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Everything marketers need to know about Instagram Threads, Meta’s ever evolving text-based answer to X (formerly Twitter).
Instagram Threads, a social network from Meta, continues to be a key alternative to X (formerly Twitter). While Threads saw a massive surge in popularity at its launch, with 100 million users in just a few days, it has now settled into the social media landscape. Integrated with Instagram, it offers a familiar text-based interface for users to share updates, images, and videos.
In 2024, Threads has evolved with more features and tighter integration with Instagram. While its core functionality remains similar to its launch, Threads is no longer just a Twitter alternative. It has carved its niche for marketers, offering new ways to reach engaged audiences through text-based posts, images, and videos without the complexity of hashtags.
For social media marketers, Threads presents opportunities to seamlessly connect with their existing Instagram followers, leveraging Instagram’s ecosystem without having to start from scratch on a new platform. With major brands, influencers, and users continuing to stay active on the platform, Threads allows marketers to extend their content strategy, engage audiences in real-time discussions, and stay competitive in the evolving social media landscape.
In this blog post, we’ll explore how marketers can optimize their Threads game in 2024, building on its current features to enhance your marketing strategy and engage your audience more effectively.
What is the Instagram Threads app?
Threads is an independent application developed by the Instagram team, specifically created for sharing text-based updates and engaging in public conversations, much like X. Users have the ability to post updates limited to 500 characters, surpassing the current limit of 280 characters on Twitter (unless subscribed to Twitter Blue) and aligning with the default character limit of 500 on Mastodon. Posts can also include links, photos, and videos up to a duration of 5 minutes.
Threads promotes the start of a conversation, rather than just a casual like or a repost. According to Meta, Threads is a space where “Communities come together to discuss everything from the topics you care about today to what’ll be trending tomorrow. Whatever it is you’re interested in, you can follow and connect directly with your favorite creators and others who love the same things — or build a loyal following of your own to share your ideas, opinions and creativity with the world."
How Threads can enhance your social media strategy:
While the concept of threads may feel familiar, its smooth UX and intuitive functionality make it accessible and instinctive to new users. Threads delivers an aesthetically pleasing user interface (including Dark Mode support), and we know a great user experience translates to more clicks, more visits, and more engagement with your overall social media content strategy.
Threads also incorporates the same fundamental accessibility features found on Instagram, including support for screen readers and AI-generated image descriptions, ensuring an inclusive user experience.
Expanding your content strategy to Threads means you’ll be on the ball content-wise, staying ahead of this fast-evolving social media landscape expanding your reach in the initial phase. To optimize that momentum, being proactive and pushing content on Threads in its infancy can set a small business up with a great online presence.
If your branding has a particular tone of voice, Threads is a great way to up your copy game, build brand awareness and engage directly with your audience. Respond to users when they engage, create compelling content that inspires a conversation, and you’ll cultivate a thriving Threads presence that fits in with your overall marketing strategy.
How to set up your Threads account:
Getting started with Threads is straightforward with an existing Instagram account. You’ll download the Threads app on Android via Google Play or the Apple App Store for iOS, log in with your Instagram credentials and all your information will automatically carry over, including your username and verification. It's a smart tactic by Meta, encouraging user adoption by making the sign-up experience swift and convenient/
You’ll be able to customise your Threads business profile, choosing whether to keep it consistent with your Instagram branding or mixing up your copy and content.
Threads can be accessed via the iOS or Android apps, and was rolled out on desktop earlier this year. All you need to do is type in threads.net on your browser, sign in to your Instagram account and you’re set to go.
Finding other accounts to follow:
Because you’ve used your Instagram account to sign up, importing your existing following list is remarkably easy.
During account setup, you’ll be able to see a list of all the influencers, users, small businesses and brands you follow on Instagram. Threads allows you to browse through the list and selectively follow accounts, or alternatively, you can go ahead and follow all the accounts you currently follow on Instagram by clicking a button at the bottom. If your Instagram friends haven't joined Threads yet, any follow requests sent to them will remain pending until they join the platform.
Searching for accounts is just as easy - just type a name into the search box. Verified accounts will pop up to the top.
How to kick off your first thread:
- Tap on the Draft logo at the bottom.
- Write whatever you’d like to include in your thread - a question, a joke, an introduction.
- To attach a photo or video to your thread, tap and select up to 10 items you want to attach. Tap Done (Android) or Add (iPhone) in the top right.
- To add to your thread, tap Add to thread. If your thread contains more than 500 characters, another thread will be added automatically.
- To change who can reply to your thread, tap Anyone can reply in the bottom left. You can limit who can reply to Profiles you follow or Mentioned only.
- Tap Post in the bottom right, and you’re ready to engage.
You won’t be able to edit a Thread you’ve already posted, but you will be able to delete it. You’re also able to add additional posts to your Thread at any time.
How brands are using Instagram Threads:
While some brands initially hesitated to adopt Instagram Threads, many businesses have now embraced the platform as it evolves, leveraging its growing features and integration with Instagram to enhance their social media strategies. Some major companies are solidly on board, taking advantage of its ability to engage users through real-time conversations and content sharing, while others have jumped ship.
Beauty brands like Maybelline and Covergirl are still utilizing Threads in a huge way with a mix of humor and product promotion, throwing out a mix of humor and product promotion.
On the other hand, McDonald’s kicked off a a successful Threads presence with a hi from Grimace, but they haven’t posted on Threads since August last year.
This mix of approaches highlights how some brands have adopted a consistent strategy, while others are still testing the platform's long-term potential for engagement and marketing. Brands looking to get the most of of threads should:
Establish consistency: Unlike brands that post occasionally, maintaining a consistent presence will help keep your audience engaged. Posting regularly, even if it’s light content like humor, product teasers, or behind-the-scenes updates, will make your brand a more integral part of the platform’s evolving ecosystem.
