Marketing on Threads: The Guide

Marketing on Threads_ The Guide _ MediaOne Singapore

Marketing on Threads: The Guide

On July 5th, 2023, Mark Zuckerberg announced the launch of Threads, a Twitter-like version of Instagram. The raging success of this platform has been unparalleled, hitting a whopping five million signups within the first hour of launch.

The release happened three months after Zuckerberg announced they were working on releasing a Twitter alternative. And in such a short period, Threads has become the go-to platform for many marketers looking to increase their reach and brand awareness.

In this guide, we’ll explore how marketers can leverage Threads to build their brand and connect with potential customers. We’ll discuss various strategies like content creation, influencer marketing, and engagement tactics and dish out a few tips for optimizing your posts and engaging with your thread followers.

In short, this article has everything you need to know about Threads as a marketer. So, without wasting any more of your time, let’s dive right in:

What’s Thread?

For the unacquainted, Threads is the new kid on the block in the social media space. Run by Mark Zuckerberg’s Meta Platforms, Threads is closely integrated with Instagram and is currently only available on Android and iOS devices.

Meta describes Threads as Instagram’s text-based conversation app; think of it as a text-based version of Instagram. Like Twitter, Threads has a character limit but also allows users to post images and videos with their posts.

Users can post updates, share text, videos, and images, and interact with other users’ posts via replies, likes, and reposts. 

Because Threads is integrated with Instagram, users must have an Instagram account to use Threads.

Here’s how Meta describes Threads on the app store:

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  • A place where communities come together to discuss everything from the latest trends to life’s most meaningful moments. 
  • Whatever you’re into, there’s a Thread for it — from entertainment and fashion to sports and hobbies, finding people who share your interests is easy.

Although the app is in many ways similar to Twitter, Mark Zuckerberg has stressed that one of its key differences is its focus on “kindness” and being friendly.

How Many People Have Joined Threads So Far?

As of this writing (July 20th, 2023), Thread has about 116 million users. Remember, this is barely a month since the app was launched. For an app of this age, that is a remarkable feat.

You can find the latest updates on Threads usage here:  https://www.quiverquant.com/threadstracker/

The platform clocked 100 million users in five days (by July 10th) and is steadily growing.

To put some perspective on this, Instagram was launched in 2010 and took two years and six months to reach 100 million users.

It took Facebook 4 years and six months, YouTube 4 years and one month, WhatsApp 3 years and six months, and TikTok nine months to reach the same number of users.

As you can see, Threads is clearly gaining traction faster than expected.

What Brands Have Signed Up with Threads So Far?

Many brands have already signed up for Threads, ranging from entertainment to technology, food, fashion, and beauty. 

Some of the biggest names include Disney, Nike, Costco, Walmart, Calvin Klein, Allbirds, Uniqlo, and Shein.

With so many big-name companies on board, it’s no news that Threads is becoming a key player in the social media space.

Which Celebrities Have Joined Threads?

Threads is quickly becoming a go-to platform for celebrities. 

A few of the A-list celebs who have already joined include Shakira, Kim Kardashian, Jennifer Lopez, Oprah, and Sarah Jessica Parker.

The list is growing daily, and it is a safe bet to say that Threads will soon become the “it” platform for the celebrity world too.

 

Does Threads Have Ads?

At the moment, No. Threads does not have any ads yet. 

But ads are inevitable as the platform grows and more brands jump on board. 

It is only a matter of time before Threads introduces some kind of advertising model to monetize its user base.

In fact, a source at Axios has revealed that the team is already working on making their branded content tool available in the not-so-distant future. When the platform reaches a critical mass, it is highly likely that ads will be introduced.

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How Are Marketers Using Threads?

Although ads have yet to be integrated, marketers and brands are already seeing success with Threads. 

First, brands benefit from creating a profile and sharing engaging content.

The platform boasts an impressive engagement rate, with brands often experiencing double-digit engagement. 

Second, marketers are leveraging Threads’ massive user base to promote their products and services. 

With the right mix of content and creativity, brands can use Threads to reach a broader audience and amplify their message.

Finally, it seems like marketers are increasingly turning to Threads as an alternative to other social platforms. 

From influencer collaborations to branded content campaigns, marketers are making the most of what Threads has to offer.

How Does Threads Work?

Anyone with an Instagram account can sign up for Threads. 

That’s the only requirement. So, if you don’t have an Instagram account, you might want to begin by creating one. 

Once done, you can sign up for Threads using Instagram logins. Your Threads profile will be automatically set up from there. 

From your profile, you can start sharing content and engaging with other users on the platform. 

Users can send up to 500 characters of posts. The posts can be anything: images, gifs, videos (max length of 5 minutes). 

Threads has yet to include direct messages.

Users can block, follow, report, or restrict other users. They can also filter replies to their posts and control who can comment.

How Do You Access Threads?

Currently, Threads is only available on the App Store or Play Store. 

It has no web app or desktop version either. 

The only way to access Threads is through Instagram. 

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You need to download the Instagram app and sign up for Threads using your Instagram login credentials.  

Once you’ve done that, you can access Threads using your Instagram logins.

Will Threads Replace Twitter?

