Consumers, brands, and other users of X were optimistic when Meta, the company that controls Facebook and Instagram, introduced Threads in July 2023. Twitter, the social media platform that was previously known as Twitter, has been plagued by a variety of issues since Elon Musk’s acquisition, including frequent outages, unpopular updates, layoffs, and the imminent prospect of bankruptcy.
These issues resulted in a significant exodus of both advertisers and users. It is sufficient to assert that the circumstance was ideal for a competitor: a new social media platform that performs all of the functions of X, but more effectively.
Threads appeared to be the source of the solution. Upon its release, the application was perceived as a superior alternative to X, and there was an instantaneous surge in user numbers. The app surpassed ChatGPT’s record for the fastest-growing user base within its first five days, registering more than 100 million new sign-ups.
It appears that X has encountered its counterpart. Alternatively, has it occurred?
In this article, we explore the Threads app, its unique features, and whether it is worthwhile to establish a brand audience on the platform at this juncture.
What Is Threads?
Threads, a new social media platform developed by the Instagram team, is described by Meta as “a novel approach to text sharing.” Similar to X, it was intended to enable users to exchange not only text but also photos, videos, and links. According to Meta, the objective of the social network application is to enable “the sharing and participation in public conversations.”
The app’s immediate success can be largely attributed to two factors:
- At the time of Threads’ introduction, Disgruntled X users were seeking an alternative, as X had implemented numerous unpopular changes.
- Instagram, which boasts more than one billion monthly active users, is associated with Threads. This has simplified the process of registering for Threads; users are required to opt in using their Instagram accounts.
This new social media platform, which was initially exclusively accessible on iOS and Android mobile devices, is now accessible via the web. The Meta Threads app’s previous app-centric experience rendered posting on the app inconvenient, which is why many users were pleased with this update.
Threads users, similar to Twitter users, frequently access the platform while seated at their workstations in front of their computers. Threads users are no longer required to transition between devices with the web application.
Nevertheless, the web application does not offer all of Threads’ capabilities. Fortunately, this is a temporary situation. The Threads by Instagram team has declared that this is merely an early version and that they will soon resolve feature gaps and enhance the app’s functionality.
Is Threads by Instagram a Twitter Competitor?
The Thread app is frequently referred to as a “Twitter rival” and “Twitter competitor” due to its numerous visual and functional similarities to X. However, it has pledged to implement more stringent regulations to mitigate the challenges that X has historically encountered, including toxicity and false news.
Adam Mosseri, the CEO of Instagram, has declared on his Threads account that their primary objective is to “establish a welcoming environment and promote kindness. According to Mosseri, Threads’ target audience is “communities on Instagram that never really embraced Twitter” and “communities on Twitter (and other platforms) that are interested in a less angry forum for discourse, but not the entirety of Twitter.
Threads’ primary differentiator and objective are stress-free interactions and positivity.
This objective is facilitated by the following attributes:
- An algorithm that does not prioritize political or news content
- The capacity to regulate the number of individuals who may respond to or mention you
- A feature that allows users to exclude responses that contain specific words (similar to Instagram)
- When a profile is blocked on Threads, it is also blocked on Instagram.
Therefore, although Threads is perceived as a competitor to Twitter, it is not intended to entirely replace it, as a significant number of users are on X due to their capacity to participate in contentious discussions and express controversial viewpoints on politics and news.
Meta Threads distinguishes itself from X in additional ways, in addition to its objective to serve as an online version of a “public square” that prioritizes positive feelings.
Threads by Instagram vs. X: Feature Comparison
One illustration is the character limit. On X, basic users are permitted to compose tweets that are up to 280 characters in length, including spaces. Conversely, X Premium (formerly known as Twitter Blue) users are permitted to post up to 25,000 characters. In the meantime, Threads permits users to submit posts that are up to 400 characters longer.
Furthermore, the Threads application permits the creation of posts in a carousel format. Users are permitted to contribute a maximum of 10 images or videos. Conversely, X also offers carousel options for both organic and paid content; however, users are restricted to sharing a maximum of six items per post.
Additionally, Thread’s integration with Instagram enables users of this Twitter competitor to:
- Submit a post to their Instagram story.
- Share the posts of other individuals on their feeds.
- Submit posts via Instagram direct message.
Another noteworthy distinction is that Threads does not incorporate hashtags. Nevertheless, Mosseri announced on his Threads account that this feature is imminent, in addition to:
- Graph synchronization
- Messaging
- Fediverse support
Users are required to opt in using their Instagram accounts in order to register for Meta Threads, as previously stated. The default alias of Threads is the Instagram username, as it is associated with Instagram. At present, there is no option to modify the handles of Threads; individuals who desire to do so must also modify their Instagram username.
