Should We Be Threading? How to Navigate Your Brand’s Voice On Threads
Written by Bri White
Since its launch on July 5th, Threads has become the fastest growing social media platform ever. Impressive right? The conversation app, established as a direct competitor for Twitter, garnered over 120 million users (and counting) since its conception with over 5 million of those users having signed up within the first few hours. With these metrics in mind, it's obvious that word traveled fast. Celebrities including Kim Kardashian, Sarah Jessica Parker and Gordan Ramsy made their first “Thread” within the first few days of launch. Brands, however are still working to find their space on the platform.
Of course we all rushed to download when we heard the news. It reminds us at Mezzo of when Apple announces the launch of a new iphone every year. Without even doing the proper research most of us just have to have it but do we really need it?
As a social and digital media agency, Mezzo’s ultimate mission is to ensure our clients are present on the platforms their target audience frequents. We craft a detailed strategy with business goals in mind. We then set goals and analyze KPIs to reach benchmarks appropriately. So when we heard of the launch we immediately went into research mode. What is this new space? What demographic groups have made their way to the platform? Is this something we should be recommending to our clients?
Here’s what we found.
While it may seem as though Threads made its debut overnight, conversations surrounding the platform's launch began late last year. On the day of launch Meta shared an article that defines Mark Zuckerburgs’s new baby as “a new way to share with text”. Simple enough right? We’re afraid It’s a bit more complex than that. While you may be fighting the itch as a brand to just jump on the app and start chatting away, we urge you to think twice.
Much like Twitter (now rebranded as X), Threads allows users to share short excerpts within a given character limit to their timelines. That excerpt is meant to initiate conversations among users where they can reply - creating a “thread”. The opportunity to build a solid conversational connection with your audience is right at your fingertips! But don’t go at it without a plan of action. We’ve curated a three top questions to ask yourself before creating a branded profile on Threads:
Does my brand's predefined tone of voice make sense for a platform like Threads?
If you were previously present on Twitter, the transition to Threads may be a no brainer and a relatively easy adjustment to your strategy. Whatever you were doing on Twitter will likely be successful on Threads. If not, you’ll have to put in some real time to define topics that will engage your audience.
Brands like Wendy’s (whose team has done an incredible job at establishing an element of comedic relief that users look forward to retweeting on Twitter) made their debut on Threads look almost seamless. The proof is in the engagement!
Based on my brand’s defined content pillars, is it necessary to be on Threads?
E-commerce brands that primarily focus on sales may find Threads to be a bit of stretch. Established content pillars (which we can outline for you at Mezzo!) used to streamline posts and maintain brand messaging will likely include new product launches, promotions, events and things of that nature. If there hasn’t been an established brand identity that your audience has grown to know and love, entering Threads looking for increased engagement will likely be difficult but not impossible.
To be successful on Threads we recommend creating a separate strategy that includes a defined target audience, clear KPIs and engagement focused content pillars. All of which Mezzo Creative can help you establish.
Based on my social media goals and media spend, do I have the funds to manage the platform well?
Nothing is worse for a brand than poor performance on a platform. Better to not be on it than to do it poorly in our (humble) opinion. If you aren’t prepared to allocate funds to regular content creation, posting and management of Threads, then hold off until you are. Focus your efforts on the platforms where you’re succeeding. Spreading yourself too thin in the digital sphere is a temptation of many brands, especially with the advent of new media, but we urge you to resist! Think you want to reallocate funds but not sure where to? Talk to Mezzo. We’ll review the analytics to help you make an informed decision.
Still have questions? Reach out to the team today! We’ll create a comprehensive strategy that will ensure your success in the digital world with month on month updates to keep up with the new platform that will likely continue to see changes as Mark and team exit the Beta stage.