Threads – Exploring the Paid Marketing Opportunity

Federico Faverio 14/05/2024 5 minutes

The Threads app launched on 5th July 2023 and gained substantial traction. In the first five days after its launch, Threads was downloaded over 100 million times, breaking Open AI’s ChatGPT app’s record of fastest sign-ups and becoming the most rapidly downloaded app! In this blog post, we take a look at where Threads is now ten months on and whether brands should seriously consider the platform in their paid media marketing mix.

What Is Threads?

Threads is a text-based, social media platform from Meta focussed on personal connection. The app allows users to share their thoughts and experiences with their close friends and followers.

Is Threads Being Discontinued?

As of now, there is no indication that Threads is being discontinued. The app has been well-received by users and it has the potential to be a major player in the social media landscape.

Is the Threads App Safe?

Threads emphasises data privacy with a focus on user control. Meta has invested heavily in this area, allocating $5.5 billion to their privacy program since 2019 and growing their privacy team to over 3,000 people.

While Meta did experience a data breach in 2021 and was fined $265 million by Ireland’s Data Protection Commission (DPC), they are demonstrably working to improve data security. This is evident by their continued investment in privacy initiatives.

Threads’ biggest ease of use is its integration with Instagram users’ pre-existing social following and it treats users to a luxurious experience with its interactive and seamless interface.

How to Follow Your Friends on Threads

Threads’ biggest ease of use is its integration with Instagram users’ pre-existing social following and it treats users to a luxurious experience with its interactive and seamless interface.

If you don’t have an Instagram account, you can download Threads on iPhone and Android via these links:

How Does Threads Work?

Threads offers a familiar social media experience. You can create a profile and share updates with text, photos, or videos. Unlike some platforms, Threads keeps things concise with a 500-character limit per post. You can also follow friends and see their updates in your feed.

How Does Threads Work as a Paid Social Channel?

Currently, marketers cannot purchase ad space on Threads. However, formal ad options are set to become available this year so it’s worth considering the channel in your paid social marketing strategy for 2024.

What should your strategy be as a brand for Threads if you can’t advertise, I hear you say… the answer is to focus on your organic presence and utilise influencers to speak to the community element that Threads is all about. Threads is a platform for connecting with your audience in authentic ways so businesses should create engaging and valuable threads.

Netflix is a great example of a brand doing this well, boasting 5.4 million followers, they cleverly repurpose clips from their shows to fit conversations their audience engages in online.

Understanding your target audience’s preferences is paramount to crafting threads that resonate with them. Striking the right balance between promotional content and shareable insights will keep your audience engaged and hungry for more.

Here are specific tips for effective Threads:

  • Set clear goals: Define your objectives for Threads, whether it’s increasing brand awareness, generating leads or driving sales
  • Use eye-catching visuals: Incorporate high-quality images and videos relevant to your content to enhance engagement
  • Be consistent: Posting threads regularly establishes a sense of reliability and keeps your audience engaged
  • Promote your threads: Leverage your other social media channels to promote your threads and encourage sharing

By following these tips, you can utilise paid social strategies to reach a wider audience and achieve your marketing goals with Threads once they’ve announced the formal advertising options.

Threads’ Rival Twitter (Now Known as X)

Threads has captured the attention of social media enthusiasts, fuelled by Elon Musk’s controversies at the helm of its rival X (FKA Twitter). The takeover of X by Musk involved huge changes to the way that brands and users interacted on the platform and led to a mass exodus of users.  

With perfect timing, Mark Zuckerberg launched Meta’s Threads, Twitter’s rival, so it’s worth looking at how the two platforms compare.

Advantages of Threads

Threads offers several advantages over X, making it a compelling platform for individuals and businesses:

  • Streamlined user experience: Threads’ design offers a more user-friendly environment, making conversations easier to follow. Integration with Instagram’s other features, such as stories and direct messages, enhances the overall experience
  • Intimate connection: Threads focusses on personal connection. The app allows users to create a close friends list, which is a group of users who can see all of their posts. This makes Threads a more intimate platform for sharing thoughts and experiences. Threads are exclusively visible to followers, creating a sense of closeness
  • Better for long-form content: Threads provide a superior platform for sharing in-depth information, with a greater character limit than X, allowing for comprehensive discussions
  • Enhanced engagement: Threads uses photos and videos more prominently than Twitter, making it more visually appealing
  • Future advertising opportunity: As part of Meta, Threads’ future advertising integration with Meta Ads promises a potentially simpler process compared to X’s advertising platform
  • Rapid community growth: Threads leverages Instagram’s established user base by allowing users to notify their current Instagram followers about their new Threads account. Companies with established Instagram followings could see this community growth in a quicker time
  • Constant evolution: Threads is continuously adding new features. As of May 2024, they offer financial incentives for high-profile creators to boost engagement, including a $5,000 bonus for posting. Additionally, Meta is testing a “Recent” filter to let users view the latest posts on specific topics

Drawbacks and limitations of Threads:

While Threads offers exciting features, it’s important to consider some limitations before diving in:

  • Limited target audience: Threads may not be suitable for all businesses and industries, particularly those targeting a broad audience. Additionally, the initial excitement for the platform has subsided, resulting in a smaller user base and lower reach potential compared to its launch
  • Building a user base: Threads’ success relies heavily on building an active user base, which can take time
  • Competition in the market: Threads is a relatively new player competing against established social media giants. Standing out can be challenging
  • Missing features: The app currently lacks key features like a content search function, direct messaging and a follow-only timeline. These limitations can hinder user engagement

How is Threads different from X?

Here’s a quick look at the key differences between the platforms.

*The paid-for Twitter Blue service offers verification, editing and longer posts and videos and some organisations are also verified
Source: Meta/Twitter

The Future of Threads and Paid Channels:

The future of Threads looks promising, challenging X’s dominance in short-form written content. Businesses should explore emerging platforms like Threads to connect with their target audience and stay ahead in the dynamic world of digital marketing. Embracing innovative platforms diversifies marketing strategies and unlocks new growth opportunities.

Only time will tell whether Threads will be able to compete in a crowded social market, but it is certainly a platform to watch.

Threads – a rising star in social media – has the potential to revolutionise digital marketing strategies. With its innovative format, coupled with a strong focus on user experience and support from Meta, Threads creates an exciting opportunity for brands to deeply engage their audience and explore new avenues of growth.

To thrive in the fast-paced digital landscape, it’s crucial for marketers to stay updated and embrace new platforms like Threads. By doing so, they can be at the forefront of the future of digital marketing, unlocking exceptional opportunities and gaining a competitive edge.

Are you ready to elevate your social strategy and take your digital marketing to new heights? Whether it’s optimising your SEO, harnessing the power of PPC or crafting paid social strategies, we’ve got you covered! Get in touch with us today and Imagine Better ways to achieve your business goals together.