The Next X? What You Need to Know About Instagram’s Threads

Following the changing of the guard at the platform formerly known as Twitter, social media managers are left considering their options. 

Elon Musk’s tumultuous takeover has seen some brands quiet quitting the platform or suspending their accounts. In fact, since late October of 2022, ad spend has dropped nearly 60%. As Twitter continues to change with the rebranding to “X”, it’s likely this trend will continue.

But with no clear successor in sight, we’ve all been left evaluating the emerging alternatives with a wary eye. Access to Jack Dorsey’s BlueSky remains invitation only at the time of writing. Mastodon’s learning curve and decentralised nature seems to be holding it back as a replacement.

Amidst this uncertainty, social media behemoth Meta has stepped into the ring. The launch of its new Threads app generated some impressive early momentum and had some labeling it a “Twitter killer”. But is this buzzworthy upstart actually worth B2B brands investing in this early stage?

What is Threads?

Developed by the Instagram app team and headed up by Adam Mosseri, Threads is a shift from Instagram’s visual-first focus. It is a text-based social networking platform immediately familiar to any Twitter user.

Users can share short form text posts of up to 500 characters, links, photos, and videos of up to 5 minutes. They can interact with each other's posts with likes and comments, or quote and share Threads they come across on their feed with other users.

While Meta denies Threads is a copy of Twitter, the similarities are clear. Threads is often spoken about as an MVP  version of the platform, without features like hashtags, lists, or a topic search. Until very recently, there wasn't even a way to filter your feed to show only the people you follow.

Crucially, Threads leverages Instagram's existing user base - you need an Instagram account to access it. When signing up, you're prompted to follow your Instagram connections (although this is optional).

It’s this tight integration with Instagram that allowed Threads to explode out the gate, reaching 100 million sign-ups within a week. Piggybacking off Instagram's network effect, early Threads users enjoyed high engagement and a giddy atmosphere as connections flocked to the new platform.

Which Brands are Using Threads and How?

The early buzz and momentum has marketers intrigued. Major B2B brands who have been creating profiles and testing out the capabilities of the new platform include:

• Hootsuite

• Adobe

• Semrush

• Ogilvy

• Gartner

• McKinsey & Co.

• HubSpot

• Salesforce

• Slack

• Microsoft

A ‘wait-and-see’ environment is now becoming more ‘business as usual’. Social media teams who took a lighter, more informal approach as they evaluated Threads' potential on launch are settling into a more recognisable rhythm. Activity is largely focused on basic profile-building, engagement tactics, content promotion, and feeling out user response.

Thankfully some of the less well considered 'unhinged' posting trends of the first few days are settling down. Some excitable social teams got caught up in a meme of sending out posts consisting of nothing but rows of emojis, for example. They were soon reminded by users relying on screen readers that accessibility is not optional. Even on a brand new platform with no established norms, there are still sensible rules to abide by. Leading with value being another.

Some brands have been using Threads as a test bed for content ideas. Similar to how some companies used Twitter, you can post a short-form idea to see if it has legs, or ask a question of your users as a quick form of market research. Replies to your threads indicates something that can be developed into a longer-form piece of content and be included as part of a campaign on other platforms that currently offer advertising capabilities.

Potential Benefits of Threads

As Threads is still a brand new social media platform, these early benefits are only an indication of what could emerge as it becomes more established. 

Leveraging Instagram's User Base

As Threads is tied in to Instagram, it has a built-in user base that most new platforms lack. For B2B brands already active on Instagram, this link offers them the opportunity to enter the space without having to build up their user base from scratch.

Expected PPC & API Opportunities

Currently there are no PPC capabilities within Threads. However, that is expected to change soon. As part of Meta, it is expected that Threads will connect to the Meta ads ecosystem. If you have a Threads account, an Instagram profile, and a Facebook page, these platforms should all work together for online advertising opportunities across all platforms. 

