Threads 101: When Ctrl+C / Ctrl+ V Doesn't Go Wrong

Zuckerberg copies with pride. 

Instagram reels and Lasso are from TikTok, Instagram Stories and Facebook Slingshot are from Snapchat, Facebook Dating is from Tinder, Poke is from Snapchat …we can keep going, but the list is endless. 

This raises the question: is Meta's success built on copying its competitors?

Arguably, it doesn't matter.

As the saying goes: Good artists copy; great artists steal. And based on the success Meta has seen from copying and building on the ideas of other giant platforms, its recent launch of Threads, the Instagram-based platform with undeniably most characteristics of Twitter, could threaten Twitter's dominance in short-form blogging.

What does that mean for businesses?

Will it be a good marketing platform? That is what this blog explores.

Ctrl+C – Ctrl+P

If you're active on Twitter (which you should be if you have a business), you likely have witnessed or noticed the changes since Musk "let that sink in."

To mention a few that have proven unpopular with customers and businesses:

• Twitter cut huge numbers of its staff
• Twitter Blue failed and led to brand impersonation
• A limit on the number of posts users can read per day was imposed, limiting advertisers' reach

The outcome?

Businesses and users pulled out of advertising on Twitter, and alternatives like Mastodon, Truth Social, and ex-Twitter-CEO-owned Bluesky became more popular.

But none had a more significant impact than Meta's Threads.

Threads is Meta's Twitter. It is a conversational platform whereTwitter features like text posts are limited to 500 characters, and users can like, reply, or share posts.

In just 16 hours after Meta rolled out Threads, it had over 30 million users. 

Thoughtfully, should they have developed a new model instead of using the one Twitter pioneered, they would have had difficulty convincing creators and brands to join them.

It’s great they didn’t try to reinvent the wheel. 

The familiar UI makes Threads easier to use, giving users a seamless experience.

This seemingly Ctrl+C / Ctrl+P has threatened Twitter to the point that it sent a legal notice to Meta.

Threads' popularity, which well dwarfs ChatGPT's, could also result from Meta's impeccable timing amid Twitter's controversies.

Threads is also easy to sign up for (and also quite familiar to Twitter), taking less than a minute if you have an Instagram account.

You also don't have to start building your feed or brand from scratch because you can follow all the accounts you follow on Instagram. Also, it operates within Meta's larger ecosystem, which is a huge plus because it is easier to align with the rest of your social media profiles.

Threads isn't a new application, so it may sound familiar.

Back in October 2019, (then) Facebook launched "Threads from Instagram," But it was more of a Snapchat alternative. It didn't get enough traction, so it became Instagram's "Close Friends" feature.

For now, the application has been rolled out in the U.S. and the U.K., but due to the stricter GDPR rules, Threads isn't available in the EU.

What You Should Know About Threads

Threads claims it's an application "where communities come together to discuss everything from the topics you care about today to what'll be trending tomorrow.

Whatever it is you're interested in, you can follow and connect directly with your favorite creators and others who love the same things — or build a loyal following of your own to share your ideas, opinions, and creativity with the world."

Here's what you should know about the Threads app.

• You must have an Instagram account to use it, and you can use your Instagram profile or customize it. You can also follow all the accounts you follow on Instagram, so you don't have to painstakingly locate your friends.
• Text posts are limited to 500 characters each, and videos can only be five minutes or less.
• It doesn't have direct messaging, so it'll be an issue if you offer customer service through social media messaging.
• There are no paid ads in Threads, yet.
• Threads doesn't have a desktop website, so you must have an Android or iOS application.
• You cannot delete your Threads account without deleting your Instagram account.
• You can include links in your posts, unlike Instagram.
• Threads isn't available in the EU for the foreseeable future.
•  

The Marketing Potential of Threads

There hasn't been any mention of ads or monetization on Threads yet. But chances are Meta is first building an audience before introducing ads.

It will be easier to move ad budgets to Threads because it's likely your brand has a commercial advertising relationship with Meta's platforms.

When they introduce ads, it's likely that you won't need that much effort to launch your strategy. Remember the way Instagram expanded into the Explore page with the familiar UI?

