Business owners around the world are always looking for a fresh and effective way to market their brand to their target audience. For years, businesses have included the use of Instagram to their digital marketing strategy. Over 200 million businesses use this platform to promote their products and services.
With the launch of Instagram Threads in 2023, this text-based app is a new player in the industry. But with recent reports, it looks like an up-and-coming tool to include in your digital marketing and social media strategies. The big question is, how can you make the most out of Instagram Threads as a marketing tool? Here’s what you need to know.
What is Instagram Threads?
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Instagram rolled out Threads on July 5, 2023, as a text-based, microblogging platform to compete against Twitter (now X). Profiles on Threads are connected to an Instagram account you logged in with, which gives you access to over 2 billion monthly active users on the platform.
While Instagram focuses on images, videos, and stories, Threads delivers real-time, text-based conversations that are designed to create a more authentic experience to users. But unlike X, the seamless integration between Instagram and Threads allows users to cross-promote their content and engage with audiences in a more personal manner.
When used properly, Threads can be a great way to create ongoing conversations with your audience; which can be effective for customer engagement, community building, and building brand loyalty.
How to Start Using Instagram Threads
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One important thing to note about Instagram Threads is that it automatically fills your feed with the accounts you follow on Instagram as well as suggested content that the algorithm believes you will find interesting.
Since Threads is part of Meta’s group of social media networks, you can expect a fairly seamless sign-up process, which includes the following steps:
- Download the app: Download the app “Threads, an Instagram app.” The app is free to use.
- Create an account: You don’t need to sign up from scratch since Threads is linked to your existing Instagram account. Simply click on the username you use on the bottom of the welcome screen.
- Fill out your profile: You can either fill out your profile with new information or import the Instagram bio on your profile.
- Choose your privacy settings: You can choose between a Private or Public profile.
- Import the accounts you already follow: You can auto-follow the Instagram accounts you already follow.
- Agree to the terms of use: Click ‘Agree’ on the prompts that follow to start using Threads.
If you manage several Instagram accounts, you can create a Threads account for each one by Switching Accounts on the bottom of the screen.
Once you’re all set, you can start posting up to 500 characters per thread and include a photo, video, or link to your post.
Why Should You Include Instagram Threads in Your Digital Marketing Strategy
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Considering it is a recent entry to the growing number of social media channels, Instagram Threads is not yet vastly used by people, but it already reached 200 million monthly active users in August 2024. If you are considering integrating Instagram Threads into your existing digital marketing strategy, it’s important to look at the pros and cons of this decision.
Perks of Including Instagram Threads to Your Digital Marketing Strategy
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- Real-Time Engagement: Threads allows businesses to foster real-time conversations. Whether it’s live events, product launches, or trending topics, you can engage directly with your audience as things happen.
- Niche Audience Building: If your business serves a specific niche market, Threads can help build tighter, more engaged communities around these interests. It’s perfect for creating authentic relationships with a smaller, dedicated audience.
- Authentic Storytelling Opportunities: Modern consumers are drawn to brands that share authentic stories rather than traditional advertisements. Threads provides a platform for brands to develop and share compelling narratives about their products, services, or company culture. This storytelling approach helps establish emotional connections with audiences, fostering loyalty and trust
- Cross-Promotion with Instagram: Since Threads is part of the Instagram ecosystem, you can easily cross-promote your content between the two platforms. For instance, you can drive traffic from your Instagram Stories to ongoing discussions on Threads.
- Influencer Collaborations: Influencers play a pivotal role in digital marketing strategies today. Collaborating with influencers on Threads can amplify brand messages and reach wider audiences. Influencers can share exclusive content or personal experiences related to your brand, adding authenticity and creating a buzz around your products or services
- Encouraging User-Generated Content: Threads encourages interaction and engagement through features that allow users to respond directly to posts. Brands can leverage this by encouraging user-generated content (UGC), where followers share their experiences or creative uses of products. This not only enhances community engagement but also provides valuable content that can be repurposed in marketing campaigns
- Authenticity and Transparency: Threads offers businesses an opportunity to communicate in a more personal, less polished way. Consumers today appreciate transparency, and Threads gives brands the space to be more human and relatable.
- Direct Audience Engagement: Threads allows for direct communication with followers, enabling brands to answer questions, gather feedback, and create a two-way dialogue. This personalised approach helps build stronger relationships with customers and enhances brand loyalty over time.
Cons of Adding Instagram Threads to Your Digital Marketing Strategy
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It’s important to be objective in looking at adding Instagram Threads to your existing strategy. Here are some reasons why you should reconsider this:
- Limited Reach: Unlike Instagram’s visual content that can reach a broader audience, Threads may appeal to a more niche group. If your business relies heavily on mass visibility, this platform may not deliver the same immediate reach.
