Threads is a relatively new social media platform that has emerged since X (formerly Twitter) started making changes. Despite its young age, however, it’s already splashed in the social media scene. How can marketers utilize Threads marketing to start a campaign? Here’s everything you need to know.
What is Threads?
Threads is a relatively new social media platform that directly competes with Twitter (X). It works in much the same way. However, instead of an independent company, Threads is owned by Meta—the company that owns Facebook. It launched in July 2023 and has been gaining traction ever since.
Like Twitter, Threads is a microblogging, short-form content social media platform with over 100 million downloads. Unlike Twitter, though, Threads is decentralized. Users can take charge of their privacy settings and have more control over the content they see on their feeds. As such, users have near-complete control over what they consume and post.
The Demographic: Who Uses Threads
Before you market on Threads, it’s important to know the demographic. Once you understand who’s using the platform, you can more easily determine how Threads marketing works.
Firstly, it’s important to note that around 68% of Threads users are male, while 32% are female. In addition, a big chunk of the platform’s users are Gen Z. Furthermore, 96% of Threads users also use Instagram, and around 80% also use WhatsApp.
Additionally, Threads is particularly popular in select countries, including the UK, Mexico, Japan, India, and Brazil. As the platform’s popularity grows, Mark Zuckerberg has claimed that the app has the potential to reach a billion users soon.
What to Know About Threads Before Starting
The marketing strategy for Threads is a lot like Twitter. Here are some things about the app you should know before you dive in:
The Character Limit
Like Twitter (X), Threads has a character limit for all its posts. Users can only write 500 characters in each text-based post. Nevertheless, you can quote, repost, and respond to each post like you would on Twitter.
Account Status
Threads accounts can be either public or private. Each Threads account is automatically verified if you sign up through Instagram. After verification, the account will have a blue tick as evidence.
No Stories
Unlike X or Instagram, Threads does not have a dedicated Stories feature. However, you can share your Threads on Instagram for better cross-promotion and engagement.
Curation
Threads allow users to create or curate groups to personalize conversations. These “close friends circles” allow you to share targeted content that might interest a certain set of people.
How to Market on Threads
Unfortunately, Threads does not currently have a paid advertising feature. Thus, you’ll have to put your Threads marketing campaign on hold. It is set to release sometime in the latter half of 2024, but offering meaningful content is the best way to boost your engagement right now. Companies can also leverage influencer marketing to increase their engagement.
Nevertheless, if you want to increase your brand awareness through the platform, it’s pretty easy to create an account. All you need to do is download the app and log in with your Instagram credentials. If you already have an Instagram account, you should be able to find the Threads icon on your profile, where you can get started.
After logging in, create your profile. Add info in your bio and upload your profile photo. You can also set your privacy preferences during this phase. Of course, as a public brand or company, you might want to publicize your account so people can see your content. Afterward, all that’s left is to start posting and increasing engagement.
How to Increase Engagement on Threads
If you’re new to Threads marketing, here are six tips that might help you boost engagement early on:
1. Invite Your Audience
Threads is not as widespread as other social networks. Hence, inviting your audience to follow you on the platform is important. You can post a simple announcement on your Facebook, Instagram, or Twitter page. Remember, a post with photos or videos catches people’s attention more.
Additionally, you can embed a Threads button into your website or main social media page. This can help others already on the platform find your account.
2. Engage With Users
Interactivity is one of the main ways you can boost engagement. Consider posting interactive content and engaging with other users on the app. The app already has a bunch of interactive features like polls and questions. However, you can get more creative by posting puzzles, challenges, and even games.
3. Communicate
Threads marketing should focus on communication and conversation — the app’s whole point. Establish two-way interactions with existing and potential consumers. Reply to questions, leave comments, and repost others’ content where appropriate. This can help you build trust and foster better relationships with your audience.
4. Tag Themes to Threads
TikTok is powerful as it has sub-toks that can categorize content around specific topics. That is why the app is so powerful for marketing. Like TikTok, you can establish a themed thread on Threads with a tag to match your niche. Doing so will allow you to set trends and help others engage more with your posts.
5. Be Real and Stick to Your Brand
Threads is a place of authenticity. While on the app, make sure to maintain a friendly tone of voice and remain authentic. You can also be more creative while engaging with other users. After all, emotional marketing is powerful and can drive word-of-mouth.
6. Use Visuals in Your Posts
Visual content is more engaging and inviting than text posts. Hence, including all kinds of visuals in your posts is crucial. This could be a simple GIF or photo. You can also add variety to your posts by posting infographics, animations, photo carousels, tables, graphs, videos, and screenshots.
Of course, this doesn’t mean you should neglect text. Threads is, after all, a text-based platform. When posting on the app, make sure to use the 40-60 visual-to-text ratio.
7. Get in Touch with Influencers
Influencers are powerful and are very open to collaboration. Leverage your influence by partnering with those who can increase your brand’s exposure. Choose influencers from your niche, run a background check to ensure their values align with your brand’s, and try out several kinds of influencer content. These include product reviews, unboxing videos, giveaways, and sponsored posts.
While Threads does not yet have ads or ad-specific features, you can still track progress and success by counting the number of comments, likes, reposts, and sales.
Start Posting on Threads Today
Threads marketing is far from easy, especially since the app has yet to release advertising features. Nonetheless, brands should get a head start on building their audience on the platform, which is increasing in downloads. Pretty soon, Threads might become a legitimate competitor on par with Twitter.
Tanner Grey provides various digital marketing services to brands everywhere. Call us now at 844.500.1339 or contact us online for more info!
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