In Meta’s latest venture to become the do-it-all tech giant, Threads was born. The Twitter ‘dupe’ entered the social scene at the beginning of July 2023 and spiked a lot of intrigue (and stress from social media managers who had a whole new strategy to consider!)
A month on from its launch, and with the dust settling, where does Threads fit into the sea of social media platforms, and what opportunities does it have to offer content creators and brand marketers?
First of all, Threads is a direct competitor to Twitter. With the masses of changes that have been made to Twitter since Elon Musk took over, including a multitude of paid features, it was anyone's game to replicate the ‘old Twitter’ that we all know and love – unserious, fun, and candid.
Threads reached 150 million users within 2 weeks, and the top 3 countries (ranked by downloads) were India (33%), Brazil (22%), and the US (16%) – according to stats from Think Impact.
Thanks to its seamless integration with Instagram, the appeal to get on board with Threads was clear. You can follow the same people you follow on Instagram, on Threads, in just a few clicks, and enjoy hours of endless scrolling due to the algorithm. However, it is worth noting that if you decide Threads isn’t the app for you, deleting your account will mean that your Instagram account disappears too.
Despite its record-breaking uptake upon its release, the number of daily active Threads users dropped by 70% after the first two weeks of its launch, according to Forbes. But this drop doesn’t mean the app doesn’t have the potential to boom amongst the communities who are still well-engaged! And as a creator, if this is where your audience is, then it’s where you should be too.
Unlike a beautifully curated Instagram feed or an overcrowded comment section on a TikTok video that has gone viral, Threads allows audiences to feel connected to their favorite celebrities and creators. Building a strong relationship with your audience as a creator is essential and Threads creates a space to build audience connection through casual and candid conversation.
In terms of increasing content viewership, Threads is another place for creators to share behind-the-scenes exclusives, random daily thoughts, and of course, link out to content on other platforms to engage new audiences that they may not have tapped into already on TikTok, YouTube, and Instagram for example. Where’s the harm in experimenting?
Our wonderful Paid Social Director, Alix Williams, has many thoughts and feelings about the future of Threads…
Stay tuned for next week's blog post, as we will be sharing more of Alix’s confessions of a Paid Social Director.