Threads
Everything you need to know about threads
The platform for real conversations and community building
With the introduction of Threads, the social media landscape has changed once again. Developed by Meta (the company behind Facebook and Instagram), it offers users a new platform for real-time conversations and discussions, similar to X (formerly Twitter), but with a fresh, positive approach. In this blog post, we take a closer look at the app, why it could be relevant for businesses and brands, and how the target audience differs from that on X.
What is Threads and how is it different?
Threads is a cross-platform social media app that specializes in text and thread-based discussions. Although visual content (such as photos and videos) is also integrated, the focus there is on the written exchange of thoughts, ideas and news. A particularly important feature is the integration with Instagram, which allows you to seamlessly take your followers and contacts with you.
What makes threads special is the intention to create a positive environment. According to a survey commissioned by Meta from Wakefield Research, many users see threads as “a positive alternative” to the sometimes negative atmosphere on other platforms. Here they can feel safer and have more in-depth discussions.
Differences to X
Target audience
While X is traditionally a platform for news and fast-moving discussions, Threads is more focused on positive community and long-term conversations. The Wakefield survey found that the majority of Gen Z and Millennials see Threads as a platform for positive and valuable conversations. In addition, the survey shows that it is particularly popular for entertainment topics, such as music and fashion news.
No advertising
Another key difference to X is that Threads has not yet integrated any advertisements. This makes the platform particularly attractive for users who prefer an ad-free environment. However, this could change in the future if usage continues to grow.
How do threads work?
Threads allows you to create topic-based conversations and participate in discussions that are continued in a threaded format. This thread structure promotes targeted exchange on specific topics and ensures that discussions remain clearly organized. Some central functions of threads are
Seamless connection with Instagram
Accounts can import their Instagram followers directly into the new platform to build a strong community right from the start.
Topic tags
These tags can be used to mark topics so that posts can be discovered more easily. So far, over 50 million tags have been created on the platform, with “PhotographyThreads” and “BookThreads” being particularly popular.
Threaded conversations
Users can reply to posts, which leads to thread-based conversations that are focused on one topic.
Real-time communication
The platform enables quick and spontaneous responses in the form of text or audio, which makes the platform particularly dynamic.
Insert visual content
Even though this social medium relies heavily on text content, photos and videos can be added to give the discussions more depth.
How can companies use threads?
Threads offers new opportunities for companies and brands to interact with their community in a fresh and authentic way. As this does not yet support advertising, the focus is on organic reach and genuine engagement. Here are some strategies on how businesses can use Threads effectively:
Share exclusive content and insights
Companies can use the platform to provide behind-the-scenes insights, hold Q&A sessions or present special offers. This strengthens customer loyalty and creates trust.
Picking up on targeted discussions and trends
Companies can use theme days to talk about relevant trends. For example, brands that are active in the fashion industry can participate in threads such as “FashionThreads” and showcase their expertise.
Obtain real-time feedback
Threads are perfect for receiving direct feedback from customers and responding to it in real time. This can not only strengthen trust in the brand, but also contribute to the improvement of products and services.
Authenticity and community building
The platform is characterized by its authenticity. Companies can have honest, transparent conversations here and build real connections with their target group.
Exciting insights: Trends on threads
According to the survey published by Meta, Threads is characterized by a strong focus on text-based content. Over 63 percent of posts consist of pure text, which shows that the platform is very different from visually-oriented apps such as Instagram. Nevertheless, visual support plays a role, as a quarter of posts contain images.
Interestingly, Threads has also developed into a hub for entertainment topics: Gen Z and millennials in particular use the platform to catch up on music and fashion news. So it’s no surprise that Threads also has a large following around pop stars like Taylor Swift, with popular tags such as “TTPD” (The Tortured Poets Department) or “Swifties”.
Conclusion: Why threads are an opportunity for brands
Threads offers a new, innovative way to share text-based content and have valuable conversations. The platform primarily attracts a younger, positive target group that is looking for genuine and authentic connections. Companies that focus on organic growth and authentic brand communication in particular can build a loyal community there.
Currently still without advertising, Threads gives companies the chance to establish themselves purely through organic engagement and real conversations. The close integration with Instagram and the option to use targeted topic tags also offer the opportunity to address specific target groups directly.
On the hunt for your
Success
Contact us to learn more about how you can integrate threads into your social media strategy. Together we will create a strategy that will strengthen your community on threads and grow your brand authentically!