Nevertheless, Threads and X present two of the most significant distinctions for organizations that employ social media for marketing purposes:
Meta Is Blocking European Users From Accessing Threads, Even Through VPN
In the past, Meta has encountered significant challenges in complying with the rigorous regulations of Europe that regulate transparency, content moderation, and data privacy. The Threads app may collect personal information, including search history and location, for the purpose of ad targeting and may also use this information across products, as outlined in its privacy policy. This is in direct opposition to the Digital Markets Act (DMA) of the European Union.
Threads may not be feasible for brands that are domiciled in the EU or target audiences in European countries at this time. Nevertheless, Threads may still make its way to the EU. “Meta continues to consider Europe an extremely significant market, and we aspire to introduce Threads in the future,” according to a statement they provided to TechCrunch.
There Is No Option To Advertise on Threads
As of the time of writing, there are none. Nevertheless, this is expected to change in the near future, as Meta’s companies depend on advertising for revenue. Brands on Threads are currently utilizing the conversation app to initiate and participate in discussions with their followers.
Ideas for social media engagement on Threads are consistent with the social network app’s objective to establish a positive and welcoming environment. For example, Marvel Entertainment frequently publishes comic strips, shares behind-the-scenes footage from its franchises, and features Marvel fans. This is in stark contrast to the content that the company shares on other platforms, which primarily consists of reposts from the official Facebook and Instagram pages of its numerous franchises.
Coca-Cola is another example, as it is required to post quips and engage with its followers more frequently than it does on X and other platforms.
In contrast, other brands use social media engagement strategies such as partaking in brand-on-brand conversations, giving away products to followers, and posting about humor (e.g., Wendy’s, MoonPie).
The sole alternative at present is organic, which is nevertheless highly effective as a social media engagement strategy. These and other businesses are receiving a significant number of likes, remarks, and reposts on their organic posts.
Should Businesses Use Threads?
It is imperative to demonstrate the superiority of your product when persuading consumers to transfer from your competitor. Has Meta successfully accomplished this with the Threads social network application? Nevertheless, the verdict remains undecided.
The challenges previously mentioned, including Threads’ basic interface and regulatory concerns, may cause brands and marketers to hesitate. Another issue that has caused concern among social media marketing consultants and brands is the post-launch slump: Threads’ engagement has decreased to 82% since its launch. Nevertheless, it is possible that it will recover, as the new web application and the assurance of additional features and an improved user experience are forthcoming.
Although it is premature to predict whether Threads will attract additional users and elevate social media engagement rates, it is still advantageous for organizations that employ social media for marketing purposes to establish an account on the application. Threads is likely to remain, despite its current performance, as it is owned by Meta, a company with substantial resources and a commitment to developing a more user-friendly alternative to Twitter.
To put it simply, the integration of Threads into your digital marketing and social media engagement strategy is a strategic move that positions you at the forefront of the industry.
The following advantages are achieved by brands who become acquainted with the conversation app’s features and establish their audience at the outset:
Opportunities To Reach a Broad Audience:
Instagram users comprise the platform’s inherent audience. Additionally, it has not yet been as completely saturated by businesses as X and other social networks. There are more opportunities to establish a firm presence and capture the attention of potential customers when there is less competition.
According to a study, 64% of consumers desire brands to communicate with them. Additionally, the more intimate nature of Threads enables brands to engage in and sustain conversations with their followers in a more authentic manner.
Cross-Platform Visibility:
Companies that utilize social media for marketing can effortlessly cross-post from Threads to Instagram, thereby enhancing their brand recognition and amplifying their messaging.
Authentic Conversations:
Research indicates that Internet users prioritize brand authenticity, and organizations that satisfy this demand gain a more favorable consumer perception and the confidence of their target audiences.
Threads’ interactive nature and emphasis on communities and conversation enable businesses to engage in discussions, respond to subscribers, and exhibit their personality through posts. This facilitates the development of stronger relationships between brands and their audiences, the demonstration of authenticity, and the enhancement of social media engagement rates.
Brands that intend to transition to Threads (or at least investigate it while maintaining their X profiles) but are uncertain about how to completely capitalize on the application should contemplate collaborating with a social media marketing consultant.
For Threads to be successful, it is essential to have a well-defined strategy and a data-driven approach, as is the case with any social network application. Smart social media marketing consultants recognize the potential of Threads and are informed about the most effective strategies for boosting brand engagement and acquiring followers on social media.
