How to Use Meta’s Newest Platform to Grow Your Brand
Usually the launch of a new platform is met with curiosity, concern, and apprehension. This is due to a lot of uncertainty, such as what demographics will ultimately be interested in the new platform, how long it will stick around for, and what features may be taken away or added. This can leave brands wondering whether or not they should invest in the platform. But that wasn’t the case for Threads. A lot of people were eager to jump on board the new Twitter-esque platform because they were already familiar with Meta’s other platforms, Facebook and Instagram.
Maybe your brand has hung back a bit from Threads to see whether or not the initial interest would wane. Or maybe your brand has been a long time user of the social platform. No matter your experience with Threads, it may be time to consider an actual marketing strategy for the platform now that we know interest doesn’t appear to be dipping and it looks like it will be sticking around.
Why You Should Consider a Threads Profile
For those brands that haven’t jumped on the Threads bandwagon yet, here are a few reasons you should consider starting a presence on the social platform.
- Threads reached 100 million users in less than a week
- The user base is expected to continue to grow over the next few years, according to Meta
- You can reach an international audience
- The largest age group on Threads is 25-34 years old, followed by 18-24 years old
- Men make up nearly 70% of users on the platform
- Threads offers some unique features, including cross-sharing content between Threads and Instagram (since an Instagram account is required to sign up for Threads), video posts, reply controls, a share button that allows users to share Threads to their Instagram Story or Grid, and more!
Plus, Meta plans to continue to roll out new features to make the platform more user-friendly and improve search functionality.
What You Need to Know About Marketing on Threads
As a relatively newer platform, Threads is going to continue to evolve, but there are some key things you should keep in mind when it comes to this fledgling social site. First is that engagement is your big opportunity right now. Posting on the platform still feels very personal. But reporting functionality may not be where some brands want it, making it hard to prove the value of having a presence on the platform. Our thoughts on this: a little attention from a brand can go a long way. Why? Threads offers brands the opportunity to make one-on-one connections with customers, influencers, and fans!
The second thing you need to know is that Threads is its own thing. There is a lot of talk about how Threads is similar to the “vintage” Twitter, as well as comparisons to other text-based platforms out there and which one is going to be the replacement for those no longer interested in being on X (formerly Twitter). But the truth is that the social media landscape is fragmenting. Each platform has its own unique user base and engagement norms, so don’t prescribe Twitter, Instagram or Facebook norms to Threads.
Third and finally, Threads is still relatively new, so take this opportunity to test various marketing strategies. Users have a tendency to be much more lenient and forgiving to brands on new platforms and that is because we all understand everyone is just trying to figure out how the platform works, and the best ways to use it. So don’t be afraid to test some things out!
Tips for Growth on Threads
Now that we’ve looked at 3 big picture tips, let’s dive a little deeper with some ideas to help you grow your brand on Threads:
- Join in on trending topics that are relevant to your brand. Use the search feature to explore content and see what keywords are being used.
- Stay active and engaged with your audience by joining in on other conversations and by replying to comments left on your posts.
- Create original content rather than only recycling the content you have on other platforms (like Instagram).
- Partner with influencers through Thread’s Paid Partnership tool to help reach new audiences.
- Check in on Threads insights through the app’s native insights to explore your profile’s followers and performance metrics.
The Bottom Line
Threads won’t be for every brand. But if your target audience is using the platform, it’s a good idea to start growing a presence on Threads if you haven’t already. Don’t be afraid to test out new features as they come along while also testing out various marketing strategies. This is your opportunity to really dig in and find out what tactics work for your brand. The bottom line is that Threads is all about engaging with your target audience. So make sure to focus on joining conversations and replying to comments left on your posts.