Intro to Threads Marketing

It can take time to keep up with all digital marketing changes. Regulations change, apps update, best practices evolve, and your company’s style guide shifts. This is all normal and a part of digital marketing. However, brand-new platforms do not happen daily and can be a significant hurdle for marketers looking to broaden their skills. Learning a new feature of an existing platform is likely much easier than learning a new one.

So, we’re not surprised to hear that some marketers struggle to work Threads into your social media strategy. The Meta-owned text-based social media platform has started many conversations and created a lot of buzz in the marketing world. However, many social media teams still struggle to understand how best to use it.

Well, you’re in luck. The social media team at JSL Marketing & Web Design has some thoughts on how to make the introduction to Threads marketing!

Threads Basics

Threads premiered in July of 2023 and is already one of the fastest-growing apps ever. The app currently boasts 100 million monthly active users. The premise is simple. This text-based social media platform allows users to join public conversations and share their thoughts via text, image, and video. (GIF, Video, photo, and poll-sharing are all compatible.) It’s important to note that while media is a part of Threads, text is the primary way users communicate.

As Meta states, “Instagram is where billions of people worldwide connect over photos and videos. Our vision with Threads is to take what Instagram does best and expand that to text, creating a positive and creative space to express your ideas. Like on Instagram, with Threads, you can follow and connect with friends and creators who share your interests – including those you follow on Instagram and beyond. And you can use our existing suite of safety and user controls.”

Threads Marketing Tip 1: Be Agile

It’s important to note that standard operating procedures and best practices for Threads marketing are still evolving, and as the platform grows, marketers will need to develop with Threads. This is a helpful point to remember when learning any brand-new tech. We don’t know where Threads will go as a social media platform, but we do see potential growth areas. At the moment, Threads Advertising is not a capability of the platform. As Threads adds users and the possible reach of any campaign grows, we expect to see Meta strongly consider unveiling an advertising model on Threads in line with Google Ads, Reddit Ads, or X Ads. Regardless, it’s important to remember that Threads will likely change as the platform grows, and you and your brand should expect to change your social media strategy with it. That’s a good recommendation for digital marketing, but it’s especially pertinent for a brand-new app.

Threads Marketing Tip 2: Be Conversational

The primary use case of Threads will be targeted conversations around a specific topic. This is reflected in the very name of the platform, after all. The platform’s text and conversation focus can be helpful for various brands. However, while the platform is valid for many brands, we expect Threads to become an excellent tactic for brands with solid community followings. Threads will be great for brands looking to facilitate discussions around their product and services, and a vibrant community will always be an excellent prerequisite for those conversations.

Still, even if you don’t have a passionate following, Threads can be a great way to build that community. Polls, questions, and discussion forums around your brand are a great way to make that community and get more people talking about your brand.

Threads Marketing Tip 3: Build Off of Your Social Media Strategy

Threads will likely fall under your social media team’s purview since it is a social-based app. Much of what social media teams use daily will be relevant for Threads, and your social media strategy elements can be plugged into Threads. Asking engaging questions, sharing relevant content about your brand, and asking for consumer feedback are all tactics from other social media platforms that will serve your brand well on Threads.

Teams should remember, however, that Threads will be slightly different from other social media platforms, which is reflected even in how Meta has the app set up. Currently, Threads and Instagram are not integrated, so it’s worth viewing Threads as its own app, not merely an extension of Facebook and Instagram. Remember, engaging conversations around a set topic is why people visit Threads over Instagram or TikTok. Focus your efforts on this goal for best results on Threads.

Threads Marketing Tip 4: Be Careful

Threads lacks a few components that you might expect a social media app to have. For instance, Threads doesn’t let you edit posts after they’ve been posted, and you cannot delete your Threads account without deleting your Instagram, which is surprising considering the two are not integrated. We caution brands to be wary as they plan out their Threads marketing. Moving too hastily could have significant repercussions for your brand, and Threads is likely not a good pick for a company that cannot fully commit to being active on Threads.

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