Threads for Business: What Marketers Need to Know

The newest platform to take the social media world by storm is Threads. The new app from  Meta was launched officially on 5th July and offers a new space for sharing text updates and joining in with public conversations. Like all social platforms, it presents brands with an opportunity to engage and interact with their customers and audience. 

That being said, it won't be right for every business, so it’s important to consider if it will fit with your company’s marketing strategy. To help you make this decision, we will cover what Threads is, how businesses can use Threads, the benefits of Threads and the types of content that businesses can post on Threads. 

So, what is Threads? 

Threads is a social media platform that allows users to post and share text, images, and videos, while also providing features such as replies, reposts, and likes to engage with other users' content. With very similar functionality, features and overall look, it is the newest kid on the block to rival Twitter and already has gained immense traction with over 30 million sign ups on just day one of its launch.

Because Threads is owned by Instagram, only those who have an Instagram account can create a Threads account, using the same handle across both. Because of this close integration, it offers a new feature where users can easily share across platforms, allowing them to share posts from Threads directly to their Instagram stories. 

Like Instagram, your feed on Threads will include Threads posted by users you follow, and also include content from users you haven’t yet followed. Each post has a limit of 500 characters  (much longer than Twitter's limit of 280) and can be accompanied by links, photos and videos up to 5 minutes in length. At the moment, there is no desktop version of Threads, only a downloadable app for mobile but we expect this to be rectified once further development has been made to the product. 

How to create a Threads account 

Joining is relatively straightforward provided you already have an Instagram account. If you don’t, you will need to create an Instagram account first. Here is a step by step guide to joining Threads:

1. Download the app: Go to your mobile devices app store (Google Play Store for Android or App Store for iOS) and search for "Threads from Instagram." Download and install the app on your device.
   
   
2. Log in: On the launch screen, it will automatically pull in your Instagram details (provided you are logged into Instagram on that device). Depending on your privacy and security settings, you might need to approve and verify the login attempt within your Instagram account directly.
   
   
3. Set up your profile: Follow the on-screen instructions to set up your Threads profile. Here you can decide if you want a public or private profile. Note you can set your Threads account to public, while keeping your Instagram private, and vice versa.  You can also select if you want to follow the same accounts that you follow on Instagram and you can upload a new profile picture or import directly from your Instagram. 
   
   
4. Start using Threads: Once your profile is set up, you can start using Threads to connect with your audience and start sharing updates, photos, and videos.
   
   

Benefits of Threads for Business 

Threads offer several benefits for businesses in their social media strategy. Here are some of the key advantages of using Threads:

Increased engagement

Threads encourages audience engagement by providing a structured and interactive format. By inviting comments, questions, or participation in discussions within the Thread, businesses can foster a sense of community and encourage their audience to actively engage with them through their Threads content. Well-crafted and engaging Threads have the potential to go viral or gain significant traction. When users find value in a Thread, they are more likely to share it with their own followers, increasing the visibility and reach of the business's content and message.

Detailed information sharing

Threads enable businesses to provide in-depth information about their offerings and allows businesses to craft a narrative around their brand or products, highlighting their unique features, values, or customer success stories. Multiple posts can cover a specific aspect or feature, allowing for a more comprehensive explanation. This is particularly beneficial for complex topics or when businesses want to showcase the unique value of their products or services.

Repurposing existing content

Threads offers an opportunity to repurpose existing content in a more accessible format. Businesses can take longer-form content, like blog posts, and break them down into smaller posts. This allows them to reach a wider audience and extend the lifespan of content by presenting it in a new and engaging way.

Cross-platform visibility

Threads offers seamless integration with Instagram, allowing you to share your Threads posts directly to your Instagram Stories. This cross-platform visibility enables you to maximise your content distribution and engage with a wider range of followers across different social media channels. 

Brand positioning and expertise

By sharing informative and valuable content through Threads, businesses can position themselves as experts in their industry. Threads provides a platform for businesses to start conversations with their target audience,  educate, share insights, and demonstrate their knowledge, which can enhance their credibility and authority in the market. 

Deliver customer service

The platform allows direct two-way communication with your customers. Because it's a public interaction with currently no DM feature, if you respond well and resolve customer queries effectively,  it will show your business in a positive light    

Cultivate a brand community

With the ease of conversation between brands and consumers, one of the major benefits of using Threads is for building and cultivating your brand community. Businesses can use the platform to start and join in on relevant conversations, engage with their community and build a loyal following.

