12 March 2024 | By - Krishna Mohod

Introduction:

Welcome to our blog post on the topic of Threads, the new Instagram companion app that has been making waves in the social media landscape.

In this article, we'll explore what Threads is, why it has been launched, and how it will impact digital marketing.

So, what exactly is Threads? Threads is an app developed by Instagram, or rather Meta, which serves as a companion to your existing Instagram account. It can be considered as Instagram's answer to Twitter, offering similar features in terms of micro-blogging and sharing updates.

However, Threads lacks a few basic functionalities that Twitter provides, such as proper search functionality, private messaging, hashtags, and a dedicated "following" feed.

Despite these limitations, Threads has gained significant traction since its launch, with over 10 million sign-ups reported by various news outlets. One of the reasons for its popularity is the seamless integration with existing Instagram accounts, making it easy for users to transition to the new app. Adam Mosseri, the Head of Instagram, aims to ensure that users find enough value in Threads to continue using it even after the initial hype dies down.

Now, let's delve into why Threads has been launched. In recent times, Twitter has faced various challenges, including the fallout from the Elon Musk takeover, ad boycotts by businesses, changes to the verification process and the introduction of Twitter Blue subscriptions.

These factors, coupled with issues like tweet viewing limits and a surge of poor quality bots and ads, have led many users to seek alternative platforms. This created an opportunity for Meta, Instagram, and Adam Mosseri to identify a gap in the social media market and seize it with the launch of Threads.

One notable aspect of Threads is its potential impact on marketing. As a new player in the social media landscape, Threads is likely to have a significant influence on digital marketing strategies in the future. We spoke to some of our digital marketing experts to understand how the arrival of Threads might affect different marketing specializations.

For brands and social media managers, it is crucial to recognize Threads as a platform that is here to stay and not simply reserve their username as a precautionary measure. It will be essential to adopt a test-and-learn approach to evaluate the value that Threads can bring to their marketing strategies.

Since Threads is integrated with Instagram, the performance and following on Instagram will directly impact the initial following on Threads, or what we like to call "Thread count."

It's important for brands to have a well-defined strategy when deciding whether to engage with Threads. Whether it's through organic performance or emerging paid social opportunities, being active and present on the platform is vital. Brands need to consider their target audience, industry, and objectives to determine if Threads aligns with their marketing goals.

As Threads continues to gain momentum, it will be interesting to observe which sectors and industries see the best results from their engagement with the app. The digital marketing landscape is ever-evolving, and Threads represents a new avenue for brands to connect with their audience and leverage their existing Instagram presence.