Meta’s Threads in 2024: Is it worth using for Brands or Professionals?

Threads launched on July 5, 2023 as a new text-based social media platform connected with (fellow Meta company) Instagram with the intent to compete with Twitter/X. Threads had one of the most successful app launch campaigns of all time, with over 100 million users signing up within 5 days of its launch. Growth slowed drastically in the following weeks and months, however as of July 2024 Threads as over 150 million monthly active users. So is Threads worth using for you or your business?

On July 9,2024 Etienne Blanc, Product Marketing Manager at Threads was featured on a webinar with Buffer to share more information about the platform and discuss some of the features that users and brands could leverage to build their presence on Threads.

One of the most polarizing topics when it comes to any social network is about the algorithms. How does it work? How can it be optimized?

One of the most significant considerations that may draw more users to Threads would be that it is fully-integrated with Instagram and Facebook. Users need to start their Threads account via their existing Instagram account, which is seamlessly connected and visibly linked on every Threads account. Threads has recently introduced cross posting between Threads, Instagram and Facebook, making it easy for users to select which of the platforms the they would want to create a post on and easily crosspost it without having to visit the other networks. This is incredibly helpful for optimizing the visibility of the content that users produce and allows them to save time in the process!

Blanc mentioned that the algorithms take signals from user activity on Threads as well as Instagram and Facebook to compile the content that users see in their feeds. This could theoretically boost optimization on both platforms. Posts from Threads are also occasionally displayed in Instagram feeds as a way to get more users on the platform and feature content that the algorithm thinks each individual user may be interested in.

Blanc recommended focusing on creating engaging content as the primary way to build a following and engaged network on Threads. This is also common advice for Instagram users, but Blanc specifically highlighted Reply’s as one of three most important factors for the algorithm, as starting a conversation is shown to significantly increase visibility. Conversations can be started by asking for opinions, entering new conversations, or creating content that features a question. Content forms on Threads include text, photo, video GIF’s, polls, voice and quote posts. Posts can include a tag, which is what would be considered a hashtag on other networks. Each post can only have 1 tag, but it is searchable, therefore providing an opportunity for post discoverability and optimization. Blanc didn’t recommend a specific post frequency for Threads, but he did say that posting and interacting consistently would be advised.

Since Threads is connected to Instagram, it creates an opportunity for Brands and Professionals to go deeper than what would typically be posted on Instagram. Behind-the-scenes, polls, more informative and long form posts could compliment the content that is already being shared on Instagram and could help to drive traffic on both sides, while helping along the buyer’s journey and potentially creating brand evangelists.

Blanc also noted that Threads is integrated with the Fediverse, a collection of social networking websites that support the ActivityPub protocol and whose users can interact across multiple platforms. It is a more decentralized social network structure, that could create the opportunity for enhanced visibility across platforms and it is something that brands should research and consider.

Threads has only been active for just over one year, but with over 150 million active users as well as the backing of Meta and the infrastructure via Instagram, the platform has significant long-term potential and can be used by brands and professionals to boost their digital brand and share a complimentary social experience alongside Instagram and Facebook.

Andrew C. Belton, MBA is a Marketing and Licensed Financial Services Professional, Writer and Owner of Symmetrical Media Marketing where he helps small businesses to create effective digital marketing strategies. He has been featured in LinkedIn News, LinkedIn Pulse, Startup Stash, Venture and Business2Community. He is a Philadelphia native, West Chester University of Pennsylvania graduate and is passionate about helping small businesses, education and challenging the limits of technology and communications.