyone with an Instagram account can log in and set up a Threads profile – individuals, influencers and businesses alike.
Users can create posts that are up to 500 characters, including links, photos and videos up to five minutes in length. You can start your own Thread and engage with other Threads through liking, commenting, mentioning, reposting and sharing, with your feed made up of Threads posted by people you follow, as well as recommended content.
Threads vs Twitter
Plenty of comparisons have been made between Threads and Twitter. The platforms are undeniably similar and share many of the same features. This has appeared to get under the skin of Twitter’s new boss Elon Musk, provoking him to post a series of explicit posts about his rival Mark Zuckerberg (owner of Threads) and even threaten to sue Meta over the app!
Despite being widely viewed as a direct competitor to Twitter, Threads offers its own unique user experience. One key difference is the structure and length of posts. A Tweet has a limit of 280 characters whereas a Thread can be up to 500 characters, allowing users to share longer, more comprehensive thoughts or stories as part of a series of connected Threads. Similarly, videos are limited to 2 minutes 20 seconds on Twitter, while Threads increases this video duration to 5 minutes.
Another is hashtags. Twitter and hashtags go hand in hand, letting users search and track posts relating to what’s trending, as well as functioning as an essential feature to make posts go viral. Threads users, however, do not have the opportunity to search for specific content using hashtags, with Meta positioning the app as a more personalised, intimate platform with less focus on global news and conversations.
How will Threads evolve?
Following its record-breaking launch, the new app is expected to continually evolve. In fact, just recently, three new features were announced, including being able to share a Thread to Instagram DMs (direct messages). Threads is mobile-only, at least for the time being, and ads are yet to make an appearance – presumably only in the short term.
What has got a lot of people talking is Meta’s vision to make Threads part of the fediverse, a social network of interconnected independent servers where users can communicate seamlessly across multiple different platforms. With an emphasis on autonomy, user empowerment and privacy, the fediverse is gaining momentum, with many believing it will shape, and perhaps dictate, the future of how we connect in and navigate online communities.
Should you join Threads?
As we know, an effective, well-thought-out social media strategy embraces posting across multiple platforms – each of them unique in the opportunities they present. Threads certainly offers advantages for businesses and, in our opinion, the earlier you adopt it the better.
There is lots of traffic to take advantage of and thus far, no glitches have been reported. As first impressions go, early adopters of Threads have expressed their appreciation of the app’s easy-to-use, polished format and design. That said, many have been quick to highlight missing features – particularly trending topics and hashtags, direct messages, and a follow-only timeline.
For brands, the ultimate advantage of using Threads is community management. Threads can be utilised to build and maintain a tight-knit community around your brand, where customers can connect, share content, get creative and be inspired. We suggest posting questions that prompt reflection and debate, seeking opinions, asking for feedback and discussing topics that resonate with your audience. This engagement, ultimately, will help you increase your reach and grow your business.
Whilst the social media app is far from ground-breaking, and there is room for fine-tuning, Threads offers a structured, immersive and personalised way of sharing longer, more detailed content. As the saying goes, the early bird catches the worm, so jump on the trend sooner rather than later! Here at La La Communications, we can help you make the most out of this new platform. To find out more, contact the team today.