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    High-Performance Digital Marketing Podcast

    Why Marketers Are Excited About Threads

    Wed Jul 12 2023
    Social MediaText-based AppCommunity EngagementMarketing Opportunities

    Description

    Threads is a text-based app released by Meta, the company that owns Facebook, Instagram, and WhatsApp. It focuses on public conversations and has already reached 100 million users. Brands can use Threads to showcase their content and engage with a different audience. The platform offers marketing opportunities and potential for community engagement. However, it is still evolving and may face challenges with discoverability and spam accounts. Threads is worth exploring for brands looking to reach new users and experiment with different tones of voice.

    Insights

    Threads offers a unique marketing opportunity

    With an organic user base of 100 million people, Threads provides a valuable platform for marketers to interact with users and learn from them. It attracts a different audience than Twitter, allowing brands to reach new users.

    Threads as a space for community engagement

    While Threads may not reach the magnitude of platforms like Reddit or Twitter, it offers a simpler and more community-driven approach. Brands can use Threads to engage with their audience and gather data for targeted advertising.

    Challenges and potential improvements for Threads

    Threads is still in its infancy and faces challenges with discoverability and spam accounts. However, as the platform evolves, discoverability may become easier and Instagram's bot management system could help improve the user experience.

    Chapters

    1. Introduction to Threads
    2. Marketing Opportunities on Threads
    3. Threads as a Platform for Brands
    4. Tips for Using Threads and Engaging Audiences
    5. Threads as a Community Engagement Space
    Summary
    Transcript

    Introduction to Threads

    00:00 - 06:35

    • Threads is a text-based app released by Meta, the company that owns Facebook, Instagram, and WhatsApp.
    • It is similar to Twitter but focuses on public conversations and has already reached 100 million users.
    • To create a Threads account, you need an Instagram account and deleting your Threads account requires deleting your entire Instagram.
    • The platform is still in its infancy and many changes are expected in the future.
    • Users have found Threads to be a more pleasant experience compared to Twitter, with limited discoverability and trending topics.
    • The creators aim for Threads to be a friendlier place than Twitter, but it remains to be seen how they will enforce this.
    • Discoverability may become easier in the future, which could lead to challenges with spam accounts and bots.
    • Instagram's bot management system could help improve the user experience on Threads.

    Marketing Opportunities on Threads

    06:07 - 13:12

    • Threads offers opportunities for marketers to interact with users and learn from them.
    • The current user base of 100 million people on Threads is organic, which presents a significant marketing opportunity.
    • Brands can showcase their best images and helpful content in one place on Threads, providing a more casual and permanent connection between Instagram and the brand's storefront.
    • The platform has the potential to nurture conversation, encourage interaction, and engage audiences, making it valuable for community managers and audience marketing.
    • Threads attracts a different audience than Twitter, so it offers a unique opportunity to reach new users.

    Threads as a Platform for Brands

    12:49 - 19:20

    • Threads on Instagram attracts a different audience than other platforms.
    • Brands can use threads to combine their different social media personas.
    • Threads has activated 100 million people worldwide, with potential for even more.
    • It's a good time for brands to test if their content resonates on threads.
    • Data shows that the UK has had 3.6 million activations, the US has had 12.8 million, India has had 21 million, and Brazil has had 13 million activations so far.
    • Threads is growing rapidly and may change the way people share messages on Twitter or altogether.
    • The algorithm on threads is still evolving and determining what content to show users.
    • Creators should visit brand accounts they admire to see how they are using threads and compare with their own strategies.

    Tips for Using Threads and Engaging Audiences

    19:05 - 25:27

    • Review your competitors' social media accounts to see what they are posting and how they engage with their audience.
    • Salesforce's Twitter account has fallen into a rut, mainly posting links to articles on their website with low engagement. However, their threads account has a fresh start and uses a more playful tone of voice.
    • Experiment with different tones of voice on different platforms, but make sure it still matches your brand's overall image.
    • Ensure that your value proposition and tone of voice align across all platforms and touchpoints in the customer journey.
    • Threads will likely be managed in Meta Business Manager in the future, similar to Facebook pages and Instagram.
    • Once ads are added to Threads, it is expected that all ad management will be handled in one place.
    • Twitter is gradually rolling out new features and functionalities for Threads based on user feedback.
    • Some users feel that Threads is an unfinished product, while others see it as an evolving platform with a strategic rollout plan.
    • The timing of Threads' launch may have been influenced by changes happening on other platforms like Reddit.

    Threads as a Community Engagement Space

    25:05 - 31:33

    • There was unrest on Reddit due to changes made to the API and how users could connect to third-party apps.
    • Moderators of Reddit forums were closing down the forums, leading people to look for alternative platforms like Twitter.
    • The launch of Meta's Threads felt rushed, but some users enjoy its simplicity and community-driven approach.
    • Mark Zuckerberg has been actively engaging with users and asking for suggestions.
    • It's important for brands not to assume that everyone will move to Threads; some users prefer other platforms.
    • Promotional tools may be coming to Threads in the future, potentially allowing boosted posts.
    • Threads could be a space for community engagement, although it may not reach the magnitude of Reddit or Twitter.
    • Data gathered from Threads will likely be combined with Instagram and Facebook for targeted advertising.
    • Trying out Threads is recommended, as it offers a different experience worth exploring.
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