Unless you’ve been having an online detox, the social media world has been invaded by stories around the new Threads app launched by Instagram. This comes at a pivotal time, since the recent Twitter updates are turning long-time users against the once-so-loved blue bird platform.

Threads could be just another social channel that sees rapid growth before being quickly forgotten. Users get excited at the latest toy to play with – see BeReal and ClubHouse – but it is worth noting that Threads is cleverly leveraging on audiences from Meta and Instagram (the parent company) – so this could be the turnkey that adds longevity to this new micro-blogging platform.

We have seen successful apps collaborating in the past – think of TikTok and CapCut (the video editing / templates editor) that are forever changing the way content creators produce video content for their channels.

The success of Threads will hinge on its ability to reveal – or emphasise – the novel aspect of social media marketing and content creation. We have already witnessed a subtle shift occurring in the European Union and the United States across platforms like LinkedIn, Instagram and Youtube.

Threads is not merely a unidirectional platform, similar to anything in this emerging era of social media, we must comprehend that whoever we are representing online should possess emotions, opinions, perspectives, and their own distinct voice.

The corporate agenda is no longer embraced. This does not entail sharing memes or amusing sketches; it necessitates moving away from the conventional press release approach and showcasing the individuals behind the actions. People sell to people. And communities are the means by which we establish connections prior to discussing funnels or key performance indicators (KPIs).

Here at Crowd we will be monitoring the evolution of Threads and its algorithm (we just saw that the Instagram CEO is changing how the Threads are displayed on its timeline following a chronological order – source https://www.bbc.com/news/technology-66155433 )

The list below might become outdated or evolve in just a few days – especially since Threads is not yet available in Europe – however, for those in our network that are in doubt, here’s how Threads can be especially useful for.


Enhanced Communication and Collaboration:
The Threads app presents a valuable opportunity for companies to streamline their internal communication and foster collaboration among team members. With its focus on instant text messaging, users can quickly exchange information, ideas, and updates in real-time, ensuring efficient and seamless communication within the organisation.

Targeted Audience Engagement:
Threads provides companies with a unique avenue to engage with their target audience on a more personal level. By leveraging the close connections between Instagram and Threads, companies can create dedicated groups and interact directly with their customers, addressing queries, sharing exclusive content, and building stronger relationships. This personalised engagement enhances customer loyalty and brand affinity.

Exclusivity and VIP Experiences:
By utilising the Close Friends feature on Threads, companies can offer their most loyal customers exclusive access to behind-the-scenes content, product launches, and special promotions. This sense of exclusivity cultivates a feeling of being part of an inner circle and fosters a deeper connection between the brand and its customers. Think of it as a hot lead email list, but as a two way street.

Efficient Customer Support:
With its emphasis on quick and direct messaging, Threads can serve as an efficient customer support tool for companies. By encouraging customers to reach out through the app, companies can provide timely assistance, resolve issues promptly, and ensure customer satisfaction. This approach demonstrates a commitment to excellent customer service and helps build a positive brand reputation. We already saw this being championed on Twitter in the 2015s era; however this could exponentially increase due to its interconnection with Instagram.

Real-time Market Insights:
Threads offers an opportunity for companies to stay connected with their industry and monitor relevant conversations in real-time. By following industry influencers, competitors, and relevant hashtags, companies can gain valuable market insights, stay up-to-date with trends, and respond swiftly to emerging opportunities or challenges. This helps in making informed business decisions and staying ahead in a dynamic market.

In conclusion, businesses can benefit greatly from being active on the Threads app; however, the stories told on this app and the way this channel will be utilised, will heavily impact the brand reputation and brand awareness. In 2023, the channels companies are using and how they use them has a direct impact on their brand persona.

Chat to us on how Threads and other channels can help you reach your marketing goals.


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