Is Instagram Threads Hype Or Help For Your Social Media Strategy?

On July 5, 2023, Meta introduced a new social media platform Threads. Threads is an app from Instagram where users post threads of short pieces of text, photos, videos, and links, reply, and follow other users they’re interested in. Like other social networks users have profiles, but what’s unique about Threads is that it’s quick and easy to create a new account by importing your Instagram account and profile.

Meta Introduced Instagram Threads on July 5th, 2023 as a new app for short text conversations.

Because Threads limits posts to 500 characters, photos, links, and videos under 5 minutes, I consider it a microblog. It is designed more for sharing text updates to participate in real-time public conversations comparable to Twitter (X) versus its parent photo-focused sharing app Instagram.

The Threads feed includes threads posted by people you follow and recommended content from creators you haven’t discovered yet – an AI algorithm like TikTok’s For You. After requests from early users, Threads recently introduced a new Following feed tab to see chronological posts from people you follow similar to Twitter’s (X’s) For You and Following tabs.

The First Week of Signups Were Impressive.

Brands, celebrities, and influencers found the Instagram connection especially appealing in being able to bring their Instagram followers with them. It’s less of a barrier than building everything up from scratch like other new social platforms. This could be part of the reason for the platform’s early success of reaching 100 million users in less than a week (Twitter(X) has 368 million). This surpassed ChatGPT for the fastest adoption of any online service.

Early celebrity and influencer adopters included Oprah, Shakira, Kim Kardashian, and Mr. Beast. Early brand adopters were Rare Beauty, William Sonoma, Netflix, and Gymshark. Early publishers to join included Vogue, Vice, and Rolling Stone. While advertising is sure to come, the early days on the platform are like the early days of social media where everyone was vying for followers via organic posts and reach. Brands like Anthropologie used promotions such as giving away gift cards to grow followers and engagement.

Instagram Threads features:

  • Profiles are connected to Instagram accounts and can be public or private.
  • Post limits are 500 characters with links, photos, videos under 5 minutes.
  • Users see threads and replies of people they follow in the feed.
  • Main For You feed is an AI algorithm based on creator discovery.
  • A second Following feed has been added with a chronological feed.
  • Users reply to posts or like, share, quote, or repost, but no direct messages.
  • Designed to be less negative news and politics oriented with no hashtags.

Is Threads The “Twitter Killer?”

It’s hard not to talk about Threads without mentioning Twitter or what is now called X. Many of the features of Threads are very similar to the platform formally known as Twitter with its focus on short content “threads” not unlike short content “tweets” or what may now be called “X’s.” There’s been a public feud between Meta CEO Mark Zuckerberg and Elon Musk which may be driving this battle between the two social platforms. In fact, Musk’s X Corp. has threatened to sue Meta over these similarities.

Meta is open about pitching Threads as a “friendlier” Twitter (X) that’s not a place for news and politics. Head of Instagram Adam Mosseri said, “The goal is to create a public square for communities on Instagram that never really embraced Twitter and for communities on Twitter (and other platforms) that are interested in a less angry place for conversations, but not all of Twitter.”

Will Threads Be Less Negative?

Some of the features to “tune out the noise” include hidden words to not see posts that contain them and filtering out replies to threads with certain words. You can also unfollow, block, restrict, and report profiles. Many have felt that Twitter has increasingly become a more negative place. In fact, academic studies have found negative tweets increase the probability of retweeting and viral spread.

Musk has also indicated he is taking Twitter into a freer speech direction with less content moderation. Meta is contrasting this with messages that Threads will strive to make a friendly and more positive platform with content moderation. The first indicators did seem to indicate a drop in Twitter traffic (5%) in the first days of the launch of Threads.

Early Signups Don’t Guarantee Long Term Success.

Of course, quick adoption by large numbers of users doesn’t automatically translate into high engagement or long-term use. The social media platform Google+ had high user numbers. Everyone who created a Google account (Gmail, Drive, YouTube, Blogger) was automatically signed up for Google+. But that didn’t translate into everyday use. Google+ shut down in 2019 due to low engagement.

