All About Threads

All About Threads

Meta has recently launched a new app named Threads. Along with the rest of the world, we’re still learning more about the app and how it functions, but we’d like to take this opportunity to provide you with some information on what Threads is and some interesting insights we’ve picked up since the app launched. 

What Is Threads? 

Threads is essentially Meta’s answer to Twitter, a text based app allowing communities of people to connect and avidly discuss topics of interest in conversation ‘threads’.
Users have been quick to call on the similarities between the app (there are rumours that Twitter is allegedly going to seek legal action against Meta – I suppose we’ll see whether or not that takes off!). 

Users are able to share images, videos and GIFs on the platform, however, it’s currently set up to be primarily text focused in the same way that Twitter is. The ability to use hashtags is not present, so users are currently only seeing posts in their feed from people they follow, posts that users they follow have interacted with (similar to Facebook), alongside recommended accounts based on the Threads algorithm. Threads users who used to be active on the blogging platform Tumblr are finding the app experience to be quite similar to their text based posts, especially since users have the ability to reshare posts they like.

How Does Threads Integrate With Instagram?
The text based app is synced with Instagram, where users must have an Instagram account to be able to use Threads. Threads will pull across your profile information – thereby, if your business already has an Instagram account, be assured that your handle will be reserved for you. 

Upon signing up, users are given the option to follow the same accounts as their Instagram profile, so your account would automatically have a following of the existing Instagram followers with Threads accounts (the follower count would not be exactly like for like). Threads users have the option to deactivate their account – there is no indication within the app that deactivating results in deleting the associated Instagram account. Deactivation is ‘temporary’ in that any data your account shares with Threads will not be permanently deleted, just hidden. 

Who Is Using The App? 

According to Search Engine Journal, Threads already has over 100 million users since launching in early July. 

The overall app targeting currently feels in line with Instagram and Twitter. The purpose of the platform is to encourage engagement in public conversations (threads) and sharing daily updates. The most significant difference between Threads and Twitter in this early stage is the type of content being posted. Threads is very conversational discourse about day to day topics or experiences, whereas users tend to rely on Twitter for news and real world updates. 

How Can Businesses Leverage Threads? 

Threads is currently free from paid advertising, and it’s been reported that Meta aren’t looking to monetise the platform this year. However, it probably won’t be long before users are able to access similar branded content tools to what is available on Instagram. 

In the meantime, brands on Threads are engaging with the app in a similar way to TikTok – commenting on trends, sharing sneak peeks to product launches or ranges. Whether or not Threads turns into a valuable platform for brands remains to be seen. It’s currently purely organic and given the focus on text based updates, would require someone to be highly engaged and quick to respond and jump on trends to gain traction and stay engaged in relevant conversations. 

Threads is definitely a useful tool for interacting with your key audience. E-commerce businesses have an opportunity to leverage the Threads platform by directly engaging with their followers and asking questions to understand how their brand is being received. 

Conclusion 

The launch of the new app has seen incredible success in a very short period of time. Backed by Meta and Zuckerberg, we’re likely to see this app continue to skyrocket. With Instagram focusing primarily on video and Reels to compete against TikTok, Threads is proving to be a refreshing online space where users do not feel the need to create extremely polished and curated feeds of video and image content. Perhaps Threads is Meta’s way of allowing users to continue having an outlet for sharing thoughts and an opportunity to engage with a like minded community, minus the pressure that many users feel on other popular social media platforms of the minute.