Our Agency’s Thoughts on Threads…
Written by Patrick Gilgen
Meet the new kid on the block, Instagram Threads. Launched on July 5th, Instagram’s newest companion is set up to be a direct competitor to Twitter gaining 70 million users in just 48 hours.
What actually is Threads?
It's a text-based conversation app that aims to rival Twitter. Within hours of its launch, Threads received sign-ups from popular brands and celebrities like Billboard, NPR, Netflix, Sarah Jessica Parker, Oprah, and Kim Kardashian who are already using the app.
Threads allow users to follow and connect with their favorite creators and discuss various topics. It's free to download and is being hailed by some as the 'Twitter killer'.
Sign-up requires an Instagram account in which after signing up, you can easily follow the same people you do on Instagram or find new users. It's important to note that if you decide to delete your Threads account, you'll need to delete your entire Instagram account as well.
So, it’s basically Twitter?
That was our first impression too but here are four big differences for you to know.
No Ads! Wait for real?! Yes, currently there are no advertisements but that is set to change as Instagram has made shifts to become rather ad- and shopping-heavy, after all.
You just got upgraded from NY Best Seller to Nobel Peace Prize! With the Threads character limit being 500 the hope is that users will post longer threads versus Twitter's shorter character limit at 280.
So how can I message my friends? The difference in messaging features between Threads and Twitter is simple: Twitter has in-app messaging, while Threads does not. You will have to use Instagram’s DMs for that…sorry.
Your content is perfect so share it! Threads and Twitter both support posting website links, videos, and images. However, Threads allows users to post more items at once (up to 10) compared to Twitter's limit of four items per tweet. Threads also offer a user-friendly carousel feature for viewing collections, which is missing from Twitter.
#Cantlivewithout
A noticeable feature that is missing is the hashtags (I know we don't understand either). This feature was left out of this app as of now but many tech fans have noted how it should get added in later like Instagram did (whew that was a close one). Another key feature that is missing is a following feed with filtered content based on the people you follow. This is sure to come later down the line but shows how new this app is in its development stage.
A feature that is available that is turning heads is the “follow all” feature when you first create your account. This allows you to transfer over your Instagram account following into Threads. This is an advantage for content creators as they won't have to deal with not having an audience right away.
Wait, I’m having Deja Vu?
Funny, we said the same thing…however, the new Threads app is distinct from the app that Meta had previously launched in 2019. The previous Threads was a camera-centered application that allowed users to update their status and communicate with their closest friends. It initially struggled to gain traction, but a redesign in 2020 expanded its functionality to include messaging all friends on Instagram, similar to the previous Direct app. Meta ultimately discontinued the Threads app in 2021, integrating all messaging features into the Instagram app.
Our take on the new app…
We asked our team for their thoughts on Threads, here’s what they said…
Melissa Carrick, Senior Social Media Manager
Would you personally use the new app?
“I had to see what the hype was all about so I already have an account and have created some Threads and reposts, and spent most of the weekend scrolling the app. It feels very casual and personal even from a brand perspective. I like it but wonder how quickly people will get bored. I also think we've been missing a social platform that is this casual. No perfected photos, no transitions or edited video, just text-based content. It's been a while since we've had something like this.”
What are your thoughts on advertising on this app?
I'm so curious to see how this plays out. Currently, you can't advertise on Threads and that's probably why we like it so much. That isn't stopping brands from creating profiles and posting relevant content though. I think that's good advertising in itself. Wendy's is basically the Queen of Twitter and they're already off to a great start on Threads. People love relatable content and that's all Threads is right now. I think we all hope it stays that way.
Courtney Beall, Social Media Manager
How do you see this app affecting Twitter’s status?
“I think a lot of people will abandon Twitter to try Threads. It will be interesting to see how many people make the switch and how many people will continue to use threads once the hype has died down. I think it will come down to which app is more user-friendly and relatable for people to use.”
Allie Meeker, Graphic Designer
What are your thoughts on how businesses will advertise on this app?
“I think businesses will have to take a new approach to advertising on this app. The structure is so different and not meant for advertisements. There are no pay-for promotions so there won't be any boosting behind a post to make it live longer. Without the ability to use keywords (hashtags,) it will rely on algorithms to reach accounts (which is what they do now anyways). Threads is already pulling the data from your meta accounts so it has an idea of what you like so that will benefit businesses.”
Lindsay Ginter, Director of Digital Media
“It will probably look similar to Twitter as far as the appearance of ads and distribution of content, but follow the rest of Meta's algorithms (that they utilize today) to distribute ads. The big challenge for businesses is reaching new followers and having a meaningful advertising strategy on another Meta platform... to me, it feels like advertisers may dump more money into Meta and be advertising to a very similar-looking audience as Instagram or even Facebook. “
Lindsay Smith, Social Media Manager
Do you think Threads is here to stay?
“Personally, I question how successful it will end up being. Will the shiny new toy keep everyone's attention or will people return to the apps they know and trust? It wasn't that long ago that IG released IGTV and that took off fast but eventually flopped.”
Jen Call, Senior Social Media Manager
Pro: Easy to get followers as they are built in from your IG account. It also carries over any blocks or mutes from your IG and a first-mover advantage.
Con: Need to make a time investment to ensure your account is a success (how best to use, strategy, the "why", etc), you can't toggle between accounts, the feed is not chronological (yet), you'll have the same audience as you have on IG, and no trending topics (vs Twitter).
Is Threads right for your business?
It’s hard to say. Joining Threads really depends on your brand and if you can mentally handle another social channel. When it comes to local businesses, it’s probably not the right move right now but for larger brands it may be a great way to engage with your current audience. If you do dive in, remember there’s no strategy (yet) so take this opportunity to experiment and find out what content works for you. Either way, there’s no rush because it’s connected to your Instagram account so your handle is already claimed whenever you’re ready to make an account.
Because the app is so new, our advice is to give it some time to see how it plays out, what updates are to come, and if there is a strategy that aligns with your business. In the meantime, we’ll be checking it out firsthand. Check us at @armarketing!
