Why your brand needs to be on Threads

It’s been a year since Meta launched Threads.

You know, the social media giant's text-based platform made to compete with X as a place for less angry people to share their ideas and feelings. Its launch was astronomical. 70 million users and a ton of brands joined within the first 48 hours.

It was a frenzy. And it's one that has since died down. Now, Meta has shifted its focus to keeping users on the platform as opposed to obtaining new ones.

Threads currently has over 190 million people using the platform daily.

This means many brands are actively using it as a part of their wider marketing strategies to capture the large audience that resides there.

Threads also continues to roll out new product features and expand its APU capabilities.

It’s an engagement generator for brands, and more and more of them are making their presence known. According to a Sprout Pulse Survey, 70% of marketers are currently using Threads. A further 21% plan to use it in the near future.

So, should your brand be on threads? Absolutely yes.

Here's why:

1. Threads, unlike most other social networks, is built off Instagram. This makes the sign-up process incredibly fast and easy. You instantly get your Instagram @ handle. It auto imports your bio and pic. And you can sync your followers right away. For brands, this means your followers from IG will likely follow you on Threads straight away.

2. The platform is becoming more dynamic and interactive as time goes on. In Q1 of this year, Threads introduced saved posts, saved drafts, adding images to posts, and adding trends to the search page. They also rolled out a new API update that enables social teams to manage their presence in other management platforms. It’s also beta testing a 'swipe' feature so users can express their interest or disinterest in content on their feed (yes, like Tinder).

3. Threads is a 'feel good' app. It's reminiscent of the old days of social media, geared towards more positive, less political content.

Let’s look at a few brands who are nailing it on Threads.

Reddit

Although it’s unusual for one social media platform to be on another, Reddit has thrived on Threads.

Every social media user has an ecosystem of content they consume across various channels. Reddit understands this and uses their content to strategically reach potential audience members and draw them to their own platform.

Most of their posts are memes created by users on their platform. The brand also shares product updates, reminding users of the experience it offers. Their strategy centres around staying top of mind for their existing audience and attracting potential new users.

Beyond Meat

The vegan meat brand is an outstanding example of having fun on Threads. Their content is usually funny, relatable, throwing in internet-friendly language like 'hot girl summer' and 'explaining to my boss' content while staying true to their brand values.

This helps attract Gen Z and Alpha audiences, given 59% of Gen Z users check the platform for food news and updates.

Spotify

We’re all humans and mildly self-obsessed. So we're more likely to engage with content that empowers us to share something about ourselves. Spotify leans into this with its you-focused content that often features questions or ‘fill in the blanks.’

This content encourages conversation among their audience. It also, of course, translates to a whole lot of shares, reposts and comments. It’s community nurturing on another level.

If you're wanting to hop onto Threads, here's how to get started:

First things first, make an account.

It’s a relatively small platform right now. But its growth just one year after suggests staying power, and ripe opportunity for marketers to jump in and make a splash. 190 million users after 12 months is not an insignificant number.

Second, come up with a robust strategy to begin posting. You might begin with repurposing content. Or you may want to create entirely new content just for Threads. Remember to gear your content to be more community-oriented, since that’s the appeal of Threads in general.

There’s no one-size fits all strategy for Threads. Heck, there’s no manual at all. It’s a new platform that brands are still experimenting on as we speak.

But we do know that driving meaningful connections and driving conversation is key.

Think of it as a place to pull back the curtain and show a more human side of your brand. Use Threads to nurture your audience, as opposed to promotion and sales.

Happy Threading, folks!

-Sophie, Writer