On July 1, Elon Musk tweeted that non-verified users will only be able to read 600 tweets per day. As a result, limiting the majority of Twitter users. Not long after, on July 5, Threads, a social media app linked to Instagram, was launched.
Since Meta's release of the Instagram Threads, it has been rivaling Twitter with the number of users increasing each day and dubbed the "Twitter Killer."
However, as an entrepreneur relying on social media for your business, you might be thinking: Should my business be on Threads?
Like with every business decision, there are pros and cons to joining the latest social networking wagon. Before you jump in, remember, your time is money. So, in this article, we will share what you need to know about Threads and help you make an informed decision for yourself.
According to Mark Zuckerberg, the founder of Meta, Threads is an open and friendly public space for conversation. Built by the team behind Instagram, it also offers the best parts of a photo-sharing platform and creates a fresh experience
In addition, it automatically follows the same people as your Instagram, making it easy for many users to build followings right away. This immediately addresses one of the key concerns that many users face when migrating to a new platform—losing connections that you have built over time.
What are the Pros and Cons of Threads for Business?
With that said, as a business, there are a couple of things you need to understand and carefully consider about Threads. Specifically, the benefits and drawbacks if or when you do join Threads.
Pros
Enhanced Organic Engagement
In recent years, social platforms have witnessed a decline in organic reach. For instance, Facebook experienced only 0.07% of engagement with the average post. Similarly, Instagram and Twitter have experienced a drop in reach as well.
On the other hand, given its latest popularity, Threads is highly sought-after for its organic appeal. Within two days of its launch, the "Twitter Killer" has amassed a staggering 70 million downloads and 49.3 million active daily users.
While the new social platform is in its early stages, brands are eagerly competing for a first-mover advantage and showing impressive results. Many brands have seen an immediate surge in followers and organic engagement.
Audience Reach
Threads has seen rapid growth, with over a million users and counting within a day of its launch. If your target audience is the youth, then is an especially awesome resource to connect with them.
On average, the ones who use social media frequently are mostly Gen Z and Millennials. Moreover, they are also the early adopters if there are new platforms—such as the case when Threads was launched.
If your focus is reach and engagement, then Threads provides a great opportunity to reach out and connect with your audience in a way that feels natural and appealing to them.
Experiment with a New Channel
Given that Instagram Threads is primarily text-based, you need to develop a different strategy and tailor-fit your content based on the platform's format, features, and the preferences of its audience.
Even so, since it is new and a micro-blogging platform, this presents you with an avenue to run experiments on other ways to engage with your audience. It may even, potentially, open opportunities to connect with amazing collaborators that will help you tap an audience base outside of your present base.
Seamless Integration with Metaverse
One of the biggest benefits of Threads is its seamless integration.
As mentioned earlier, one of the biggest concerns for most users with a new social networking platform is the loss of connections. This can be a bigger concern for small businesses or startups with a fledgling audience base.
Unlike some platforms, where you need to start from scratch, Threads is linked to Instagram. This means, you can create a Threads account with your Instagram credentials and everything will be carried over—including your verification badges, branding collaterals (such as your profile picture, handle, and bio), and your followers.
This means you already possess valuable familiarity and loyalty to your brand when you do choose to add Threads to your list of marketing avenues.
Make Marketing Easier
Marketing becomes easy with Threads' existing connections on other platforms. Since it is under Meta's umbrella, we can expect that a suite of marketing tools much like Instagram and Facebook may just be around the corner.
Furthermore, Threads naturally appeals to most businesses and marketers because of "Meta's trinity." Within Meta's network, between the new app, Facebook, and Instagram, you have more freedom and reach to communicate and engage with your audience.
In addition, if you adopt the same approach, wherein you can customize your Threads content based on your audience's Facebook and Instagram activity, this will (potentially) give you a competitive edge.
Protect Brands
In the past, the blue tick on a Twitter user's profile was based on the account's worthiness and authenticity. However, with Musk's reforms, this verification process is a privilege that can be paid for.
For a business and users, this was a loss of trust.
However, Threads, much like Meta's suite of apps, still retains its robust verification process. If you already have the iconic blue tick on your Instagram profile this will be carried over. This protects brands and, more importantly, reassures your audience and customers of your brand's trustworthiness and authenticity.
Cons
Distract from Core Goals
Threads is relatively new and popular because it is a direct competitor to Twitter. You may be influenced by the "shiny object syndrome" since its number of users continues to grow.
Consequently, even though you already have a clear vision of your target customer, and preferred marketing approach, adding Threads to your list of avenues may hinder your brand's long-term success.
In addition, even though the app is popular now there is no guarantee yet that people will stay in the long run. This means diverting your attention from what you have already tried and tested may set you back instead.
Costs Energy
Even though Threads is mainly text-based, you will still need a considerable amount of energy in building your following, creating content, and engaging with your audience. Like other platforms, Threads will demand consistent and continuous activity for your profile to grow.
The time and energy you invest in Threads takes away from other important business activities, such as sales calls, team management, or valuable meeting time. That is why you must consider if there are better ways to maximize your time and get the results you want for your business to grow.
Limited Marketing Capabilities
It is important to note that Threads is too new to gather data on its average user demographic.
Unlike Twitter, the app currently lacks certain functionalities such as features that allow filtering and categorization of content or enable to group of related posts into a single feed.
Moreover, it also has limited performance data and audience insights. While the platform shows likes, replies, and follows, essential KPIs like impressions and engagement rate are lacking which makes it challenging to assess success and return on investment (ROI). There are also no data-backed insights on the average audience demographic and use cases of the platform.
Is it the right fit for your business?
Given its present novelty and situation, jumping in the Instagram Threads wagon now may only present short-term gains. Its long-term gains may be up in the air at the moment.
Even so, if you are set on joining, then consider the following questions:
- Did your brand have a Twitter account?
- Did your business benefit from marketing on Twitter?
- Do you have an existing Instagram account?
- Do you have a large following on Instagram?
However, if you are waiting and watching as of the moment, then it is encouraged that you still explore and research Threads. Track how the app evolves and the actions of your competition and peers.
Author Bio: Flexisource IT provides a gateway to top-caliber fully managed IT teams dedicated to servicing Australian businesses and startups to scale up and grow rapidly.
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