Threads may be new on the social media scene, but it has made some serious noise in a short space of time!

Positioning itself as the alternative to Twitter (X), this Meta-owned microblogging platform currently boasts more than 100 million downloads—with more joining the party each day.

Since its launch in July 2023 and expansion into the EU in December, Threads has gotten off to a flying start. But, will its success endure beyond the initial enthusiasm for this new platform on the block? And will it prove to be a bite-sized social media marketing tool that offers a real return on investment (ROI)?

What is Threads?

Created by Meta, Threads is a short-form content-style social media platform that many see as the forward-thinking alternative to Twitter.

The Threads platform is in many ways like the platform formerly known as Twitter (which is now simply named ‘X’) in terms of feel and functionality. However, one of the key differences is that it’s decentralized. This means that rather than being regulated by one central entity, users can take charge of their privacy settings as well as the way they view, create, and interact with the content on their feed. A social media platform fit for the age of the Metaverse, Threads gives creators as well as personal users complete autonomy over what they create, and consume.

Since Elon Musk acquired X, and we’re still figuring out how the platform will change, droves of users are flocking to Threads as a better alternative.

Who Is Using Threads?

So far, Threads appears to attract users from a fairly broad range of demographics. However, there’s a bit of a skew when it comes to gender. In fact, according to one study, around 68% of users are male and 32% are females.

What’s also striking is that while users from all key user demographics use Threads, the bulk of the platform’s user base are Gen Zers.

96% of the platform’s users also frequently use the Meta-owned Instagram (which is a given, really), with 80% also being highly engaged on WhatsApp.

Threads has shown to be particularly popular in India, Brazil, Mexico, Japan, and the UK. With the platform finally opening up to EU countries in December 2023, a market of almost half a billion was newly available, with the platform potentially seeing about 40 million more users per month, according to The Wall Street Journal.

Threads’ rise has been pretty monumental so far, with Mark Zuckerberg claiming that the app has a solid chance of reaching a billion users in the not-too-distant future.

Threads has positioned itself as a platform to empower content creators. And while its leadership team states that Threads doesn’t exist to amplify news, it’s also not anti-news. As such, Threads blocked user searches for the terms ‘COVID’, ‘long COVID’, and ‘vaccinations’, but is expected to lift these restrictions soon. One of the reasons may be a bid to improve platform engagement by creating a more open, conversational space.

Despite its current neutral stance on news, just days after the Israel-Hamas conflict erupted, droves of reporters began to share key updates on Threads, making it an outlet for current affairs.

At this point in the game, it appears that Threads, while still behind X in terms of overall numbers, is outperforming X in terms of downloads. The platform is on a steady rise – and if harnessed the right way, it could offer a treasure trove of brand-boosting benefits.

How to Create a Strategy for Threads

To get the best value from your Threads content, you need to think strategically. Having a clear-cut strategy that consists of looking, listening, testing, trial, error, and lots of creativity will earn you consistent engagement while amplifying your platform reach.

Here are some tips to help you craft an effective Threads strategy:

  • Get started and try it out: Brands should at least have a presence there, even if it’s to grab a username because user numbers will increase in 2024. This is the time to experiment with the platform. So, if you create an account and start interacting on the platform, you’re halfway there. (Find out more about establishing a presence on Threads in our Trends webinar.)
  • Sit, watch, and listen: See what your competitors are doing, as well as other brands or sectors you’re interested in that have nothing to do with your industry.
  • Think creatively: To build your audience and stand out on Threads, you need to be creative. By leveraging a balanced mix of the platform’s best engagement options (more on that soon) and content formats, you will spark interest and start making promotional waves.

Conclusion: Marketing with Threads

Threads is a platform on the rise. Despite having many functional and aesthetic crossovers with X, this new kid on the microblogging block offers the potential to tap into tight-knit communities that are likely to respond to what you have to say.

Jump on the crest of this trending wave, approach your content strategy with care, and you stand a chance of gaining an edge on the social media marketing pack.

 

Source: Digital Marketing Institute