Another opportunity is in API capabilities. As of now, Threads can’t be used with social scheduling tools, but once it has those capabilities within the Meta ecosystem, users will likely be able to build out interconnected campaigns across all of their Meta platforms. 

Open Protocols (Fediverse)

Social media is trending away from traditional closed servers into an emerging decentralised network of servers.  The fediverse is a collective of servers and includes platforms like Mastadon, PeerTube, and Lemmy. These platforms use open source standards, enabling seamless content sharing and user transition between platforms. 

Threads and Meta are both considering joining the fediverse, meaning that there may be even more existing cross-platform opportunities for B2B marketers in the future. However, this isn’t settled yet, so there are no definitive details at this time. 

More Freedom Than Instagram

While Instagram limits brands to visual-only posts, Threads enables text-based content that allows for a different expression of personality. Brands are using this freedom to be informal, conversational, and humorous as they engage users. 

It's unclear whether such freedom will remain as Threads evolves. But for now, brands are taking advantage of the creative license to connect with users in a distinct way from polished Instagram posts.

Developing Issues with Threads

While Threads is poised to deliver great opportunities to marketers, there are some limitations you need to consider. Here are a few of the major issues with the platform. 

User Drop-Off

After the app’s incredible debut, there has been a drop in daily active users. 

Some of this can be attributed to people downloading it to see what the hype was about without any intention of using it. However, another reason might be down to user frustration or mismatch. 

Users who have come to the platform from Instagram are used to communicating through visuals. While users from Twitter are faced with a platform that lacks the basic functionality they are used to. For some, this is a deal breaker. 

Journalists, for example, are one of the biggest cohorts of professional Twitter users. They are particularly frustrated by the lack of a desktop app, hashtags or the ability to search for topics in order to discover developing news stories.

Not Available in the EU

Threads is not available in the European Union. The reason for the lack of an EU launch date are concerns that Threads will violate the EU’s Digital Markets Act. 

That lack of presence could be a big obstacle for global brands. And it is obviously a major problem for companies focused on the European market.

Unclear Protections

One of the major objections to Twitter is the platform’s lax community guidelines and moderation. While Threads claims to prioritise security and wants to avoid the mistakes Twitter has made, it does collect a significant amount of personal data.

Is Threads a Good Option for B2B Businesses?

It is still too early to tell if Threads will become a fully-fledged Twitter alternative. Based on what we currently know, the question still remains: is Threads a good option for B2B businesses?

If you already have an Instagram account and user base, Threads might be worth exploring as it continues to develop. You can choose to go all-in and make Threads part of your marketing strategy, or just hang back, post casually, and see how it goes. 

For brands who aren’t on Instagram - and there are plenty for whom visual communication makes less sense - they will want to stake a claim on their preferred name. This will set brands up to be ready if and when Threads cements its position as the next big thing, becomes a part of the Fediverse, or opens up advertising opportunities. 

B2B businesses might also want to consider using Threads as a way to communicate internally. Fediverse protocols mean that each business gets their own server on the platform. Usernames will then be structured as “@companyname.username”. This could help establish brand authority and create internal messaging opportunities without paying for an intranet.

The Bottom Line

With Threads still in its infancy, the jury is still out on its long-term role and adoption. But B2B marketers shouldn't let uncertainty paralyse progress.

The wise path forward is prudent experimentation. See if you can find your target audience on the platform. Learn how they respond through low-risk content and engagement. Build a presence with consistency, not hype or jumping on every passing fad. 

Monitor emerging capabilities closely. If promising features develop that suggest longevity, be ready to activate campaigns confidently across Meta's aligned platforms. But maintain perspective - sustainable growth comes from gradually nurturing authentic connections.

For now, patience and pragmatism are advised. But proactive brands lay the foundations today to seize opportunities tomorrow. Engage thoughtfully, evaluate regularly, and prepare your next moves as the landscape evolves.

At 1827 Marketing, we know how to help our clients navigate the fast changing field of social media and get the most out of their campaigns. If you are interested in seeing how we can help your B2B business grow, request a demo and we will be in touch.