Learn what Threads is, its benefits as a social network, and tips for adding it to your digital marketing strategies
Threads, a messaging platform developed by Instagram, has been gaining prominence as a good communication tool between brands and customers.
But what exactly is Threads and how can it be incorporated into a digital strategy In this article, we will explore the features of the network that have great potential to engage, create closer connections, and increase audience loyalty. Follow along.
What is Threads
Launched in 2023, Threads is a social network that aims to provide a closer experience focused on conversations between friends and communities offering a more direct approach in communication.
It also allows users to share texts, photos, videos, and real-time status updates in a manner similar to other apps like Twitter.
Thus, you can create posts and conversations that are displayed in a chronological feed which facilitates tracking interactions.
Since it is linked to the Instagram profile the transition between the two platforms is quite fluid. In other words, users can share stories, posts, and messages without having to leave Threads, which simplifies its use for those already familiar with Meta’s photo and video network
Finally, it’s worth noting that Threads also opens up space for businesses and brands that wish to strengthen their relationship with their followers, as it allows the creation of an engaged community with more authentic and close conversations
Promotional Image Threads Instagram
Benefits of the social network for brands
Speaking of which, the benefits of Threads for brands are diverse and can be strategically leveraged to strengthen communication with the audience and create more authentic connections. Some of the main ones are:
- the creation of an more exclusive communication with customers which strengthens engagement and the relationship with the audience
- offering of a quick and direct customer service channel improving the customer experience and satisfaction with the company
- collection of feedback and surveys which is ideal for obtaining sincere opinions and bringing the brand closer to the public
- sharing special promotions coupons and pre-launches of products for a segmented audience
- humanization of the brand with more authentic and informal interactions bringing the company closer to the audience
- integration with Instagram which facilitates management and reinforcement of simultaneous campaigns on both platforms, expanding visibility
- strengthening connection with customers which can result in greater retention and loyalty in the long term
In other words, by using Threads strategically, brands have the opportunity to create more personal communication, promote engagement, and at the same time offer a differentiated experience for their customers.
How to use Threads in your digital strategy
But if you don’t yet know where to start to adopt this new social network in your company’s strategy, don’t worry. We have gathered the main tips and best practices to stand out on the platform.
1 Audience Segmentation
To begin, you can use Threads to segment different audiences based on specific interests or behaviors.
This allows you to personalize communication for different niches and send targeted messages and specific content that are more relevant to each group.
Additionally, the platform is working on a new feature for community development which allows for the offering of exclusive content, promotion of discussions, answers to questions, and incentives for authentic interactions.
In other words, you can create an environment where customers feel valued, increasing loyalty and engagement with the brand.
2 Offer personalized support
Threads is a perfect platform to offer customer support quickly and personalized. That is, brands can use the app as a service channel to solve problems or answer questions quickly.
Including the possibility of direct conversations with the audience allows the service to be more human increases satisfaction and strengthens trust.
3 Conducting surveys
By the way, take advantage of Threads’ intimacy to conduct satisfaction surveys or collect feedback from your most loyal followers.
With more direct communication, people may feel more comfortable to share their opinions and suggestions which helps improve products and services in addition to bringing valuable insights for strategic adjustments.
4 Exclusive promotions and offers
Like Twitter and other social networks, Threads is a good channel for promoting promotions, discount coupons, and product launches exclusively for a select audience.
Furthermore, you can make use of the profile to announce product launches, new content, or virtual events. This may include invitations for live broadcasts, webinars, or Q&A sessions.
By creating more targeted communication, participants feel valued and tend to engage more actively in brand initiatives.
5 Reinforcement of campaigns on Instagram
As Threads is integrated with Instagram, you can use it to reinforce campaigns that are happening on that social network.
For example, when launching a new advertising campaign on Instagram you can use Threads to send personalized messages to a specific group of customers, creating more direct communication with them.
6 Crisis management
Finally, in times of crisis or negative feedback, Threads can be used as a channel for direct and rapid communication to manage delicate situations.
Thus, brands can handle complaints in an individualized and humanized manner, which reduces negative impact and helps provide immediate solutions.
By analyzing all these possibilities, we can see that integrating Threads into the digital strategy opens a new path for more direct and effective communication with the audience and allows brands to create authentic relationships, promote exclusivities, and significantly enhance engagement.
Threads vs Twitter: what are the differences between the two networks
Although Threads and Twitter are communication platforms that allow quick and direct interactions, they have some distinct differences in terms of purpose, features, and audience.
Therefore, if you are in doubt about which is ideal for your strategies, it is worth checking the main distinctions between the two before making a decision.
1 Purpose of the platform
Created by Instagram, Threads’ main focus is on closer communication between users It focuses on more personal interactions, usually in small groups, with an emphasis on strengthening closer relationships and specific communities.
In other words, it is ideal for brands that want to create a sense of exclusivity and personalization in communication with the audience.
On the other hand, Twitter is a platform for microblogging of a more public nature With a focus on real-time information and open discussions, it is mainly used to share news, opinions, and short updates in a much wider and global environment.
2 Character limit and content
While Threads allows the posting of texts, photos, and videos, it does not have such a restrictive character limit as Twitter, which allows for more detailed and extensive messages.
Furthermore, the focus is on more visual posts and fluid conversations, integrating perfectly with Instagram’s style.
The main feature of Twitter is the 280-character limit per tweet. This encourages conciseness and the sharing of quick and direct information However, the network also supports images, videos, and links, but with a much greater focus on short, real-time text.
3 Target audience
The audience of Threads tends to be more niched composed of closer followers or people with whom the user has a more direct connection. This makes the platform ideal for brands seeking to create a deeper relationship with their followers.
Meanwhile, Twitter attracts a varied and broad audience including brands, celebrities, and users who seek to engage in public discussions, follow trends, and quickly share opinions.
4 Algorithm and feed
Threads offers an option for chronological feed so posts are displayed in the order they were published. This offers a more linear experience where users can follow interactions without losing context.
On the other hand, Twitter uses an algorithm that prioritizes relevant and engaging content With this, a user’s feed is a mix of recent tweets, retweets, and suggested posts based on their interactions and interests.
5 Hashtag and topic function
Threads does not yet use hashtags as prominently as Twitter. Thus, its focus is less on global themes or trends and more on closed and segmented conversations which reduces the role of hashtags in content discovery.
On the other hand, the use of hashtags is central on Twitter, allowing users to follow topics, trends, and global movements Indeed, hashtags are essential for visibility and engagement, helping to group conversations around the same theme and expand the reach of posts.
6 Type of interaction
In Threads, interactions are more personal and focused on building somewhat deeper relationships Therefore, the platform encourages more detailed and continuous conversations among small groups.
Twitter is known for rapid viralization of content and public discussions Thus, interactions like likes, retweets, and replies are part of the experience, and content can be widely disseminated in a matter of minutes.
7 Use by brands
As we mentioned before, brands can use Threads to create exclusive communities and closer interactions with their followers, promoting greater loyalty and more personalized communication.
On the other hand, Twitter is widely used by brands to share real-time updates, manage crises, and interact publicly with the audience. Thus, it is an ideal platform for brands seeking global visibility and fast information dissemination.
In summary, while Twitter stands out as a public, open, and fast platform with a focus on trends and global interactions, Threads focuses on more private, personalized, and community-based communication.
For this reason, both have their merits and can be used in complementary ways depending on the brand’s or user’s objectives
Did you enjoy our tips on Threads? Also take the opportunity to read What is and How to Create a marketing Persona!
