Within a few months of its inception in mid-2023, Meta Threads was on track to becoming one of the hotspots within the social media space, more so in the context of digital marketing. This latest online social platform, conceptualised as competition against Twitter (formally known as X ), is another venture into the moulding of online interactions by Meta. But, how far has it progressed and what does it mean for evolving digital marketing trends?

Well, the the launch followed a great deal of high expectations, given the vastness of the Meta user base from Instagram and Facebook. The service received millions of users within hours of going live, due to the seamless connectivity with the Instagram platform. As per Google Trends, during the time of release, Meta Threads witnessed a surge in search interest worldwide, which showed great curiosity and traction.

How is it performing now?

Contrary to when it began, the data indicates a challenge in the retention rates. According to a variety of technology platforms, Meta Threads seems to have fallen off significantly since their initial high of daily active users. Furthermore, according to Meta’s internal transparency reports, user engagement has failed to level-up to Twitter’s (now X) high-frequency posting as many users have adopted the “wait-and-see” approach before giving it a full-time go. 

Meta’s Widely Viewed Content Report gives a sense of the content trends on all of its platforms. Early data indicates that, like Facebook and Instagram, Threads is full of super-short, casual posts. However, the audience on Threads seems far more willing to discuss growing topics like sustainability and digital literacy, simply because early adopters are more tech-savvy and globally conscious.

What do the users think?

Overall, reviews have been mixed- while some are enjoying the clean, minimalistic interface, others feel it lacks features other competitors would offer, like enhanced hashtag capabilities or advanced search tools. A number of influencers have also mentioned that Threads has not carved out an identity for itself separate from other Meta platforms, making it hard to separate its utility in a social media space that is already filled. 

On Google Trends, searches for “Meta Threads review” have remained fairly consistent since the site launched, a clear indicator that the public is still trying to work out its long-term value. Responses on various sites say that although many signed up to the service on the very first day, the freshness has worn off and people seem to have returned to platforms with which they are more accustomed.

Should you be on there?

The question of whether digital marketers should start investing time and resources into Meta Threads still lingers but the short answer is, like any platform it depends on who you are and what your goals are. If you’re an emerging brand or a digital creator looking to get ahead of the curve, then it will be worth getting onto Threads now. The platform is still not saturated with advertisers, so organic reach would be higher at this stage than on Instagram or Facebook and you would be targeting a more Tech-Savvy, curious audience.

Data from the GWI 2023 Global Trends Report shows that there is a growing cadre of users sensitive to privacy issues, interested in smaller and more specialised platforms. By nature, Threads is much smaller in scale, centered around discussions, so it could be a better fit for brands and industries that are more niche and are looking to drive engagement. In this regard, building a presence in Threads could help your brand establish thought leadership. 

Similar to X, Threads, is all about the text but with its unique “thread” functionality that allows users to post “long” text broken up in pieces that is uniquely able to pull audiences in and drive conversation which is what sets the platform completely apart. Brands can use this format to share quick tips, join discussions, or start a conversation around a trending topic. Adding polls or Q&A may also encourage much better engagement than the simple promotion posts.

The pitfalls?

Of course, with all that potential comes some implicit pitfalls and here’s 3 that you shoulc consider when building your strategy:

• Similar Platforms Overlap: Users have commented on how similar Threads can be to an all-text Instagram. Brands might feel diluted when posting the same, or very similar, content on multiple platforms instead of complementing said messaging. 
• Declining Engagement: The Meta Transparency Report shows that one compromising factor is holding onto user interest. The decline in engagement implies that unless Meta keeps innovating and differentiating Threads, it might not be the best way to build long-term value for brands.
• Ad Ecology: Not all the features in Meta’s ad tools, including the Ads Manager, are available on Threads. That means, for now, marketers are still somewhat limited when it comes to advanced targeting and analytics, which may be holding back the usefulness of the platform as a channel for advertising.

To wrap it up:

Threads by Meta remains in its infancy, and its trajectory is yet to be determined. Given the advantages that are especially accruable to early movers, digital marketers would do well to proceed with necessary caution. The tracking of growth and engagement metrics, such as those reflected in Meta’s Transparency Report and Google Trends, will be key to decision-making. It is, for now, a fascinating prospect for brands wanting to test new platforms, but long-term success will be left up to Meta’s ability to build & retain user interest as well as differenciate the platfrom from their competitors.

References 

https://pavonegroup.com/news/one-month-later-metas-threads-is-still-in-wait-and-see-mode/ https://www.forbes.com/sites/rogerdooley/2023/07/25/threads-engagement-drop-not-shocking/

Researched by Christine Shabangu, Lungelo Dube, Refilwe Senyarelo. Written by Motheo Chalatse. Edited by Noluthando Zondi.