Five Reasons Why Threads Should Be in Your Marketing Strategy
Whether Threads turns out to be a fad or the future, now is the time to capitalize on the hype.
Instagram’s Threads, a text-driven social media app, released in clear competition with ‘X’ (formerly known as Twitter), surpassed 100 million users within a week. For context, it took ‘X’ over 5 years, and Instagram nearly three years, to reach that same volume. While critics have suggested that the app is in large measure a carbon copy of its rival, this approach has worked to Mark Zuckerberg’s, and transitively Meta’s, advantage throughout his storied career (release of Instagram Reels after the success of TikTok, the acquisition of Instagram, or even the idea for Facebook itself from the Winklevoss twins).
However, amidst the massive user growth, the uncertainty with pricing on Twitter and the premise of a cage match between the two tech founders looming in the background, marketing executives are left wondering if and how they should be approaching the new platform.
With that in mind, here are five reasons brands should take advantage of Threads and its rocketing popularity so that they’re not left hanging by a thread.
1. Timing
‘X’ has been in a state of confusion and perpetually bad public relations (PR) since Elon Musk took over, and now with the recent price hikes, users are more than happy to test a qualified competitor. Brands can take advantage of this opportunity by creating a profile and posting regularly while engagement and growth are peaking on the platform.
2. Messaging
This is a unique chance for advertisers to speak to their existing following at their most engaged, on a completely new platform. Plus, there’s an excitement in that novelty that shouldn’t be squandered with sales/conversion messaging. Instead, brands can use this creative opportunity to showcase relatability and personality in a less polished voice than would otherwise be possible with the Instagram aesthetic.
3. Low lift
Threads allows advertisers to create a profile and add their entire Instagram following practically instantaneously. With the native format of the platform being text-based, significantly fewer resources are required to produce content in comparison to video or even static assets. This is an opportunity to do more with less, and as mentioned previously, brands can regularly post (mindfully, of course) to maintain engagement while Threads remains on the rise.
4. Cross-platform exposure
Threads are shareable on Instagram as well as Facebook, and by doing so, brands can drive additional exposure beyond their original post. Cross-posting also increases awareness and fear of missing out (FOMO) for Threads, potentially increasing the brand’s organic following in parallel with general platform adoption.
5. Audience targeting
On Facebook and Instagram, the audience targeting—especially first-party—is significantly more robust than on ‘X’. When advertising becomes available, that functionality will almost certainly extend to Threads as well. Brands that establish an organic presence will have the advantage of engagement data from those posts to inform their creative strategy when advertising becomes available.
The Takeaway
Sitting on the sidelines of the Threads bandwagon may be a marketing mistake. The rapid growth of Threads should be seen as an opportunity on which brands can capitalize. This could mean creating an organic profile and posting brand-building/upper funnel content at least three to four times a week. Despite it being unclear whether Threads will have the stickiness and longevity of an Instagram or a Twitter, it behooves the savvy advertiser to strike while the iron is hot, or as Zuckerberg would put it, “move fast and break things".
About A&MPLIFY
A&MPLIFY is an AI-powered agency that combines experience design, artificial intelligence and technology to help companies amplify growth, digital transformation and impact on the communities they serve.
Learn more: www.a-mplify.com
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