Leverage interactivity: Threads offers a unique space for real-time conversations and community building. Your brand can really benefit from initiating discussions, asking questions, and directly interacting with users.
Experiment and track trends: Since Threads is still evolving, staying on top of new features and trends is crucial. Experiment with different post types and monitor engagement metrics to adjust your strategy, figuring out whether Threads fits into your overall vision.
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How you can maximize your brand strategy on threads:
1.Connect with your Instagram audience
Threads makes it simple to bring your existing followers over. You’ll have the option to send follower requests to your existing Instagram followers upon signing up, and new users will do the same, keeping your target audience consistent. This clever strategy jumpstarts your account with a substantial boost in followers, setting you off on the right track. Since Threads is accessed through your already established Instagram account, it shouldn't take long to see significant user numbers and engagement.
2. Embrace vibrant visual content
We know Instagram users love a great aesthetic, so elevate your Thread game by incorporating captivating visuals like pictures, gifs, and short videos. Research consistently shows that posts with visually appealing content tend to garner more likes and follows, so just like your perfectly curated Instagram feed, you’ll want to capture attention over on Threads.
While not every post on Threads requires an image, throwing in a funny meme or an eye-catching photo greatly increases the chances of gaining traction and engagement.
3. Keep it consistent
Establish a strong presence on Threads by maintaining an active posting schedule. Seize the opportunity to gain new followers by sharing multiple Threads throughout the day. Posting a few times daily can maximise your engagement on a microblogging app like Threads, with intervals of a few hours between each post. Using a social media management platform like Sked Social to schedule posts is the easiest way to plan ahead, coordinating your content across your social media accounts.
4. Cater to a Threads-only audience
The Threads algorithm is still a bit of a mystery, but users with minimal Instagram usage are likely to encounter brands that are unfamiliar to them, presenting a new opportunity for your brand or small business. As a result, it becomes essential for business accounts to swiftly adapt and consolidate your unique brand voice and tone to capture the attention of a potential new audience. Brands should work on creating Threads-specific content that resonates with a new audience, staying on top of your metrics and adapting your strategy to real-time insights, evolving with the new landscape and algorithm.
5. Keep it playful and interactive
The vibe over at Threads is playful and brands are embracing the chaos. It’s a great time to be a little experimental and learn in real time how Threads can improve content strategy, cultivating atrusting relationship with users and potential customers on another social media platform. Build a community from day one, ditching the overly polished voice you might employ on other social media accounts and focusing on authentic, interactive engagement
6. Unlock the benefits of Verification
Similar to Instagram, Threads adopts an algorithmic approach rather than a chronological timeline. Verified users receive enhanced visibility and priority within the platform, particularly when it comes to visibility on search results. If you have already obtained verification on Instagram, rest assured that it seamlessly carries over to Threads. If you’re not already verified on Instagram, it’ll take a few steps:
- Tap your profile picture in the bottom right to go to your profile.
- Tap the hamburger menu in the top right.
- Below For professionals, tap Meta Verified.
- Enter your full name and provide the required form of identification (example: government-issued photo ID or official business documents).
- Follow the on-screen instructions, then tap Submit.
- Your request for account verification will be sent to Instagram, and by proxy, Threads.
Will Threads be compatible with other apps?
Meta has stated that Threads is still actively working towards compatibility with ActivityPub, a social network of different servers operated by third parties that are interconnected and can communicate with each other. The integration is still in progress, with initial steps allowing users to post from Threads to other ActivityPub platforms, but not vice versa.
The aim is for Threads to seamlessly integrate with other applications that support the ActivityPub protocol, including platforms like Mastodon and WordPress. By achieving this interoperability, Threads aims to open up new avenues for connectivity and collaboration. This will potentially make your content strategy easier to consolidate, enabling social media management tools to cross-post and manage content calendars across various apps.
With a public profile on Threads, your posts would become accessible from these other apps, helping your content to reach a broader audience effortlessly and integrating with your existing content strategy.
Sked Social supports scheduling Instagram Threads Posts as part of your regular social media planning process. This makes it easy for social media marketers to test and evaluate Instagram Threads as a platform, without spending additional time scheduling specific content for an unproven platform.
What about safety and community guidelines on Threads?
Threads enforces Instagram's existing Community Guidelines, which include prohibiting hate speech or posts intended to degrade or shame. You can customize your privacy settings in the same way you would with your Instagram feed, enabling 2FA login and being able to block users posting inappropriate content. Thismeans Threads’ safety is more effective than Xaround removing content things like nudity and hate speech.
If Threads isn’t working for you, Meta has finally introduced a way to deactivate or delete your profile without deleting your Instagram account, too. Just open the Threads app and tap the profile icon in the lower-right corner, tap the double line icon in the upper-right corner, and select Account > Deactivate or Delete profile.
How you should think about Instagram Threads as a brand today:
With Instagram Threads having quickly surpassed 100 million users, the platform has evolved into a space for real-time conversations, content sharing, and brand engagement. While initially hailed as a competitor to X (formerly Twitter), Threads has carved out its own niche as a text-based companion to Instagram. Brands are using Threads to foster community discussions, share behind-the-scenes updates, and engage audiences through interactive polls and Q&As.\
Threads is now a solid part of the social media toolkit for marketers who want to blend casual, conversational posts with broader Instagram content strategies.
By leveraging the platform's features and embracing its interactive nature, brands can create meaningful connections with their audience, spark engaging discussions, and establish a more diverse following.
Stay on the ball with @getskedsocial to keep evolving your content strategy with Threads, and learn more in our guide on how to schedule Instagram Threads posts with Sked Social.
Our content is always evolving, just like the world of social media. This post was recently updated to ensure it aligns with today's social media landscape.