Threads Revealed: What Marketers Need To Know for Success

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COE, Social Goodway Group July 2023 Goodway Group POV Guide
ThreadsRevealed: WhatMarketers NeedToKnowfor Success PREPARED BY Traci Asbury

First Things First: What Is Threads?

Threads is an app built by Instagram for sharing real-time updates and public conversations with text

Threads was launched July 6th, 2023, and is available in more than 100 countries globally

Within the first day of the app ’ s launch, more than 30 million users downloaded and joined the app

The ease of connecting through users ’ pre-established Instagram profiles made Threads an immensely adoptable and transferable social platform

The connection to Instagram also allowed users to quickly share between platforms and post in Feeds, Stories and Reels templatized Instagram images announcing their adoption of Threads

30 Million

The number of times Threads had been downloaded by the morning of Thursday, July 6, 2023, according to Mark Zuckerberg the same day it launched

Source: The New York Times

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How Do People Feel About Threads?

Its initial reception from users has been positive Verified brands immediately began posting, engaging with other brands and encouraging users to collaborate in their threads

The elementary Twitter-esque layout presents users with a user-friendly, familiar way to follow posts and minimize the learning curve most social apps require

An important note was shared by Instagram which ensures they are taking safety seriously where Twitter has lost regulation They will enforce Instagram’s Community Guidelines on content in the app

Source: CNN

Though there has been primarily positive feedback, there are a few drawbacks Meta has announced are “coming soon ” These include no desktop version, no Explore page for trends or topics, and no messaging available

Vehicle Segment

But these soon-to-be-past drawbacks didn't stop users from flooding the app with updates, memes and copious references to Twitter and Reddit

Sport Affinity

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“The vision for Threads is to create an option and friendly public space for conversation.”
- Mark Zuckerberg CEO, Meta

The Scoop on Advertising on Threads

The continued competition between Meta and X Corp owners seems to have pushed the early release of Threads as a direct competitor, and for some, a replacement, to Twitter With this quick launch of a separate app, advertisers do not currently have the opportunity to buy space with ads

Monetizing the app will likely come soon, but with any new app, users should expect several iterations, updates and features rolled out

Meta shared with Goodway Group:

Vehicle Segment

Sport Affinity

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“At this time, there are no ads or monetization features on Threads. Our priority is to build consumer value first and foremost, which will allow us to explore how to build business value.… We encourage businesses to experiment with Threads as part of their organic social strategy where it makes sense.”

How Brands Can Boost Awareness on Threads

In the early days of the app, there are two ways brands can amplify their awareness on Threads:

First, and by default, is by being an active user and increasing presence on the new app Users are already showing extremely high engagement with brands, and companies are jumping at the opportunity to join conversations As with any social platform, being part of the communities and conversations are key to understanding users, reaching them on a personal level and getting ahead on the nuances of a new communication app

Second is through creators These are users who have larger and/or niche followings brands can leverage for their amplification Creators are deep in social platforms and communities, and they can help set the stage for brand affiliation Outside negotiations with creators, via influencer companies or direct contact, would give creators organic space to push brand highlights, products or services This is a simple, highly effective way to scale awareness and reach creators’ audiences

We hope to gain insights and growth numbers from the Meta earnings announcement, but until we learn more, you can find us scrolling the new app

Big Brands Have Already Hopped on the Threads Bandwagon

Some noteworthy brands established themselves on Threads the day it launched including Pepsi, Wendy's and Lyft

Source: AdAge

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