On Our Minds: Should We Be On Threads?

A little over a year ago, Meta released Threads, their version of a text-focused sharing app. Since then, users of Meta’s other platforms, especially Instagram, have likely noticed how content from Threads is creeping into their feeds. In late July, the app reported hitting 200 million active monthly users and is continuing to grow while adding new features to entice and retain this audience. With X seeing a decline in users for a myriad of reasons, it seems that people are looking for a new place to connect over real-time updates and public conversations, but should you—or your brand—be on threads? 

For many users, the adoption of Threads stems from the desire to capture the magic and connection of the early days of Twitter. The memes and commentary, knowing what’s happening in pop culture, and of course, a good story. While still in the early stages, the app’s growth is boosted by the seamless integration with Instagram, crossposting functionality, and a generally less “toxic” environment. Engagement is growing and folks are starting to engage in more conversations and niche communities are beginning to find each other and build connections. So now seems like a good time to join, or at least, enthusiastically watch.

Here are three things to keep in mind as you’re assessing if Threads is a place you want to be. 

1. Do you have the bandwidth to be part of the conversation? As a place for public conversations and real time updates, Threads (like X) will require attention and regular updates. How will it change your social strategy? Crossposting is great, but do you have bandwidth for custom content that speaks to users and mirrors how they are using the tool? 
2. Are you okay with experimenting (and maybe failing)? Threads is new, which means there is a lot to figure out. Do you have the resources or time to be able to play, test, experiment, and see how things work or don’t work on the app?
3. Why do you want to be on Threads? Yes, the answer can be because you just want to! And that’s great, but as with any app or tool, you need to ask yourself: Why am I using this? Is it adding something to my brand? My community? What is it about how my brand is using Threads will get people excited and make the app an important part of your social media ecosystem?

Social media is an ever changing landscape, but as long as you stay willing to play, test, explore, and most importantly ask questions, you’ll be great. See you on Threads!

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