Move over, Facebook and Instagram. If you’re serious about growing your social media presence, there’s a new kid on the block that you’ll want to make friends with: Meta’s Threads.
We know what you’re probably thinking: another social media network to get to grips with? Another algorithm to stay on top of?
Yes, the challenges of getting familiar with a brand new platform to add to your PR toolkit may seem daunting, but fear not—by investing some time into researching and reading about this topic, you’ll quickly become a pro at leveraging Threads to boost business engagements.
Our guide right here is a great place to start—let’s jump straight in.
Threads unraveled
One morning in early July, you received a message through your fax broadcasting service with the subject: “Meta’s Threads is released today!”
You never had a proper chance to try this new platform, but now that everybody is talking about Meta’s Threads, you’re starting to feel like you’re missing out. So, what is this tool all about?
Meta’s Threads—or, more simply, Threads—is the littlest sibling of the Meta family, which already comprises Facebook and Instagram and was, in fact, developed by the same team that created Instagram.
One of the main features of Threads is that it’s heavily text-based. So, if your business has a lot of stuff to say (within 500 characters per post, that is), then Threads may be the best new place to share it.
But don’t be fooled into thinking that Threads doesn’t have space for more visual content—after all, its bigger sibling is Instagram. On Threads, you can also post multimedia content.
Because of its native affinity with Instagram, if your brand already has an Instagram account, you’ll be able to get a Threads one very quickly and easily. Have a blue tick on Instagram? You’ll get one on Threads, too. Just posted new content on Threads? Drop it seamlessly into your Instagram stories for maximum visibility.
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Main features of Threads
While this app is still very much in its infancy, we can already take a look at some of its most significant features and explore any benefits and drawbacks.
Character limit
As we briefly mentioned, Threads posts have a limit of 500 characters, mimicking Twitter’s well-known policy of enforcing a strict character limit to encourage brief, catchy, and compelling content.
Instagram integrations
Because of its native integrations with Instagram, Threads allows users to seamlessly share content from one platform to the other. This, as we’ll examine later, can have huge potential when it comes to boosting the reach and visibility of your content.
Direct messages
Right now, there isn’t a direct messaging feature on Threads. We don’t know whether this may be added further down the line, but as it stands, it could be a serious hindrance to brands that might be eager to communicate directly with creators, influencers, or ordinary customers.
Account types
Just as with Instagram, Threads allows you to create either a public or a private account. If you’re using Threads for business engagements, though, we highly recommend keeping your account set to “public”; otherwise, you’ll seriously cut your reach, exposure, and engagement.
Desktop version
Not many people use social media platforms on a desktop or laptop, as these tools are mostly developed with a mobile audience in mind. However, if you work from home and use remote desktop manager tools that allow you to log into Facebook or Instagram from your home computer, bear in mind that you won’t be able to do the same with Threads. At the moment, the platform doesn’t support a desktop version.
Is Threads good for business engagements?
As we’ve seen, these are still very early days for the Threads platforms. However, we can already anticipate a few business-related benefits from the right use of this tool—let’s take a look at the top three.
1. Bigger reach
Increasing customer reach is probably one of your main goals, to the point that you may have even started using AI call center software. If this is you, and If your brand is already active on Instagram and has a decent number of followers, then opening a Threads account is a no-brainer.
By tapping into your established Instagram audience, you’ll be able to reach a lot more of your followers who are already on Threads, boosting brand awareness and engagement in literally a few clicks.
2. Maximized resources
The natural follow-up to our previous point is the ability to make the most of your current resources. Think about it. If you can easily switch from Instagram to Threads and then back again, creating, sharing, and repurposing content for either platform will be a cinch. Cue huge savings of resources across your content distribution strategy.
3. Hyper-personalized experiences
If the very mention of the word “algorithm” is enough to send you on a downward spiral of stress, try to think about it in a different way. What are social media algorithms, after all? They’re essentially ways to ensure that the content users see on their feed is tailored to the specific consumer trends that interest them the most. AKA: personalization at its finest.
Threads, just like its older siblings, is highly reliant on personalization through an algorithm that keeps getting more and more refined and sophisticated as the platform gathers more data. Brands like yours can leverage this algorithm to craft bespoke user experiences, just like the ones you’re already delivering across your other social media accounts. So, as we’ll see in a bit, keeping an eye on the Threads algorithm will become a must.
8 ways to tap into Threads’ business engagements potential
1. Unlock the power of communities
People are flocking to Threads, driven by the power of its ever-growing communities. As a PR firm, this is a golden opportunity to promote yourself within the community that’s most relevant to you. With the right content, you can engage your audience and boost follower growth.
2. Collaborate with influencers
Threads may be only a few weeks old, but influencer marketing is already getting a lot of traction on this platform. So, don’t wait any longer and start connecting with some of these public figures to help your brand gain more visibility and flesh out your followers’ count.
3. Leverage your broader social media audience
We mentioned a few times already that Threads and Instagram have a very special bond and that social media monitoring on Instagram can help you increase exposure on Threads. But if you want to go one step further, you could even start posting Threads-only content and publicize it on your Instagram account.
By posting relevant and enticing content, your audience will be keen to join you on Threads. Naturally, promoting your new Threads account on other platforms, including Facebook, Twitter, and LinkedIn, is another effective way to draw your audience to your Threads account.
4. Make the most of native advertising tools
While native advertising tools are not available yet on Threads, we can safely assume that the platform will soon be launching them. Keep an eye out for any updates on this topic, and you’ll be one of the first to harness any new tools to promote your brand on Threads.
5. Explore sponsored content
Just as with native advertising, Threads doesn’t offer any sponsored content at the moment. This, though, is likely to become a main feature in the near future, so stay tuned and seize the opportunity to explore sponsored content as soon as it becomes available.
Additionally, keep an eye on emerging trends like Metaverse Ecommerce, which involves the integration of virtual reality and augmented reality technologies into online shopping, offering exciting possibilities for brand engagement and consumer experiences in the evolving digital landscape.
6. Prioritize consistency and engagement
Don’t open a Threads account on a whim and then post on it once in a blue moon. That would look pretty odd on a regular account, so imagine what it could tell people about your PR business.
Just like you’re already doing with your other social media accounts, you should have a strategy and content calendar in place. Ensure you follow a pre-set posting schedule, and consistently engage with your followers to build authentic connections.
7. Get to know your audience better
Don’t just jump on the Threads bandwagon because it seems that every other PR brand is doing it. You should only invest in this new platform if you’re seriously committed to crafting content that engages, informs, and entertains your audiences.
For this reason, you should also be prepared to carry out consistent tracking and monitoring of your audience on Threads, to understand it better and tailor your content to suit their needs and wants.
8. Keep an eye on the algorithm
Back to talking about the algorithm, but this will be the last time! Ultimately, if you want your brand to be successful on Threads, you’ll need to stay up to speed with its ever-evolving algorithm.
Consider this: if you have been active on other platforms for a few years, you’re probably already keeping your finger on the pulse of the various algorithms. You should be familiar with how this process works. Simply tweak it to fit with Threads, and keep reassessing your broader strategy to ensure it aligns with the latest algorithm changes.
The bottom line
The latest arrival in the Meta family, Threads, is still somewhat of a mystery for many users, including PR firms interested in using it for business engagements.
In our guide, we provided you with an up-to-date and comprehensive overview of Threads, including some of its features, the benefits you may achieve by using it, and how you should be using it for success.
Now that you have the lowdown, what are you waiting for? Get yourself on Threads and start exploring its business potential.
