Is Threads worth it
for businesses?

In early July, Facebook and Instagram’s parent company Meta launched its new social media platform, Threads, an Instagram-connected microblogging channel for sharing text updates, photos, and videos and joining public conversations.

Sounds familiar?

The new platform that shares some key attributes with X (formerly known as Twitter) became an overnight success, hitting 100 million users in its first five days of existence.

The launch of Threads – referred to as the "Twitter Killer" by some tech junkies – seems like a strategic move by Meta CEO Mark Zuckerberg to compete directly with the drama-filled Twittersphere that has experienced a mass exit of users and advertisers – and a rise in antisemitic tweets and slurs against gay and trans persons – since Elon Musk's takeover in October last year.

Rough times – and maybe the reasons behind the X rebranding.

Needless to say, it's not exactly doing any favours to the relationship between the two multi-billionaire rivals engaged in a long-running bizarre and embarrassing feud.

Zuckerberg himself points out that Threads is a pivotal component of Meta’s overarching goal to create a metaverse of interconnected technologies, redefining how people interact and collaborate online.

What Threads can do for B2B brandsWhat Threads can do for B2B brands

Threads is still very much in its infancy, meaning it’s not yet badly affected by bots, unfettered misinformation, and hate speech. But it also means it holds a limited user base and revenue streams. Threads, as it stands, does not support advertising but will reportedly be getting Instagram’s branded content tools eventually.

The new platform shares a lot of functionalities with X but allows for longer messages of up to 500 characters. Threads enables businesses to establish direct and authentic conversations with followers, share exclusive content with customers, create strategic alliances with relevant influencers, and build communities around specific topics of interest to establish thought leadership, a key differentiator in the world of B2B. Like other social networks, Threads also offers audience segmentation capabilities.

But one of the main advantages is its deep and direct connection with Instagram, allowing users to leverage established audiences and transition them into Threads conversations. That connection, however, also means it's not possible to delete a Threads account without deleting your Instagram account in the process – just a little heads up.

If you are considering a venture into this new social media landscape, start by asking and answering yourself the following fundamental questions:
 

Does it fit with your overall marketing strategy?

If you’re in an experimentation phase, it might make sense to add another platform into the mix. However, if you already know where to meet your audience but your current efforts aren't helping you get the desired results, seeking new territory instead of maximising the potential of existing channels might be a waste of precious energy.
 

Do you even have the time and resources for it?

Just being there isn’t enough. You must actively engage and make your voice heard – which requires time and effort.
 

And finally, how are you doing right now?

If you’re already doing great and business is flourishing, seeking new social media pastures might not make much sense.

It’s still too early to tell if Threads is the next big thing or a passing fad. The future is uncertain, but there’s definitely something interesting here.

As of July 2023, Threads is available in over 100 countries, including the UK, United States, and Japan. Due to regulatory implications, it's not yet available in the European Union.

Sources: Tech Digest, Medium (venture.circuit.ooo), Forbes, and Forbes (2)