Why Threads Should Be a Part of Your B2B Marketing Strategy

What Are Businesses Doing on Threads?

Companies world-wide have already begun to adopt Threads into their repertoire of online marketing similar to how Twitter was used. The platform makes generating short-form content easier, paired with the simplified layout Threads invites a wider user base with interest to text-based content, photos, videos and external links. Its layout combines the appeal of Twitter and Instagram into one simplified design.

What Is The Appeal of Threads?

The big Instagram logo at the top right of the screen makes connecting content between platforms much easier and can guide viewers between platforms in a more seamless way. Asking a person to interact with a clickable link is also made easier in Threads. Its connectivity to the users on Instagram gives Threads the potential for greater growth when compared to other new platforms and makes businesses more likely to appeal to a greater audience. In addition, its scroll feature displays one thread at a time, meaning users will spend more time per post and will be more likely to interact with it.

What Does it Mean for Connectivity Between Platforms?

Meta has stated that their plan is to join Threads onto the Fediverse – an interconnected web of online platforms hosting a variety of media where users are displayed through a unique online identity – indicating a potential advantage to using a single company’s service. Perhaps we can expect future platforms from Meta to accommodate each of their own products and produce exclusive benefits not seen on competitor sites.

Who Is On Threads?

The appeal of Threads is that they are a microblogging platformed with specifically tailored characteristics to make the experience more enjoyable and stress-free. Although it is a new platform many users have joined the platform to investigate the hype of its release. People have migrated from Instagram and Twitter to begin posting on the platform, however, the time these users will stay dedicated to the platform is still unknown.

With an ambiguous appeal, Threads hasn’t developed a specific content style yet. The appeal of a new platform has brought many users with an interest in microblogging from Twitter and users focused on visually captivating content from Instagram. Altogether the demographic is likely to be that of the young adult using the platform to provide uncensored opinions and to share ideas unregulated. This is likely to change as Meta introduces more restrictions to regulate content and a method of monetization (likely advertisement).

Currently it looks as though companies have taken to Threads to post similar content as seen on Twitter to appeal to Thread’s younger user base. As such, the majority of posts centre around humour and relatability.

The audience interested in microblogs as opposed to image-focused content have taken to Threads to post about general daily occurrences, thoughts and humorous topics. Overall, it seems as though Threads is being used similarly to Twitter with little to no change in content.

Using Threads

The purpose of Threads is to initiate online conversation. By using this approach, businesses can spread information about their products, future releases, previous collaborations and more directly to their audience. As it stands, the current algorithm is a combination of the users interests and the accounts they follow, relieving users of scrolling fatigue. This type of algorithm is seen as the source of TikTok's success as customer retention time decreases and the quality of expected content improves.

Threads has the unique advantage of encouraging participation within ‘Threads’ and therefore garners customer interaction. Users can go down the rabbit hole adding to the current conversation. By sharing videos and images, customers can explain their thoughts on the company including their experiences and relation to the company. The credibility of the brands identity amongst consumers improves alongside their relevancy amongst the platform, further pushing their content as users continue to interact with it. 

With longer video time (up to 5 minutes) and links, Threads has an emphasis on enabling the compatibility of visual content alongside text. This combination can open doors for a wide variety of new content to be shared, alongside a variety of marketing techniques which aren’t available on shorter video lengths.

How Does Threads Compare with Its Competitors?

There have been several tried and tested Twitter dupes. Although the public disagree with Elon Musk’s changes to the platform no one seems to want to move. With backing from Meta, they are a possible competitor within the market and have the successfully caught the interest of many consumers and businesses. Their initial start has succeeded their predecessors, giving it a positive forecast, and naming it a possible ‘Twitter killer’.