In deciding to make Threads a part of your social media strategy be sure to check current activity levels before investing significant resources. It will take time to get a feel for how Threads will make itself unique from Twitter’s real-time dialogue and driving the news characteristics. If it does grow an audience ads will soon follow. When advertising does become available Threads ads should be integrated easily into Meta Ad Manager.

Threads vs Twitter Stats
Here’s a  comparison of Threads vs. Twitter Statistics about a month after the Threads launch.

It will take time to see if early user numbers turn into active daily and weekly users. We’re already seeing indicators that engagement and users might not last. Since the July 7th peak Threads’ daily active users are down nearly 70% to 13 million from 44. The average daily time spent on Threads is just 4 minutes. This is in contrast to Twitter (X) which has roughly 200 million daily active users who spend an average of 30 minutes on the platform daily.

Total users are down as well. Just three weeks after a record high of 100 million users, Mark Zuckerberg reports that over half of Threads users have already stopped using it. Zuckerberg and Instagram CEO Adam Moseri do say they are working on new features to hook users and entice them to come back.

The new Twitter name and logo.
The new Twitter name and logo X.
Threads logo
The new Threads logo from Instagram.

 

The sudden name change from Twitter to X may motivate more users to join Threads. Initial reactions by many X users have been negative and branding experts indicate it may be a mistake. Insiders report it’s part of Musk’s plan to create an “everything app” that will become a moneyless marketplace, public square, and video content factory all in one. It’s also unsure if the X name will stay as Meta, Microsoft, and other companies own trademarks on X.

What’s The Bottom Line on Threads?

When investing your time and money in a social media strategy try to look past the hype. Even the largest companies have limited budgets and resources. In evaluating any new social platform or current platform it comes back to basic strategic thinking. When deciding to add a social media platform or leave a current one consider these questions:

  • Who is my target audience? (current users, potential users)
  • How active are they on Threads/X? (daily active use, time spent)
  • What objectives am I measured by? (engagement, sales, leads)
  • Can I achieve those objectives on Threads/X? (more than another platform)
  • Do I have time/budget for experimentation? (not dependent on results)

What has been your experience with Threads? What do you think the future of the platform will be for social media strategy?

How To Integrate Messaging Apps Into Your Social Media Strategy.

Messaging Apps in Social Media Strategy

Social messaging is instant messaging or chat applications created around social networks for communication on mobile phones with less limits and more features than traditional texting. They use the app’s interface and the internet to send messages rather than SMS service. Messaging apps are popular and have grown to over 5 billion monthly active users worldwide. Top apps pull in over one billion each such as WeChat (1.2 billion) and Facebook Messenger (1.2 billion), Kik (300 million), Viber (236 million), and Line (217 million).

Messaging Apps in Social Media Strategy

Messaging use is increasing among all groups.

A Nielson Messenger survey found various generations are using messaging from Millennials (65%) and Gen Xers (65%) to Boomers (63%) and say that messaging improves their lives and their relationships by making communication simpler (69%), more ongoing (65%), easier for groups (65%), and more frequent (63%). People are using messaging to stay up to date with friends and family (59%) and to extend their networks (54%). Over the next two years they expect to use messaging apps more for communicating one-to-one (50%), with groups (60%), and, the most increase, with businesses (67%). In fact, 53% said they would be more likely to shop with a business they could message directly.

People like social messaging for features such as text chats, group chats and notifications, but also social features like status updates, media sharing and stickers. With advanced features they can chat with friends, obtain customer service, make calls, play games, access content, and buy products. Messaging apps also let businesses use chatbots to for customer service, sending content to users, selling products and services and purchase advertising.

The most popular messaging apps vary by region. According to SimilarWeb, WhatsApp is the dominate messaging app across most of the world. Facebook Messenger has supplanted it as number one in countries like the US, Canada, Australia and select Western European countries. WeChat is dominant in China and smaller messaging apps are most popular in other regions like Line in Asian Pacific countries and Viber in Eastern European countries. The messaging app Kik is unique in that it is most popular among a demographic – younger users age 13 to 23. Another messaging app consideration for B2B is Slack, which is a main internal communications tool for many companies.

