DOES THREADS FIT INTO YOUR SOCIAL MEDIA STRATEGY?

Last year, Instagram launched Threads, a response to Twitter (or X), which sparked a lot of curiosity and excitement. It has, however, also spurred discussions over whether it is practical for businesses. It can be tempting to hop on these flashy new social media platforms, as with any new one, but you should think about whether and how they can support your overall business objectives.

However, let’s define Threads first. A relatively new social media platform called Threads was created by Meta in 2019 and is intended for publishing brief text and image updates as well as participating in public discussions.

The app had a phenomenal launch, with 30 million downloads on the first day, shooting up to 70 million in a matter of days, and an astounding 100 million in a week. Everyone took notice of this triumph, including Elon Musk, the new owner of X.

Many users have switched to Threads as an alternative social network as X has seen a sharp decline in users and engagement following changes to its policies and practices regarding account management.

The parallels between Threads and X, including their functions and interface, as well as questions about who should use the platform and how, are the subject of some debate.

That being said, let us examine the suitability of Threads for both B2C and B2B.

SUMMARY FOR B2C

Threads might work well in your social media strategy for B2C companies who want to build ties with their customers and show off their personality. At STAXO, we’ve seen some incredible material from brands who use pop culture references and memes (which, incidentally, Thrive on Threads!) to emotionally connect with their audience. This is wonderful for long-term engagement and loyalty, as we all know.

Brands with a large Instagram following should make use of Threads’ “import all” option, which enables accounts to transfer over their details and following data. This is especially important in light of the recent general decrease in Instagram engagement. This special function can present a chance for B2C companies to keep followers engaged and build more genuine relationships with them.

SUGGESTIONS FOR B2B

That being said, B2B encounters certain difficulties with Threads. The primary one is that content from accounts you don’t follow frequently appears in your feed. We believe the app employs an algorithm that’s similar to Instagram’s in order to predict what you’ll find interesting based on your interactions and activity. This may make it a little harder to keep up with industry developments, participate in pertinent conversations, successfully network, or simply get in front of your intended audience.

Threads is also not a venue for direct sales. Since the platform doesn’t yet have any advertising capabilities, it fosters a more intimate and community-focused atmosphere that is perfect for showcasing your company’s unique identity, keeping in touch, and building relationships without depending on pushy sales techniques.

Therefore, consider whether strengthening customer relationships and brand impression is in accordance with your objectives before asking your social media management team to use Threads in your online marketing mix. If not, you generally shouldn’t be using Threads at this time.

“You can’t improve something if you can’t measure it.”

Although the platform is still in its early phases, B2C and B2B should take into account the lack of reporting and analytics tools as a last and very important consideration before joining Threads. This, as you might anticipate, makes it impossible to track performance, providing very little to no visibility into successes and failures. It’s a marketer’s worst nightmare! Thus, be ready to either manually track your content and engagement or invest in an external analytics platform.

While we at STAXO are always intrigued and motivated by new competitors in the digital marketing space, consider how they will advance your company’s objectives and help you reach your goals before incorporating them into your plan.

langham_logo-optimised
nexus_logo-optimised
whiskey_logo-optimised
image-61
image-60
nexus_logo-optimised
langham_logo-optimised
whiskey_logo-optimised
image-60
image-61

The commitment they showed, and their understanding of our requirements was far superior to any other company in the panel, including large multinationals, and they were selected.

Motis

Ralph Lucas, Programme Director