- Time-Consuming: Managing a real-time platform like Threads requires dedicated time and quick responses. To truly benefit from the platform, you need to be prepared for frequent monitoring and engagement.
- Content Format: Threads is predominantly text-based, which may not be suitable for businesses that rely on strong visual campaigns. If your brand is visually driven, this format may present some challenges.
- Platform Fatigue: As businesses juggle multiple social media platforms, adding Threads to your strategy can create additional pressure. Without the right resources, managing another platform could become overwhelming.
So should you include Instagram Threads to your existing strategy? The best way to decide is to check whether your target audience is already on the platform and how active they are. If the majority use Instagram Threads, you can add it to your strategy and see how it goes using analytic tools.
Ideas on How to Use Instagram Threads for Marketing
Despite its challenges, Instagram Threads can be a powerful tool if used effectively. Here are some actionable strategies to integrate Threads into your digital marketing efforts.
1. Community Engagement and Brand Loyalty
Threads can be a great platform to foster community engagement. Use it to start conversations, conduct polls, or ask for feedback. You can also host “Ask Me Anything” (AMA) sessions, where you answer customer questions in real time, or give live updates during product launches or events. This helps build brand loyalty by creating a sense of personal connection.
2. Real-Time Customer Support
Your business can use Threads as a real-time customer support channel. Being able to quickly address customer inquiries and concerns in a conversational format not only builds trust but also allows you to handle issues more efficiently. It’s a great way to humanise your brand and show that you are attentive to your customers’ needs.
3. Exclusive Content and Promotions
One of the key advantages of Threads is the ability to share exclusive content with your most loyal followers. Consider offering sneak peeks, behind-the-scenes content, or special promotions available only to those who engage with you on Threads. This creates a sense of exclusivity and reward for your most engaged customers.
4. Influencer Collaboration
Collaborating with local influencers on Threads can be an effective way to engage a broader audience. Have influencers host discussions about your brand, products, or upcoming events, and use their established communities to amplify your message. Threads offers a conversational platform for influencers to authentically engage with their followers, which can benefit your brand’s visibility and trust.
5. Cross-Promotion with Instagram
While Instagram remains a powerful visual platform, Threads allows for deeper engagement. Promote your Threads discussions on Instagram Stories or posts, encouraging your Instagram followers to join in the conversation. This cross-platform strategy can help increase engagement across both channels.
Running Ads on Instagram Threads
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As of this writing, Meta has not disclosed its plans to use Threads for monetization. Ever since it launched, Threads has always been ad-free. The social media channel is currently exploring the idea of opening the possibility for ads, depending on how the platform scales.
But if Meta decides to monetize Instagram Threads, it would create a more inviting environment for advertisers. This is thanks to the combination of Instagram’s stability and Meta’s available “Inventory Filter” for strict community standards enforcement.
As it continues to grow, we can expect more brands adding this platform to their strategy. And with this, it can open up the possibility for ads in the future. For now, here are some of the things that can be done to prepare for this in the future:
- Experiment with content: Don’t be afraid to try out different styles of content to see what resonates best with your audience and drives engagement.
- Explore Threads: Get to know the platform and its features so you can be prepared when they start accepting advertising opportunities.
- Make the most out of cross-promotion: One of the things that separate Threads from X is that it allows a seamless integration with Instagram. This allows users to easily cross-post and share the same audience.
- Stay updated: Keep an eye on the growth of Threads as it starts to be used by more brands for marketing.
Best Practices for Using Instagram Threads for Marketing
As a business owner, you need to know how best to use the platform without making it too overwhelming on the part of your users. Here are some of the best practices when using Threads for marketing:
1. Develop an Exclusive Content Strategy
Create unique content specifically for Threads that cannot be found on your other platforms. This could include behind-the-scenes glimpses, sneak peeks of upcoming products, or exclusive insights into your brand. By providing content that feels special and tailored for Threads, you incentivise your audience to engage with your posts.
2. Leverage Influencer Collaborations
Partnering with influencers can significantly amplify your reach on Threads. Collaborate with influencers who resonate with your brand and encourage them to share authentic experiences using your products. This not only enhances credibility but also taps into their established follower base, driving more engagement and visibility for your brand.
3. Directly Engage with Your Audience
Threads is designed for conversation and interaction. Use this platform to foster personalised communication with your followers. Encourage user-generated content by inviting them to share their experiences with your products or services. This two-way interaction builds community and strengthens brand loyalty.