Threads has a vast marketing potential because of Meta's pervasiveness in the advertising ecosystem, which will encourage businesses to adopt the platform.

Some of the ways Threads can impact marketing include the following:

• It has a higher character limit and no usage restrictions, so you can share more and improve your SEO.
• Threads uses existing connections on other platforms to make advertising easier and more effective.
• It is very easy to advertise due to the familiarity of Meta's advertising platforms and management dashboards.
• It can protect brands, like Instagram, unlike Twitter, with the Twitter Blue experiment that increased brand impersonation.
• It can be more accessible for micro-influencers that can't or don't want to pay for verification. Twitter users that don't want to pay for verification can't enjoy Twitter's prioritized rankings and other features.
• Better community moderation to minimize the negative messages that spiked after Musk supposedly committed to "free speech" by reducing content moderation.

Should Your Business Join Threads?

Yes, you should. But there's a catch.

Threads isn't Twitter. And that’s not a bad thing. 

While they have several similarities, they serve different purposes. Twitter is a "town square" where customers voice their concerns for fast redressal, while Threads offers a more personal and private environment that has the potential to become a platform for campaigns and pitches.

If your business is seeking to engage with your target audience in a more intimate and targeted manner, you can leverage the opportunity that Threads provides and capitalize on Meta's track record of successful Ctrl+C / Ctrl+V.

Joining Threads could be a strategic move worth exploring. The new avenues for targeted marketing and audience engagement can enhance the impact of your advertising.

What if it turns out to be a burst? It could lead to lost time, wasted resources, disrupted marketing strategies, etc.

Consider the tips below as you join Threads to mitigate these risks.

1. Start With a Test Phase

Don't commit all your resources to Threads. Instead, consider starting with a test phase to assess its viability and gauge its alignment with your business goals.

2. Diversify Your Strategy

Don't leave Twitter (if you haven't yet) or any other established platforms where you have a target audience yet. Keep your audience diversified. This will ensure that even if Threads doesn't meet your expectations, your marketing efforts on other platforms can still yield results.

3. Monitor and Adapt

Keep a close eye on the performance of your posts on Threads and adapt your strategies based on performance. What worked on Twitter might not work on Threads, so you should be flexible and agile.

4. Build on Your Existing Success

If you already have a strong presence on other platforms, such as Facebook, Instagram, TikTok, and Twitter, you can leverage your existing target audience to drive traffic and engagement on Threads. You can achieve this by cross-promoting your Threads' content and profile on your established channels. This reduces the risk of low initial engagement.

5. Ensure Consistency

Ensure your brand's Threads messaging and visual identity are the same as that of other platforms. That means using a consistent tone, message, logo, color palette, etc. It will make your business more identifiable and memorable in the new turf. However, you should adapt your content to fit the context and nuances of Threads.

6. Keep an Eye on Updates and Trends

Stay informed about market trends and user preferences on threads, and watch out for the rollout of new Threads features and functionalities. It is bound to get more features in time, so you should stay informed about them to learn how they can impact your business.

7. Prepare for Contingencies

Twitter alternatives have come and gone, but none manages even to dent the dominance of the microblogging platform. High downloads and signups don't necessarily mean active usage, so you can't be sure Thread's can match Twitter's 550 million daily active users. So, even with Meta's track record of successful copy-pasting, you should be prepared for potential challenges and uncertainties in case Threads doesn't meet expectations.

Take Advantage of Threads

Zuck has a good track record of copy-pasting, so there might be something to the new Threads app. But should you sign up?

Yes, you should.

If for no other reason, create a Threads account to secure your handle. You have nothing to lose. Do it now to capitalize on the initial interest and increase your visibility before the curiosity wears off and other brands catch on. You can download Threads on the Apple Store or Google Play Store. 

If you need assistance with content writing services tailored for Threads or any other social media platform, Zoey Writers is here to help.

Our team of experts can create powerful, persuasive content that reflects your values, speaks to your audience, and understands their pain points. We can help you drive your brand's visibility and success. Contact us today.

Photo by amirali mirhashemian on Unsplash. Thank you, Amirali!