But what is Threads? How does it work? How should brands use it? What impact will it have, if any? In this latest Kubix blog, we answer all these questions and more about the latest social network to take the world by storm. 

What Is Threads?  

There’s more to Threads than meets the eye. The reason Threads exists is all down to the struggles of another platform - Twitter. In October 2022, a certain Elon Musk acquired Twitter for $44 billion, and immediately began to drastically alter its way of doing business. 

By introducing a much more lenient content moderation policy, and by laying off most of its moderators, the gates were open for more controversial content to take hold on the website. As a result, some users started to leave the platform, and advertisers followed them.

Twitter has since lost half of its revenue and a multitude of alternative platforms have appeared in recent months. From Bluesky to Mastodon, a variety of alternatives have generated some traction, but not enough to be considered a true contender. 

Not until the arrival of Threads that is. 

A direct tie-in with Meta’s Instagram platform, Threads is a text-based social network that is strikingly similar to Twitter. Launched on 15th July, Threads allows Instagram users to sign up using the same username, profile picture and following list (provided those they follow are also on Threads). Users are invited to post short text updates which then appear on their feed and become visible to other users. 

Frankly, we don’t need to explain how a Twitter-like website works, but it is important to note the different direction Threads has taken to other platforms. Meta repeatedly emphasises their aim for Threads to be much more about friendly chat and conversation, versus the news and public debate (and toxicity) that Twitter became known for. Humorous, friendly and informal content is the order of the day, with a solely algorithmic feed (for now) that recommends content to users, much like TikTok does with video. 

Threads has the potential to be the ‘next big thing’ in social media. With a user base rapidly approaching that of its closest competitor, it’s important for brands and influencers alike to keep more than an eye on it. 

Threads for Brands And Influencers 

While there’s still no paid advertising on Threads, brands have exploded on the platform. Within hours, some of the biggest names took to the app to make their mark on uncharted territory. 

But posting on Threads has taken a very different turn to other platforms. Rather than pontificating or projecting to consumers, brands are adopting a much more conversational and even humorous tone.  

Like many big names, McDonald’s UK has let their social media managers loose, writing posts as if the account was their own, announcing that their admin is off to a music festival, while simultaneously tying it in with a Threads-exclusive offer. 

Memes are big on Threads too. Here, Virgin Media has been very ‘meta’ using memes, in anticipation of memes.

Some are taking the conversation to other brands. Here Twitter favourite Aldi gets chatting with Channel 4 and the dating app Bumble.

It's also worth noting that Threads has been warmly accepted by influencers and celebrities too. From Kim Kardashian to YouTube king Mr Beast, the platform has benefited from their massive audiences, helping to drive up initial interest and engagement.

Engagement is the keyword here too - samples of data from big brands show engagement is high on the app, with ‘likes’ and replies higher relative to follower count when compared to Twitter. 

But can all this tongue-in-cheek content sustain the interest of people beyond the initial post-launch buzz? While 100 million users is impressive, there’s since been a dip in new sign-ups, leading many to question whether Threads will be yet another flash in the figurative social media pan. 

Right now it’s a make or break time for the future of the app. With the launch excitement having petered out, the question of whether it can sustain sufficient interest and engagement long term hangs in the balance. 

How Can You Use Threads?

Using Threads as a brand requires a different approach to that of other platforms. First, sign up and import your Instagram followers. If your followers have set-up their account to automatically follow the accounts they follow on Instagram, they’ll automatically follow you on Threads too. Keep this in mind, as your Threads audience will match your Instagram audience and their interests. 

To start with, just start talking to your followers. Be conversational and friendly. If you haven’t posted content on Twitter before, be mindful of the nuances of posting on a text-based social network. Post frequently, and try to engage with other accounts. Use memes, humour and be relatable with your audience. 

For now, and until sponsored content comes along, this approach is all we can recommend. Keep an eye on your engagement stats (likes and replies), and if you fail to see sufficient traction, it may not be worth continuing to invest time and resources into the app. 

Is Advertising Coming To Threads? 

The biggest and most notable absence from Threads: paid advertising. With so many brands already making their mark on the platform, you’d be forgiven for thinking advertising is already available. 

Reports suggest that branded content tools are coming. As Threads has been created by the team behind Instagram, it’s expected that the tools will mirror that of Instagram. There will likely be sponsored posts, and an ability to manage Threads ads through Meta’s Business Suite. 

The usefulness of ads on the platform will be determined by its overall success, but as a social network that (so far) drives high levels of engagement, it has the potential to be a powerful new tool in the marketing armoury of e-commerce merchants. 

Watch This Space 

Threads is an emerging platform that offers a lot of promise. With iconic brands and influencers making their mark on the app already, and over 100 million users using it, Threads can’t be ignored. 

With paid adertising on the way, Meta’s new app is a promising addition to the social media landscape for e-commerce merchants. While a new way to reach consumers is always welcome, only time will tell if this platform will have any lasting impact. 

For now, creating an account and joining in with the conversation is the best way to ensure you’re ready to capitalise upon the app should it prove to become a true Twitter replacement.