The Fundamentals of Threads

Digital Marketing - Study Notes:

What is Threads? 

Threads is Meta’s short-form conversational app. It was launched worldwide in July 2023, it is often dubbed as the alternative platform to X. According to Meta CEO, Mark Zuckerberg, “The vision for Threads is to create an option and friendly public space for conversation.”

Threads users can easily sign up with an existing Instagram account. Data can be easily transferred over from Instagram, including your profile picture and biography, as well as those you are following. 

This easy setup enabled the app to generate over 100 million users in under one week. Threads is focused on text-based, real-time conversation — although users can also post photos and videos. 

Brands performing the best on the app share authentic conversations in their own unique brand voice. For example, UK broadcaster Channel 4, US fast food restaurant Wendy’s, and music service Spotify all run great Threads accounts with distinct voices. 

By February 2023, Threads had amassed around 130 million monthly active users (Feb 2024). In particular, it has seen strong growth since launching across the European Union in late 2023. 

Key features of Threads

Threads is still very much a work in progress. However, these are some of the key features of the app:

• Easy sign-up: You can sign up with an Instagram account. When existing Instagram users create a Threads account, they have the option to immediately add profiles they already follow on Instagram.
• Long character limit: Threads has a 500-character limit. 

• Content mix: You can post text, a link, a GIF, a photo, or a video (up to 5 minutes long).

• Polls: You can have polls with up to four clickable choices your followers can choose from, live for 24 hours. 
• User interactions: Users can reply to, repost and quote others’ Threads posts. 
• Public and private: Threads accounts can also be listed as public or private. 
• Verified accounts: Verified Instagram accounts are automatically verified on Threads.
• Post sharing: You can share posts from Threads directly to Instagram Stories with a stylized aesthetic (with a branded background and clear display).
• Post editing: Threads has an Edit button (unlike X).
• Hide likes: Threads provides an option to hide like counts on a user’s post. Hiding like counts on Threads will also hide the number on a user’s Instagram profile.
• Desktop version: You can access the desktop version at Threads.net. You can like, comment on, and share Threads posts from the desktop.
• Keyword search: You can locate specific threads by simply typing in relevant keywords.
• Topic tagging: You can tag a topic to your post. This is a bit like hashtags but focused on one topic per post. 

Threads API is coming out in mid-2024. Meta is in talks with Sprout Social, Sprinklr, and Hootsuite to integrate Threads moderation and insights into their existing social media management dashboards. 

Note: Threads is still in development. There are currently tests happening for Trending Topics (in the US) post insights and account analytics, and advertising. These are all rumored to be launching in the near future. Currently, advertising is not available on Threads. 

Brands using Threads

Channel 4

UK broadcaster Channel 4 has been using Threads regularly since the platform’s launch in July 2023. 
Much of the content is from the ‘admin’ point of view of what it’s like to work behind the scenes in the social media team. Often content is humorous and sarcastic, referring to what demands have been made from the leadership team. The most popular thread received over 500 replies. 

American Eagle

American apparel brand American Eagle is also using Threads in a comical manner. 
The brand was an early adopter of Threads and uses it for memes, AI-generated imagery, behind-the-scenes (BTS) commentary of working for the brand, and conversation starters with customers. 
It has more than 300,000 followers, and no longer uses X. 

Canva

Graphic design tool Canva has embraced Threads as a way to share new features and tools, as well as hacks. It also uses the platform to engage directly with customers. And it reveals a few hidden Easter eggs for loyal fans!

It currently has more than 300,000 followers.