How to integrated messaging into marketing communications.

As with other social media platforms business and organizations should consider adding messenger apps to their marketing, advertising and public relations strategies because their customers are increasingly using them and are beginning to expect brands to be there as well. Messaging apps can provide access to direct sales, customer service and to extend the reach of brand content distribution in an area known as dark social, the —84 percent of online sharing through private channels without a referral source. Thus, it isn’t tracked as social shares or referral traffic.

Broadly there are three ways brands can interact with consumers via messaging apps. Content marketing in messaging apps can do more than share with engaging ways to tell stories, demonstrate products, create engaging quizzes, trivia and games. Special offers, sales, promotions and even direct sales can occur in messaging apps unlike social networks. Also, the real-time nature and privacy of conversations makes messaging an ideal environment deliver customer service.

Much of these attractive features are enabled by chatbots. Chatbots are computer programs that simulate human conversation for customer service or information acquisition and distribution. Chatbots can be used for customer service, but can also be used to make brand content fun and engaging. One of the best ways to fully understand the possibilities of using messaging apps for social strategy is to see what brands have done on various messaging platforms.

Some examples of brands leveraging messaging.

The NBA increased basketball fan engagement during the NBA Finals and the NBA Draft. NBA’s bot on Facebook Messenger provided fans with instant access to highlights resulting in over 350k interactions. Teen celebrity magazine J-14 used two bots to deliver content and customized quizzes on the messaging app Kik to build up a young consumer subscriber list of 500,000. Miller Lite created a football game day collection of branded digital stickers used in Kik and Viber. The campaign led to over 600,000 downloads and millions of sends.

The British fashion brand Burberry took a different approach reaching consumers in China with a culturally relevant campaign via WeChat. During the Chinese New Year Burberry sent users an image of a letter with a pink bow and told them to “Shake” to open the gift and send a personalized Burberry greeting to a friend and celebrate Lunar New Year. Users could shop their New Year collection within Burberry’s WeChat store and sign up to win limited edition Lunar New Year envelopes to be picked up in-store.

Two food brands have created messaging strategies to help consumers make meals built around their brand’s as ingredients. Hellman’s mayonnaise created the “whatscook” WhatsApp campaign in South America where by entering numbers on the website chefs would contact consumers in WhatsApp offering live cooking advice. Based on a picture of ingredients chefs provided recipes teaching users to cook with pictures and even videos. Average interactions were an amazing 65 minutes and the effort reach 5.5 million people. Knorr foods created a chatbot, Auntie, to answer the question “What’s for dinner?” for moms in Thailand using Line. Auntie provided personalized recipes for great family meals which were viewed over 1.6 million times resulting in an increase in Knorr stock cube consumption by 50%.

Macy’s has partnered with Viber to offer in-chat shopping where users can search and share Macy’s products in the messenger app. While purchases happen via a link, the messaging platform is working on full in-app ecommerce features for the future. Adidas has used WhatsApp to build hyper local brand communities in cities across the world. The brand has found messaging to be a great tool for fan engagement offering members first notice of news releases, invites to events and access to Adidas’ ambassadors. Finally, cosmetics brand Sephora has found a way to simplify their scheduling process in Facebook Messenger. Their reservation assistant makes it easy for users to book makeovers and that has helped increase in-store sales.

Messaging social media advertising options.

Like many other social platforms, social messaging apps have also moved to paid social with native advertising options. Facebook Messenger offers sponsored messages, Kik offers promoted chats and Viber offers sponsored content. Line sells in app ads and WeChat offers Moment ads. WhatsApp is still holding out and has not offered native advertising options for businesses and organizations.

Has your brand considered using social messaging apps? In what ways could your target consumers benefit from increased engagement in these platforms?

For the latest changes in social media strategy consider Asking These Questions To Ensure You Have The Right Social Media Strategy and its a good idea to Perform A Social Media Audit at least once a year.