What Is Meta Threads?

Meta has officially introduced Threads which is a new social media platform that is nearly identical to Twitter. Threads is designed for sharing text updates and joining public conversations (Source). The process of creating an account is seamless as you can log in with your Instagram account which makes it extremely easy for Meta to transfer data from one app to the other. Users write posts that can be up to 500 characters long and include links, photos, and videos up to 5 minutes in length. The feed algorithm will rely on AI-driven discovery, similar to TikTok and Reels, so users will see posts from accounts they do not follow. 

In fact, Meta is working on making threads compatible with open, interoperable social networks. This means that users will be able to follow and interact with people on Threads without having a Threads account, and vice versa, on platforms like Mastodon and WordPress. Users with a public profile on Threads will be able to reach new people with virtually no effort as their posts would be accessible from other apps. According to Meta, this is set to accelerate the pace of innovation and experimentation.

Threads want to help people find their community, regardless of the app they choose to use. Meta is revolutionizing the digital world and pioneering a new era of diverse and interconnected networks. With over 100 million people joining in less than a week, is Twitter doomed? Only time will tell if Threads will win the internet over or become a lost artifact. 

Why Should Advertisers Care?

Advertisers should get a handle on Threads sooner or later as the app’s rapid growth is proving to cause an impact on how users get their information online. However, there is still plenty of time before the need to come up with a whole paid media plan. According to Zuckerberg himself, “Our approach will be the same as all our other products: make the product work well first, then see if we can get it on a clear path to 1 billion people, and only then think about monetization at that point”. Meta doesn’t have any plans to launch an advertising program for Threads soon, but that doesn’t mean that companies shouldn’t take advantage of the organic algorithm.

Although advertising on Threads is unavailable, that didn’t stop Hulu from dropping a sponsored Thread with creator Adam Rose to promote Futurama coming back to the streaming platform. The post had the label “#HuluPartner” which indicates it was the first ever paid sponsorship on Threads.

Other businesses may follow suit so it’s important to be aware of the branded content tactics that will become available in the coming months. Instagram may be working on providing branded content tools in the near future which could allow marketers to test paid promotion on Threads, similar to how a paid partnership works on Instagram which Hulu already tested. Meta likely doesn’t want to drive users away from Threads by allowing ads before becoming a daily part of peoples’ days. It is important to be wary of saturating the feed with any paid posts early on and first focus on building an organic presence as the app continues to develop.

How To Leverage Threads and Best Practices

Organic

If businesses already have an Instagram account, then creating a Threads account can be done in just a few seconds. First, an admin must download the Threads app and log in using the business Instagram credentials. Second, you can choose to import the details from the Instagram profile or skip and update it later. That’s it! The business is ready to use threads.

Best Practices for Organic

  • Import Instagram profile to Threads profile to keep channels consistent.
  • Post 1-3 threads per day to remain relevant and be favored by the algorithm.
  • Share exclusive content that customers cannot find on other platforms to reward early followers and get people excited.
  • Hook your audience right away with a question, fact, or interesting topic while remaining clear and concise.
  • Engage users by providing value, using visuals like pictures and videos, and replying to comments.

Paid

Threads doesn’t offer advertising yet but brands can consider running paid partnership threads with other creators. It is advised to keep this at a minimum, however, and instead focus on growing an organic presence first. Oftentimes, the most iconic trends have no media dollars behind them.

Conclusion

To sum it up, Meta’s unveiling of Threads introduces a parallel to Twitter’s format, sparking interest in its cross-platform potential and AI-driven discovery. As this novel social media avenue gains traction, its impact on the advertising landscape remains a topic of anticipation. While Threads’ advertising options may be evolving, the current emphasis on organic engagement and potential partnerships underscores a strategic approach for businesses looking to navigate this dynamic terrain.

 

Sources:
https://about.fb.com/news/2023/07/introducing-threads-new-app-text-sharing/
https://contentmarketinginstitute.com/articles/audience-response-threads-app#:~:text=%E2%80%9CEven%20though%20Meta%20has%20stated,through%20advertising%2C%E2%80%9D%20Robert%20says.
https://sea.mashable.com/tech/25022/when-threads-might-get-ads-as-user-base-booms 
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