This is not a drill. Meta’s alternative to Twitter – Threads – is set to launch on Thursday (July 6th, 2023) and we’re ready for it.
While there have been a whole host of apps that have stepped forward to take over from the original microblogging platform since its apparent implosion in the hands of Elon Musk, none have quite made the mark.
So, what’s going to make Threads any different? Well, it’s going to be piggybacking off Instagram and comes from Meta, which immediately gives it two huge advantages. Only time will tell if it succeeds, but there’s definitely a market need for it.
Threads will be a “text-based conversation” app and a place “where communities come together to discuss everything from the topics you care about today to what’ll be trending tomorrow”. Sound familiar? It’s clearly looking to fill the space that pre-Musk Twitter once occupied, but it will rely on users taking to the platform.
Already appearing in the Apple app and Google Play stores, Threads looks set to use its Meta affiliation to entice users in. Being linked to Instagram means both handles and contacts can be automatically transferred across, skipping much of the usual establishment stage of starting out on a new platform.
Screenshots seen so far of the Threads interface suggest it’s going to look and feel a lot like Twitter and that isn’t a bad thing. After all, people haven’t turned away from Twitter because they don’t like the channel; in reality they’ve been wrenched away from a platform they cherished through its mismanagement.
Twitter advertising has long been an important part of the social marketing mix and Instagram is famously a platform that supports influencer campaigns. If Threads can get the traction necessary, then businesses should be thinking seriously about including it in their marketing strategies.
Promotional text about Threads’ launch states: “Whatever it is you’re interested in, you can follow and connect directly with your favourite creators and others who love the same things – or build a loyal following of your own to share your ideas, opinions and creativity with the world.” That sounds like something many brands will want to be part of.
As with all social media marketing, companies must approach Threads in a professional manner, taking care to present a consistent tone of voice, upholding their values and ethics. Incorporating Threads into marketing campaigns is likely to help boost their reach and improve engagement going forward.
If you’re an Instagram user and you’re intrigued about the latest offering, try typing “threads” into Insta’s search bar and click on the little ticket icon that appears, prior to the launch on Thursday.
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