Mark Zuckerberg has said he believes Threads will eventually become the number 1  conversation app in the world. 

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Whether that comes true remains to be seen, but Threads is becoming a more popular platform by the day.

In his words, Mark made it clear that Twitter has had the opportunity to reach 1 billion people, but they haven’t been able to capitalize on it. 

Threads aims to do the same thing and has much more potential since it’s a spin-off from Instagram. 

That could spell trouble for Twitter, especially as Threads continues to grow.

How to Delete Your Threads Account

If you decide that Threads isn’t for you, deleting it is like deleting any other social media account. 

First, you’ll have to navigate to your profile tab, access the setting menu in the top-right corner of the screen, and press the “Account” button.

You’ll be asked if you’d like to deactivate your profile. 

Once you click “Yes”, your profile will be deleted, and all associated content will be rendered invisible. 

Deactivating a profile will not affect your collected data or the linked Instagram account. 

Users can log back into the app using their Instagram credentials if they want to reactivate their account. 

However, if a user feels like deleting their account (instead of deactivating it), they’ll need to delete their Instagram account.

The Posting Limitations on Threads

Posting limitations exist on Threads, just like any other social media platform.

  • Posts: Thread posts are limited to 500 characters per post. However, the posts can include photos, videos, and links. 
  • Videos: Videos are limited to 5 minutes in length.

How to Change Your Username on Threads

Since your Threads profile is connected to your Instagram account, if you’d like to change your username on Threads, the only way to do it is to change your username on Instagram first. 

In other words, your Threads and Instagram account can only use one username, which you can change on Instagram.

Once you’ve changed your username, it’ll be automatically reflected in your Threads account.

Here’s how you change your Instagram users and, in extension, your Threads username:

Via the Instagram Mobile App

  • You can begin by tapping your profile icon at the bottom right corner of your screen.
  • Next, tap on “Edit Profile” underneath your bio.
  • Tap on “Username” and enter your desired username. 
  • Finally, tap “Done” to save the changes. Now you have a new username that’ll sync with your Threads account. 
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Via Instagram Web

  • Log into your Instagram account using a browser
  • Click on the profile icon in the top right corner of the screen 
  • Select “Edit Profile,” located next to your bio
  • Click on “Personal Details” and then “Accounts.”
  • Click on the Username You Want to Change
  • Click on username
  • Click on the Account name again and type in your desired username
  • Click the “Done” button once done. 

Now you have a new username that is synced with your Threads account.

So, How Should Brands and Marketers Utilize Threads? 

We might have some free advice for navigating Threads in these early days.

We advise marketers to resist the urge to promote anything on the platform right now. Threads is designed to be an intimacy platform, and it’s easier to make a good impression as a brand if you take the time to build relationships with your fans first. 

Engaging in conversations with them on the platform is key; this will build trust and help brands understand the nuances of how people use social media platforms like Threads. 

Also, pay close attention to the content users create and share on Threads and start repurposing it for other channels – this is a great way to build relationships with fans online.

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What Content Should Brands Be Posting on Threads? 

Threads is all about personal, authentic content. Nothing promotional or overly produced should be posted.

  • Introduce Yourself and Your Brand: Introducing yourself and your brand on Threads is a great way to start. Share your company’s mission, values, and goals. You can also introduce your team members, your work culture, and any interesting projects you’re working on. 
  • Personal Videos: People love to see personal, real, and authentic videos. It could be something as simple as thanking your customers or discussing a topic related to your business. Threads is a great way to get creative with video content.
  • User-Generated Content: You can share user-generated content on Threads to show customers that you appreciate them and help build a sense of community. 
  • Q&A Sessions: Hosting Q&A sessions is a great way to engage with your customers and show off your expertise. You can answer questions about different topics related to your business or even feature guest speakers occasionally. 
  • Tips and Advice: Share helpful tips and advice related to your industry or products/services. That is a great way to show off your expertise in the field.
  • Start a Thread: Creating a thread on Threads is a great way to start conversations with your customers and build relationships. Ask them questions, share your knowledge, or simply have some fun. An example of a thread you can start is a “How to Guide” — this can get your customers thinking and allow you to engage with them. 
  • Competitions: Hosting competitions on Threads is a great way to engage with your customers while also giving something back. You could offer prizes related to your business (discounts, free products/services, etc.) or something completely unrelated. 
  • Ask a Question: Questions are a great way to get your customers involved and engaged. You can ask them questions about your business, or you could do something fun like polls or surveys. That’s a great way to gather customer feedback and open up conversations on different topics.

What Not to Post on Threads

  • Avoid posting anything that could be seen as overly promotional or sales-y. You want to keep a friendly and conversational tone on Threads, so try to avoid anything pushy or aggressive. 
  • Also, avoid posting anything that could be seen as offensive or inappropriate. Threads should be a safe and welcoming space for everyone, so make sure to keep it professional at all times.

The Final Wrap Up

Finally, don’t forget to have fun with it. Threads is a great platform for informally connecting with your customers, so don’t be afraid to get creative and have some fun with it. With the right strategy, you can build relationships, start conversations and create a more engaged community of loyal followers. 

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.

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