Your Go-To Guide to Threads

Threads - It’s Like Twitter But For Instagram Audiences

Instagram is forever testing, and we’re proud to acknowledge that we’ve been active on IG since before there were even Instagram Stories – we’ve been helping clients market through this app utilizing every update that’s been released, including Stories, Guides, Live, and everything else! So, as Instagram evolves and releases new features, we jump on them like Swifties on Ticketmaster and decide what’s worth businesses’ time. Instagram Threads, introduced as a companion app to Instagram, is another marketing world ground shaker that’s worth a deep dive and your marketing attention.

We have no ‘bad blood’ with the app, but in this blog, we’ll delve into the reality of Instagram Threads and explore the ways it can assist and affect your online marketing experience.

What is Threads?

Instagram Threads is a messaging platform similar in feel to Twitter (Now known as X) designed for close friends and connected communities. It enables users to share photos, videos, and messages with a select group of individuals. It focuses on the concept of close-knit circles, allowing users to maintain more personal and private connections within the large “Instagram” network. Threads reached 100 million users within just five days of launch and at first gave us ClubHouse vibes, but it is here to stay, so let’s unpack it.

Pros of Using Threads

1. Status Updates:

   When you open the app, you immediately see your friends’ updates, and it encourages you to create and manage a close friends list. Resulting in an experience that becomes unbelievably social, in the sense that what people are posting feels like break-room gossip or unhinged and unfiltered bar talk! This list becomes the core of your Threads experience, ensuring you share your updates with those who matter most to your community.

2. Making Conversations:

   Threads is a place to engage, chat, and ask questions to spark a back-and-forth and a really great way for businesses to foster and genuinely engage in interactive conversations with their followers. If your platform has something to say, Threads is a great place to share your message and have those public conversations.

3. Ease of Repurposing:

   You can give your Threads a second (or third!) life by sharing them to your Instagram Stories and/or your grid. Repurposing content is a great way to achieve reach, so luckily, you can utilize your Threads accordingly. 

4. Direct Mentioning:

   Beyond sharing status updates, Threads lets you include direct mentions, so it’s easy to include others in a public conversation.

5. No Ads or Tiers:

   Currently, there are no paid tiers or ads on the app. However, your verification mark from Instagram is carried over — even if you have paid for Meta Verified. 

“Obviously, Twitter pioneered the space,” Mosseri says. “And there are a lot of good offerings out there for public conversations. But just given everything that was going on, we thought there was an opportunity to build something that was open and something that was good for the community that was already using Instagram.”

— Adam Mosseri as interviewed for "The Verge"

Cons of Threads

1. Accessibility:

   Since Threads is powered by Instagram, once you download Threads, you cannot delete it without deleting your Instagram (though you may deactivate Threads at any time). Additionally, you can only operate one account at a time – you can’t switch accounts without logging out entirely. 

2. It’s GLITCHY:

   The Threads launch was rushed to capitalize on the Twitter drama, so determining success and analytics is difficult. Threads doesn’t use hashtags, a desktop version, or a substantial search option. To date (August 2023), Threads does not allow edits after you hit publish – so you’ll have to delete the entire Thread if you missed a typo, etc. There isn’t a scheduling function yet, so you’ll have to manually post your Threads, making it a very hands-on and time-consuming platform to manage because it lacks crucial features.

3. Screentime Fatigue:

   Though a helpful tool to be conversational, Threads requires you to be “boots on the ground” active and present. This means you’ll always need to be “plugged in” to appear in real-time, and juggling interacting with different groups of followers or friends can be overstimulating and overwhelming without boundaries.

4. Pressure & FOMO:

   The focus on status updates and constant sharing of your activities in real-time could lead to pressure to constantly update and pull you away from genuine experiences. You need boundaries or a dedicated team member to succeed with this app.

A Word From The CEO

“Threads may make you feel like you’re in the inner circle, but that’s not always a great thing. The gossipy feel and small talk could leave you with FOMO and take you away from your broader business goals. Know your goals and your boundaries.”

Alexandra E. Khan, Founder & CEO

In Conclusion

Instagram Threads offers a refreshing take on social media interactions by focusing on intimate connections and timely updates. Whether you're looking to connect with your closest friends or create a more personal online presence, Threads has the potential to enrich your digital experience. Though time-consuming, you can learn to navigate this platform to develop engaged relationships and share moments that truly matter in your company.