Analyzing Threads Pt. 2

Hello, marketers! We’re back with updates to Meta’s newest app: Threads. 
 

A Recap

Threads launched on July 7th, capturing the attention of users with a remarkable display of excitement and innovation. It rapidly gained traction within the social media landscape, amassing a staggering number of followers in a surprisingly short span of time. Its phenomenal success manifested in an astounding achievement of 100 million downloads within its first week. Given this impressive performance, it would seem Threads has the potential to be the next prominent social media platform. 

Over here at thunder::tech, our Social Media Team took the first month to create a Threads account and monitor everything happening. With such a meteoric rise in popularity, we wanted to get a pulse on the longevity of this spike and see if it would lose steam as quickly as it gained popularity or if it was time to pivot our strategies. Since Threads highly resembled Twitter (now known as X), we thought audiences would thrive in this new space. However, that was only the case in the beginning stages. 

After the first week or so of Threads being live, the initial excitement of the “Twitter Killer” soon wore off, and for good reason. 
 

Some "Glitches"

After the first week or so of Threads being live, the initial excitement of the “Twitter Killer” soon wore off, and for good reason. There are many factors why Threads has much room to grow. Like we mentioned in our blog when the app first launched, there are still a lot of privacy unknowns, especially since Meta owns Threads, which itself has had a list of concerns list of concerns over user data and privacy.  

The app continues to lack desktop capabilities and has no options for scheduling content for social media marketers. Additionally, search functionality ends at finding other users. If you want to search for specific topics, you’d have to head to Twitter. 

As for the vibes of the app, it’s basically the same as your Instagram or Twitter feed. Since your feed is curated by what you follow on Instagram, there’s not much to set Threads apart in a long-term way. For brands, this could forge two very solid paths for the future: use the opportunity to differentiate content and stand out or abandon ship. 

What's Next?

We have to give Threads a little grace, though. Since the July 7th rollout was known to be “in beta mode” for everyone, there’s time for the promise of updated tech to improve the overall Threads experience. While our plan as social media marketers is to continue to monitor user behavior before making a plan, every brand should set aside some time to monitor for themselves and see what changes over time, if anything! 

As always, we’ll be back in a few months to check in on any platform evolutions, like the dedicated marketers we are! 
 

If you have any questions about Threads or want further insights into social media marketing strategies, don't hesitate to get in touch with our expert Social Media Team – we're here to help you navigate the ever-evolving landscape of social media!