Increased visibility and reach

Well-crafted and engaging Threads have the potential to go viral or gain significant traction. When users find value in a Thread, they are more likely to share it with their own followers, increasing the visibility and reach of the business's content and message.

Examples of what content to post on Threads 

Threads can be a valuable tool for businesses in their social media strategy, allowing them to engage with their audience, provide detailed information, and create a narrative around a specific topic. Since it is a very new app, there are still a lot of unknowns in regards to what types of content will resonate best with users on Threads. Deciding what type of content to share on your Threads account will differ depending on the industry, product offering and brand personality. 

Here are a few examples of what businesses can post on threads:

• Product or service features
  Highlight different features of your products or services in separate posts. Explain how each feature adds value and benefits your customers. You can provide images or videos to go alongside these types of posts. 
  
  
• How-to guides
  Create a step-by-step guide on how to use your product or accomplish a task related to your industry. Break down the process into individual posts, providing clear instructions and visuals if necessary.
  
  
• Animated GIFs
  Animated GIFs instantly draw the eye and are often used in humorous contexts which tend to elicit a response. It also shows the humorous side of your brand and highlights your brand personality.
  
  
• Behind-the-scenes
  Offer a sneak peek into your business by sharing behind-the-scenes content. Show your team working, share stories from your workplace, or reveal the process of creating your products or delivering your services.
  
  
• Case studies or success stories
  Share real-life examples of how your product or service has made a positive impact on your customers. Showcase success stories and demonstrate the value you provide.
  
  
• Industry insights
  Share your expertise and knowledge about your industry. Post insightful tips, trends, or predictions related to your field, positioning yourself as an authority and providing valuable information to your audience.
  
  
• Q&A sessions
  Host a Q&A session within a Thread where you invite your audience to ask questions. Respond to their queries in separate posts, offering detailed and helpful answers. Or you can ask a question and ask your followers to give their own opinions. Just remember to keep the question fairly simple or easy to answer – if it requires too much work you’re likely to lose people. 
  
  
• Customer testimonials
  Share testimonials or reviews from satisfied customers. Break them down into separate posts, highlighting different aspects of their positive experiences.
  
  
• Updates and announcements
  Keep your followers updated on what’s new in your company, for example, product releases, upcoming events, sales, or special offers or share relevant industry news that you think your followers would find interesting.
  
  
• Quotes
  Quotes are a chance to provide a quick burst of content that can be both engaging and shareable. Conduct interviews with industry experts or influencers and share valuable insights, quotes, or highlights from the conversation in separate posts. Inspirational, humorous, or thought-provoking quotes will usually resonate with audiences.
  
  
• Educational content
  Share informative content related to your niche. This could include infographics, statistics, educational articles, or videos. Break down the content into smaller posts to make it more digestible.

Key considerations for businesses using Threads 

Before incorporating Threads into your strategy, don’t forget to consider the following:

1. Instagram account requirement: To utilise Threads, having an Instagram account is a prerequisite.
2. Direct messaging: Threads currently lacks a direct messaging function. However, if customers engage with you on Threads, you can still reach out to them via Instagram's direct messaging feature.
3. Character limit: Each post within Threads is limited to 500 characters, so aim to create concise and impactful messaging. 
4. Absence of hashtags: Currently, Threads does not support the use of hashtags, limiting their effectiveness as a discoverability tool. At the moment, users can only use the search tool to look up other users – both those they already follow and those they don't follow.
5. Account deactivation: Once you create a Threads account, deactivating it is the only available option if you decide to stop using the platform. Permanent removal of the account is not possible unless you delete your entire Instagram account. 
6. Advertising opportunities: At the moment, Threads is ad-free and you can’t promote your posts either. We suspect this is likely to change in the future as it is still in the early development stages. Alongside the lack of ads, there’s no trending section or an explore page. 

Threads presents an exciting opportunity for businesses to thrive in the ever-changing social media landscape. With its unique features and strategic advantages, this powerful platform offers a valuable avenue to engage with audiences, promote products and services, and build brand awareness. By understanding and experimenting with the type of content, considering key factors such as target demographics and market trends, and harnessing the platform's capabilities effectively, businesses have the opportunity to unlock tremendous growth and success. 

Track and visualise your KPIs on a real-time dashboard with Hurree. Get started with your free trial today and discover how to truly harness the power of analytics and transform your company reporting using cross-platform dashboards. If you have any questions then feel free to reach out to contact@hurree.co, we'd be happy to answer them!