4. Integrate with Broader Instagram Strategies
Ensure that your Threads activity complements your existing Instagram presence. Cross-promote content between Instagram and Threads to create a cohesive storytelling experience. For example, tease a new product launch on Instagram and provide exclusive details on Threads, encouraging followers to engage with both platforms.
5. Use Visuals to Enhance Engagement
While Threads is primarily text-based, incorporating visuals can significantly boost engagement rates. Use eye-catching images, infographics, or videos to complement your text posts. Visual content can help convey complex information quickly and attract more attention from users scrolling through their feeds.
6. Host Contests and Promotions
Encourage interaction by hosting contests or offering exclusive promotions on Threads. Limited-time offers or giveaways can create urgency and excitement among your audience, motivating them to engage with your brand actively.
7. Share Behind-the-Scenes Content
People love insider access to their favourite brands. Use Threads to share behind-the-scenes content that showcases the people and processes behind your products. This transparency fosters a sense of community and makes followers feel more connected to your brand.
8. Analyse Performance and Adapt Strategies
Continuously monitor the performance of your content on Threads. Analyse engagement metrics such as likes, comments, and shares to understand what resonates with your audience. Use these insights to refine your strategies and improve future content.
9. Cross-Promote Across Platforms
Utilise other social media channels to direct traffic to your Threads account. Promote your Threads content on platforms like Facebook, Twitter, or even through email newsletters to increase visibility and attract new followers.
By implementing these best practices, brands can effectively harness the potential of Instagram Threads as a powerful marketing tool, fostering deeper connections with their audience while enhancing overall engagement and brand loyalty.
Start Using Instagram Threads for Marketing
Instagram Threads presents an exciting new way to engage with your audience in Singapore. While it may not yet have the reach of Instagram or Facebook, its focus on authentic, real-time conversations makes it a valuable addition to your digital marketing toolkit.
Let’s work together to develop a thoughtful strategy, incorporating real-time engagement, and cross-promoting between Instagram and Threads. We can use Instagram Trends to make your business stronger and build more loyal relationships with your customers. Call us today if you’d like to start implementing an Instagram Threads strategy.
Frequently Asked Questions
What is Instagram Threads and how does it differ from Instagram?
Instagram Threads is a microblogging platform connected to Instagram, focusing on real-time, text-based conversations rather than visuals.
Unlike Instagram’s emphasis on photos and videos, Threads allows businesses to engage their audience through dialogue, making it ideal for building communities, holding discussions, and fostering more authentic relationships with followers. It complements Instagram by adding a conversational dimension, making it a useful tool for real-time engagement.
What strategies should I use to effectively market on Instagram Threads?
To succeed on Instagram Threads, consider these strategies:
- Use Threads for community engagement, asking questions or hosting live discussions.
- Provide real-time customer support, addressing inquiries quickly.
- Share exclusive content, like sneak peeks or limited-time promotions, to reward your most loyal followers.
- Collaborate with influencers to host engaging discussions around your brand.
- Cross-promote Threads on Instagram to drive traffic and increase visibility.
Can you provide examples of businesses in Singapore using Instagram Threads effectively?
Yes, several Singaporean businesses are successfully using Instagram Threads. Fashion brands like Love, Bonito and The Velvet Dolls use the platform to engage directly with customers by sharing behind-the-scenes content, answering queries, and hosting live conversations during product launches. These brands build a stronger connection with their audience through real-time engagement, fostering loyalty and community on Threads.
Is Instagram Threads suitable for all types of businesses?
While Instagram Threads offers valuable opportunities for engagement, it may not suit all businesses. Brands that thrive on real-time conversations, customer interaction, or community-building—such as service-based industries, e-commerce, and influencers—can benefit greatly from the platform.
However, businesses that rely primarily on highly visual content or do not have the resources to manage another real-time platform may find it challenging to utilise Threads effectively. It’s essential to evaluate whether your business can commit to consistent, conversational content and rapid engagement before integrating Threads into your digital marketing strategy.
How can Instagram Threads help improve customer loyalty?
Instagram Threads helps improve customer loyalty by fostering more personal and direct engagement. The platform allows businesses to have real-time conversations with their audience, responding to questions and concerns quickly. By offering exclusive content, promotions, or behind-the-scenes insights through Threads, brands can make their most loyal followers feel valued and included.
This constant interaction builds a stronger emotional connection between the brand and its customers, which, in turn, enhances loyalty. Moreover, the conversational tone of Threads allows for more authentic exchanges, further strengthening trust and long-term customer relationships.
