Meta’s Threads: What You Need To Know

The landscape of social media changes every day. From algorithm updates to privacy policies, we constantly see it evolve right in the palm of our hands. We rarely see a new social platform emerge and take off, but in 2020, TikTok did just that. Since then, we have seen a few platforms launch with hopes for success, like TikTok, but they have ultimately fizzled out after the initial buzz. On July 6, 2023, Instagram decided to try and beat those odds and threw a new platform into the mix. The platform? Threads. Its objective? To rival Twitter.

As of July 7, 2023, only one day after the official launch, Meta’s Threads reached 73 million users. 

• For reference:
  • ChatGPT reached 100 million users in two months.
  • TikTok reached 100 million users in nine months.
  • Instagram reached 100 million users in two and a half years.

In this blog post, we’ll explore what you need to know about Meta’s Threads and if your brand should consider being an early adopter of the platform. 

Understanding the Platform

So what exactly is Threads? It’s a text-first, real-time stream, conversational platform. You can only create a Threads account if you have an Instagram account, directly linking the two. Username and verification status carry over from Instagram, and you can easily follow all of the same accounts you follow on Instagram with the click of a “follow all” button when creating your Threads account.

Threads current features:

• 500 character count
• Repost
• Quote
• Reply
• Photos
• Videos up to 5 minutes long
• Links

With the close connection between Instagram and Threads, it is essential to know that you can only delete your Threads account by deleting your Instagram account.

What are people saying about Threads?

With Threads features being almost identical to Twitter, many people are wondering if this platform could be the end of Twitter. Has Mark Zuckerberg done it again? Has he copied the concept of Twitter, much like he already has with Reels and Stories? Will Threads have long-term success? 

Not even a week after launch, we have seen Meta’s Threads leaning toward positivity. People and brands are being very light-hearted on Threads, and since Elon Musk acquired Twitter, it has become a place for confrontation and aggression. Zuckerberg has already said, “The goal is to keep it friendly as it expands … That’s one reason why Twitter never succeeded as much as I think it should have, and we want to do it differently.”

Musk acquired Twitter in October of 2022, and since then, the company has cut thousands of employees, loosened its content moderation policies, and put users and advertisers through a spate of technical challenges. Musk’s leadership has begun to turn many users away, which may contribute to whether Threads is successful. 

Brandy Zadrozny, NBC News senior reporter, said, “I can say unequivocally that Threads isn’t going to kill Twitter. Elon Musk did that.” 

If you decide to join Threads, here are a few things to consider…

1. Know your voice on the platform. It is easy to follow what others are doing, so start with your brand identity, and go from there. 
2. Threads has much potential for building community, so engage with other brands (even competitors) and have fun with it. 
3. One plus to early adoption of any social platform is excellent organic reach. With Threads, your followers are already there, so take advantage of knowing your Instagram audience well.

On the other hand, we don’t blame you if you decide to wait to join… 

1. Recently, social media apps like BeReal and Lemon8 slowly faded after their initial launch, which may happen with Threads, too. 
2. There is a lot of Zuckerberg vs. Musk drama in the media, and Meta’s Threads being a Twitter rival just adds to the hype. 
3. Your username is safe since there is a direct link from Instagram to Threads. Therefore, there is no need to worry about your username getting stolen in the early stages of Threads, and if you decide to join six months down the road, you can.

So should you join Threads? 

It’s safe to say that time can only tell if Threads will stick around and impact the social media world long-term. Celebrities, brands, retailers, elected officials, media outlets, and Gen Z have quickly flocked to the app to stay relevant, but the buzz could fade. 

If you understand your brand’s goals and audience well enough, you’ll know what value you can gain from opting in or sitting this one out…for now.

Looking for social media experts who know the ins and outs of social media platforms and strategy? As a fully integrated marketing firm, Brandon covers these bases and many more. We are experts in creating and implementing successful social media strategies and content across all platforms. Contact our team to see how we can help you with your social media needs.