Threads App: Do You Need to Use It?

Threads has been around for a few months now. So, is it worth using or not?

In July of 2023, Mark Zuckerberg and his team at META created a new microblogging platform—Threads. Attached to the Instagram app, Threads allows users to share real-time updates in the form of 500-character posts, links, photos, and videos up to five minutes long.

If you or your business aren’t on Threads yet, the question remains: should you be? There are a few things to consider:

1. Who is Your Audience?

When thinking about venturing into new platforms, one thing to consider is the audience you’re marketing to. Threads was created in response to decreasing numbers on X (previously known as “Twitter”), as META was looking to capitalize on users searching for a new place to engage in open conversation. The audience Threads attracts is primarily young, mostly Gen Z. If that doesn’t sound like your audience, Threads may not be the right choice for your business.

2. What Content Does Your Audience Engage With?

Take into consideration what content and platforms your audience already enjoys. Is your company active on X? Is microblogging something they are receptive to and apt to interact with? Do they interact more with visual content, such as that found on Instagram? Figuring out what form of media fits your audience’s interests can help you to identify if a new social platform such as Threads is worth investing time in or not. 

3. What Are the Benefits of Using New Platforms?

When deciding if a new form of social media is right for your business, it is important to look at how the features of the platform would benefit you and slot in with your pre-existing social media. Threads allows you to connect with your Instagram followers but in a new way. You can engage with all of your same audience, but with less of an emphasis on the visual content. 

For example, if your business’ Instagram has high engagement but utilizes a curated feed, Threads would be a way to communicate information, photos, or ideas that don’t fit into your normal posts, but will still reach that same, active audience. Using Threads can also cut out the middle man when it comes to linked content, allowing your links to live within their own posts and get more interaction and engagement. 

4. Is This a Trend, or a Long-Term Solution?

The last thing to take into consideration before opening a new account is the cycle of trends. When platforms are first launched, they tend to get a lot of interaction because of their newness. Early reports on Threads indicate that its numbers are dwindling already since its initial launch, and will likely continue on a downward trend. Creating new social media is a large time investment––think of the strategy, graphics, copy, and nurturing your follower base.All of this may not be worth it if the app does not show longevity. With an 80% drop in daily users, Threads might not be the most successful platform to jump into without a specific reason. 

If you, however, decide that Threads is right for your business, it will offer an entirely new space to interact with your audience. So, now is as good time as any to start brainstorming ways you could diversify your content on this new platform. 

Still have questions? We’re here to help you reach your audience and navigate social media advertising. Connect with us to learn more.