Threads 101
Everything you need to know about the new Twitter like app by Instagram
If you work in marketing, you have been anticipating the launch of Threads - the newest app by the Instagram team that is essentially, Twitter.
Twitter has been a seemingly mess for a while and marketers have been somewhat excited about Threads launching (although it just brings more work to our plate). So, let’s dive in to everything you need to know about Threads:
Downloading the app
Once you download the app, you will be prompted to login via Instagram (seems to be the only option for now). When it prompts you to create your bio and followers - it can all be linked to Instagram aka you can choose your same profile image and bio along with easily following the same accounts you follow on Instagram. This has allowed for record breaking follower numbers - some brands launching with 10k followers easy - unheard of for apps in the past.
Threads and Instagram
If you have been reading the news, you cannot delete Threads without deleting Instagram. I feel this is just a ploy to get numbers up (and somewhat never dropping) for Threads. Also, after downloading the app you may notice on your Instagram profile that there is a number there that tells people what number you were to join Threads (you have a choice to hide this), but it seems they are really playing it up as a badge for people who got on early.
Posting to Threads
Everyone (brands and regular users alike) are trying to figure out what to do on Threads. Brands are being crafty with getting conversations started or just being “the first” to do things, such as this post by American Eagle:
Thanks to them we know the character count limit: 500
It seems like everyone is in a different place when it comes to the app, but we are seeing a lot of Instagram content being shared, content from Threads shared to Instagram stories, and brands genuinely trying to have conversations with their customers again - which is refreshing. I assume all brands will be working on specific strategies for Threads, but if you need some help just think about how you approached Twitter when it first came out.
Don’t forget: Any new social channel launched (or feature) makes it “easier” to go viral so being early rather than late to the game on Threads is key.
MYTH BUSTING: There is a lot of chatter among marketers right now regarding this app just being hyped for now, but will flop similar to Clubhouse and (in my opinion) Be Real. However, remember that this app is connected to Instagram and created by Meta - a powerhouse. All the previous “flopped” apps have been by independent parties - so I think Threads is here to stay.
Paid Advertising
If you log in to your Meta Ads Account there is no paid options for Threads - yet. So stay tuned to see what’s to come - assuming this will launch in at least the next 6-10 months.