By Insightful Innovators ( Researchers: Kelebogile Thokwane, Reabetswe Khumalo, Sandile Nkomo, Sibusiso Nkomo; Copywriter: Snakhokonke Dlungwane; Editor: Estelene Green)
“Within only 7 hours of launch, Threads already had a user base of more than 10 million worldwide.” This is the first thing that comes up when you look at the history of Threads on Google. It has been just over a year since this launch that took the world by storm. As junior digital marketers, we are curious to see if Threads was worth the hype, what are the disadvantages and advantages, how can we use it in the digital marketing space, and what people are saying about it. That is all we will be covering in this blog piece. Let’s dive in.
History of Meta Threads
Threads is an app from Instagram where you can view and share public conversations. It is a platform that looks a lot like Twitter but with Instagram twists. It uses the Instagram aesthetic and navigation system and offers the ability to share and post Threads directly to Instagram.
Launched on July 5th, 2023, the platform now has more than 200 million active users as of August 2024 after a steep decline in activity following its launch. Why did this happen? Initially, the lack of retention was attributed to the limitations of the platform, such as the inability to customise the feed and only being able to see content from random accounts they don’t follow.
Current Status:
According to a Backlink team article, the platform currently has a total of 33 million daily active users as of August 2024. However, this success wasn’t without its challenges, as there was a 79% decline in usage just a month after the launch. A survey by HubSpot revealed that 39% of users planned to use the platform more often, 13% planned to decrease usage, and 17% planned to quit using the platform. Additionally, users currently spend only 3 minutes on the platform daily, compared to the initial 21 minutes.
Public Reception:
One user wrote that “to understand Threads just imagine all the worst parts of Instagram and Twitter (X) in one place.” Another user on the platform asked his fellow users if they noticed how Toxic Threads is becoming, “it seems to be purposely pushing content that opposes your personal beliefs and values.”
Advantages of Threads :
- Seamless integration with Instagram for quick access and connection with existing contacts.
- Positioning itself to promote positive and productive conversations in a moderated environment.
- Rapid user growth is leveraged through its connection to Instagram.
- Text-based simplicity caters to users who prefer text-focused communication.
Disadvantages of Threads:
- Launched with feature limitations such as no hashtags, direct messages, or desktop interface.
- Experienced a decline in user engagement after a strong launch.
- Faces scrutiny over privacy and extensive data collection practices.
- Currently available only as a mobile app, which may be inconvenient for users who prefer managing social media on a desktop.
Tools and Tips for Marketers
Take into account these tactics to make the most of your presence on Threads:
- Utilise Current Audiences: Engage with your present Instagram followers by using Threads. Its synergy can increase interaction rates and visibility.
- Emphasise genuine communication: Have real discussions as opposed to merely sharing promotional material. Neil Patel, a marketing guru, once said, “People do not purchase what you do; they buy why you do it.”
- Try Different Content Formats: Although Threads focuses on text, you may enhance the user experience by integrating text with graphics and videos. Use scheduling apps like Hootsuite and graphic design tools like Canva.
- Monitor User Feedback: Stay current with user insights and change your content strategy accordingly. Retaining engagement requires knowing what your audience needs.
Meta Threads presents opportunities and challenges for digital marketers. Its rapid growth and Instagram integration make it ideal for building new client relationships, but navigating its restrictions and privacy issues requires caution. Platforms like Threads are valuable case studies for digital marketing education, teaching us to adapt tactics to a changing environment. To maximise Meta Threads’ potential, embrace change, stay updated, and be authentic. As we continue our studies in digital marketing, platforms like Threads serve as essential case studies in how we adapt our strategies to meet the evolving landscape. Embrace the change, stay informed, and engage authentically to make the most of what Meta Threads has to offer.