Will Threads Take Over the Digital Landscape?
Meta’s newest platform, Threads, amassed more than 100 million users in its first 5 days, making it one of the fastest growing digital platforms in history. Built by the Instagram team, Threads was developed for sharing text-based content and joining public conversations in a safe and welcoming environment. Essentially, it’s Meta’s competitor to Twitter.
Quick Facts
- Set up: Threads accounts can be set up through your Instagram profile
- Functionality: Text posts have a 500-character limit and can be shared with links, images, gifs, and videos up to 5 minutes long
- Privacy: Profiles can be set to private or public
- Community: You have the option to sync all of your followers and who you follow with your Instagram profile
Threads for Business
Brands that are already on Threads are using it as a hybrid between Twitter and Instagram. Some businesses are using it to cross post similar content that they are sharing on other platforms, while other brands are using it for more authentic, conversational content. It is a good option for businesses that are looking to make more organic connections and engage with other users in a public forum-style setting.
Currently, there are no advertising functionalities on the platform. But we anticipate Meta ads integration will be rolled out to users in the near future for brands to monetize their presence on Threads.
Benefits of Threads
Unlike its competitor, Threads allows for seamless integration with Instagram and usability from the moment you create your account. The option to sync followers and those you follow allows users to engage with their favourite brands and accounts immediately without having to search or manually follow them. If an account you follow on Instagram hasn’t joined Threads yet, the auto-sync allows you to follow them from the moment they join the platform.
For social media users who are looking for a predominantly text-based platform to engage with audiences over shared interests, but aren’t happy with the current state of Twitter, Threads is a strong alternative. The ability to join conversations with ease and its user-friendly interface gives the platform a clean slate feeling for quick, bite-size discourse. Users can like, share and add comments to threads.
Shortfalls of Threads
Like all social media platforms, there are shortcomings to Instagram Threads. For starters, it may be too similar to Twitter, but without some of the benefits. Threads doesn’t utilize hashtags, which has been a key feature on Twitter and Instagram. One of the functionalities Twitter users have enjoyed is the ability to connect with their community through the use of hashtags. What you’re left with is a busy feed of content from accounts you may not follow or be interested in and limited ways to find content that is relevant to you.
We also know that many online users are more receptive to striking visual content, rather than text-based posts. A lot of people prefer to see photos and videos that get to the point quickly instead of reading. And while Threads does allow videos up to 5 minutes and photos on posts, the emphasis of the platform is text-based to encourage conversation.
Unlike both Twitter and Instagram, Threads does not have the option for accounts to direct message each other. The absence of this feature highlights a potential missed opportunity for brands to engage in a more direct and meaningful way with their audience. Time will tell if this level of interpersonal engagement becomes a priority for the Threads team.
There is also the issue that if you decide Threads isn’t for you, you would have to delete your Instagram account to delete your threads account. There is the option to deactivate your account, but for anyone who wants to have their Threads platform scrubbed from the online world, your Instagram account would have to go with it.
Is Threads Here to Stay?
Interest in Threads was high in its first few days. But with mixed reactions from consumers and the lack of any new or interesting features, it’s unsurprising that interest has dropped dramatically. Daily users have dropped 20%, while time spent on the app has dropped by 50% according to one poll.
It remains to be seen if Threads will be a viable long-term competitor to Twitter. With its current lack of incentive for brands through advertising functionality and its emphasis on text over visuals, the platform will need to offer content creators and brands more features and benefits to create meaningful connections.
Do You Have Questions about Threads?
Digital marketers everywhere are still learning how to best approach Instagram Threads and exploring ways it can support business growth. While we are still watching for new features to be rolled out, we have to agree that the platform is another touchpoint to engage with your audience and potentially reach new consumers. If your business is on Twitter and Instagram, it’s definitely worth trying out Threads to see if it’s a good fit for your brand.
Send us an email to
hello@thesmallsocial.com if you have questions or would like to work on a strategy to get your business on Instagram Threads.
