In today's rapidly evolving social media landscape, competition among platforms is fierce. When a new contender emerges, it captures the attention of professionals, especially those of us in public relations who rely on staying informed about the latest trends and tools.
The latest platform to make waves is Threads, Twitter's new competition from Meta. Within just 24 hours of its launch, Threads managed to attract an impressive 30 million registered users. This milestone not only solidifies its position as the latest social app but also raises curiosity about its potential impact.
Over the years, Twitter’s unique microblogging format has grown in popularity and has become a hub for news, trends, discussions and networking. But Elon Musk’s acquisition and push to monetize the app has left many people looking for an alternative, paving the way for Threads.
What Is Threads?
Threads is the newest app built by Instagram's team for sharing real-time updates and joining public conversations. Users can join by logging in with an existing Instagram account and share posts up to 500 characters long with links, photos, videos up to five minutes long and of course replies to turn their posts into a true thread.
Whether Threads will become a dominant force or coexist with Twitter remains to be seen. But its built-in communities with Instagram’s integration and use of an already effective approach to conversations offer a fresh perspective that will undoubtedly influence the way we engage online. It's an exciting time for social media enthusiasts and public relations professionals alike, as we witness the ever-evolving nature of digital communications.
What’s Sew Good
People have been craving community more than ever these past few years and Threads is placing the app’s priority on community building and bonding through real conversations. The app is a great complement to Instagram as both work to aid in public conversations.
If you're confused about what content belongs on Instagram versus Threads, Head of Instagram Adam Mosseri suggests considering what type of conversation you’re looking to hold. If you don’t want the back and forth, the post belongs on Instagram.
Without ads and other promotional posts, brands and ministries can really focus on engaging in organic conversations and responding to their audiences – and even other brands -- with less pressure.
Threads’ interface is extremely similar to Twitter, making the learning curve for this app minimal. It’s also easy to join using an existing Instagram account to get started. The username, verification, bio profile picture and even accounts you follow carry over with the option to customize your Threads profile later.
What Doesn’t Make the Cut
Although Threads has only been live for less than a week, the app isn’t as seamlessly integrated as many would like. One of the pain points is toggling between Instagram and Threads requires you to go back to your profile rather than a button on the navigation bar. Other things that Threads lacks are a desktop version, drafts, hashtag compatibility and a gif keyboard.
Despite Thread’s main purpose of opening conversations, users can’t search for content or trending topics. Currently, the search bar on Threads only helps users find other users.
In Europe, the app has also raised data privacy concerns and remains unavailable to those audiences. According to the app’s own data privacy disclosure, Threads can collect information about a user’s health, finance, contacts, search history, location, and other sensitive information via their digital activity. The app can also forward data to third parties about a user’s sexual orientation, religious and political beliefs, race and ethnicity, body and employment status. Threads has yet to launch ads but the data enrichment from Threads could make Meta Business Ads more valuable.
The app is also facing scrutiny for the inability to delete a Thread account without deleting the Instagram connected to it. In the meantime, users will have to either deactivate their Threads account, which hides their profile and content or set their profile to private.
From a social media manager’s point of view, some of the most important features missing are insights. Without the ability to track reach, engagement, etc.; clients, board members and other decision makers may not see the value of joining another app. Lastly, the app is missing the ability to schedule content in advance and compatibility with social media management platforms like Sprout and Hootsuite.
Should Your Ministry or Brand Use Threads?
Although we would love to give a definitive yes or no answer on whether Threads is worth adding to your social media strategy, only time will tell! But from what we’ve seen thus far, Threads won’t be going anywhere anytime soon. If your brand has an existing Twitter strategy in place, a Threads strategy could mirror that with some content even being repurposed or duplicated – and if you don’t have a strategy in place, now is the perfect time to start one and we’d love to help! To find out how we can help your brand or ministry be seen, known and heard email us at media@alarryross.com.
