What is Threads? Everything You Need to Know About the New App from Meta

What is Threads? That was the question on the minds of millions as Meta abruptly launched their text-based social network on July 5th which has exploded with user adoption. Threads has already generated significant buzz quickly after it’s launch in part thanks to its striking resemblance and similarities to Twitter. So, exactly what is Threads all about? Here’s everything you need to know about the new app from Meta.

What is Threads?

Threads is a new social networking application designed by Meta, geared toward bringing communities together through the discussion of topics within short posts that are up to 500 characters which can include links, photos, and short videos up to five minutes in length. Threads is currently available in 100 countries and more than 30 languages. While it is a stand-alone social network with its own app, in order to be a user, one must have an Instagram account to sign up. This feature itself has set Threads apart from any other past competition Twitter has faced by streamlining user sign ups. This is not the first time Meta has attempted a launch for Threads. Back in October 2019, Meta launched Threads as “a new way to message with close friends in a dedicated, private space” as a supposed competitor to Snapchat. However, after only driving around 200,000 users, the platform ultimately decided to implement the features directly into Instagram. 

How Popular is Threads?

Within 16 hours of its launch, Threads surpassed 30 million sign-ups and became the top free app in Apple’s App Store the following morning. The audience has appreciated the ease of creating their own account, as their Instagram followers can be directly translated over to their Threads account if the user wishes. Instagram users have shown great excitement for the launch of this app, however, European users do not have access to this app as of yet. While the app is available in the UK, regulatory uncertainty due to the Digital Markets Act has caused a halt in the launching of the app in other European countries. The sharing of data between Instagram and Threads poses the main issue for this launch.

Brand Strategy and Messaging for Threads:

Building the Perfect First Thread

Your first thread will set the tone of your presence on the app. Considering the fact that you are catering to the same audience that followed you from Instagram, follow the route of consistency, and utilize a tone that is familiar within your past content. Jump right into your regularly scheduled content and give your Day 1 followers that translated from Instagram exactly what they were looking forward to previously. 

Strategies to Employ as You Thread:

Continue to build off of your Twitter Strategy and Messaging. The key to securing a loyal fanbase is consistency with your brand identity. Steering away from your existing reputation and posting brand-new content will confuse your followers and question your motives and tactics. You do not want to shock your consumer base by changing your narrative. Using one of the most iconic social media tones of voice as an example, Wendy’s, known for their savage messaging and inclination to roast competitors, the brand has stayed consistent with their tone of voice across all social networks and entered Threads with a warning: 

Experiment with Content

While Threads has taken on the microblogging format of Twitter, it is still in its early stages, making it perfect for experimentation. Still early in the platform’s inception, there is no formula yet to Threads success. Don’t fear experimenting with content and finding out what works!

Threads Influencer Marketing Predictions for the Future:

1) Affiliate Marketing will Thrive

With a direct import of Instagram followers, creators won’t have to deal with building their platform from scratch. We envision influencers creatively finding ways to drive traffic to affiliate links within their bio. Whether through images, videos, or text-only, we believe creators will find a way to utilize all of the tools at their disposal.

2) Threads Lists for Research

One feature that is yet to be implemented to Threads which is currently on Twitter is that of Twitter Lists. Through these lists, brands are able to create their own public or private lists of accounts that they would like prioritized within their feed, aiding in staying up to date with specific creators, trends, and brands. We envision that Threads will eventually add a similar feature that will help creators in the vetting process of influencer discovery and identifying trends. By prioritizing specific creators, brands can actively keep tabs on the lives and overall content of creators they want to work with.

Conclusion

So, what is Threads? Ultimately, Threads is Meta’s version of Twitter. During a time in which Twitter is making many platform changes and updates, Threads may have been introduced at the perfect time to dominate the market. With 30 million signups after 16 hours of its launch, it is on track to becoming the fastest-growing app of all time. While the app is still in its infancy, it shows promise to be a great up and coming tool for brands to reach their target audience through influencer marketing. Interested in planning your next influencer marketing campaign with the best influencer marketing platform? Take a platform tour today!