Threads Marketing: Your Ultimate Creative Guide (2023)
As social media evolves to meet the needs of users and advertisers alike, more features and platforms will emerge. One example of this happening is with the release of Threads, Meta’s newest addition.
Released on July 5, 2023, Threads had literal overnight success, thanks to its sibling platforms, Instagram and Facebook. But with a new social media site, people have lots of questions like, what is happening? And, where do I even start? But mostly, what is Threads?!
Take a breath—we’ve got you. Here, we’ll explore everything you need to know about marketing on Threads. Let’s dive in!
What Is Threads?
Threads is the latest addition to the Meta family of social platforms. While it’s promoted as a text-based platform, users can share photos and videos as well, with up to 500 characters of text.
With over 100 million users in just five days, Threads became the fastest-growing social media platform in history. Much of this success is attributed to the platform’s connection with Instagram, which made signing up nearly instant.
Threads vs Twitter: What’s the Difference?
The Musk vs. Zuckerberg conversation continues. One of the most common questions about Threads so far is: what’s the difference between Threads and Twitter?
Launched in 2006, Twitter is a text-based platform that also allows users to share photos and videos. (You probably know that part already.) But since late 2022, when Elon Musk purchased it for $44 billion USD, Twitter has been struggling to retain users, time spent on the platform, and engagement rates. This decline has spawned a number of alternative contenders, including Mastodon, Bluesky, and, most recently, Meta’s Threads.
Threads is still missing some features that Twitter users are particularly fond of, including a feed made up only of people you’re following. While one update appeared to implement the feature, it wasn’t quite what people expected. Currently, users’ feeds are a mix of content from followed accounts and posts the Threads algorithm thinks they might enjoy.
Of course, it’s still early for Threads. While engagement has fallen over the course of its short life so far, it’s possible that it will increase again, especially as new features are added. As we all know, social media changes quickly (and often drastically), so updates and additions will always be just around the corner.
How Does Threads Work?
Similar to Twitter, Threads features a text-first format where users can share ideas, thoughts, and small snippets of their lives with others on the platform. Right now, the platform features a home page, a search feature, your activity feed, your profile, and an icon to create your own post. (Unlike Twitter, there’s no private messaging in the Threads app; it seems Meta’s idea is to keep messaging local to Instagram, Facebook Messenger, and Whatsapp, at least for the time being.)
How Does the Threads Algorithm Work?
Threads is still a relatively new social media platform, so we haven’t learned a lot about the algorithm just yet. But we’re certainly not starting from scratch, either. (After all, Meta has built a few algorithms that we know well…ish.)
Similar to other social media algorithms, the Threads algorithm wants to keep you on the platform as long as possible. To make this happen, it’s going to show users content they’re most likely to be interested in and engage with.
Best Times To Post on Threads
Like other social media platforms, Threads posting times are not an exact science. While there are best practices you can follow, the most effective strategy is to test your content. Once you get an idea of when your audience is most likely to engage with your content, you can adjust your posting schedule.
Until then, you’ll want to try posting content at different times throughout the week to find what works for your brand. For example, some industries are unlikely to reach high engagement rates during the weekends, but this could differ for your brand.
Some times to test include:
- In the mornings, before people head out for work.
- In the afternoon, during lunch breaks.
- In the late evening, as people begin
doomscrolling before bed.
What To Post on Threads
Even though Threads is a text-based platform, it’s essential to test several different kinds of content. While text does seem to be successful on the platform on its own, image and video marketing seem to perform even better.
Plus, Threads seems to be built with multiple content types in mind—even for a single post. When posting an image and a video, the viewing experience is seamless. The format seems to combine Instagram’s carousel-style post with the text-post format we grew accustomed to with Twitter.
When it comes to the size of images and videos, Threads seems to be more flexible than other platforms. While Threads doesn’t have paid advertising opportunities or social media video ad specs listed just yet, we might be able to expect a more flexible video marketing experience on the platform, as well.
Threads Marketing Best Practices
Though the platform is still relatively new, you can use best practices to get a productive start. Here are 10 of our best tips:
Tip #1: Focus on Authenticity
We’ve already talked about this a little bit, but getting on the Threads platform felt kind of … awkward. We all got there, but at first, it seemed like no one was quite sure what to do or say. This led to some funny interactions, but it also led to authenticity.
Lots of users spoke up to say: Hey! We’re here, but we’re not sure what to do now. And that sparked conversation. Other users agreed, and the platform naturally took off. Now, folks are sharing daily thoughts, photos, and videos to spark conversation, celebration, and engagement.
Tip #2: Level Up Your Creativity
Just like on other platforms, standing out is essential. Even though the number of social media users continues to grow, the amount of platforms and content continues to grow alongside them. With more choices than ever before, you need to level up your creativity to catch your audience’s attention.
Tip #3: Create a Consistent Posting Schedule
As with other social media strategies, you’ll want to create a consistent posting schedule so your audience knows what to expect from your brand. While your schedule should evolve (we’ll get more into that later), it’s essential to have some structure to help you get the most out of your initial time on the platform.
Tip #4: Make the Most of Your Content
A lot of people (read: marketers and social media managers) panicked when they heard about a new platform due to the increase in content needs. We’re not going to lie; that’s absolutely a factor. With any social media platform, you’ll need to create assets that relate to your audience—and those are likely different from your other assets in one way or another.
But there’s good news! You can always repurpose and/or tweak your existing content. Especially when you’re just starting out on a new platform, use the content you already have to test the waters.
Tip #5: Keep Track of Trending Content
What else is doing well on the platform? Are there any trending topics on the platform that are relevant to your brand? What are your competitors posting? Keep an eye out for other successful users on the platform and see what elements you can use in your own strategy.
While you’ll still be able to pick out trending content, it will be a bit more manual than most of us are used to. Since Threads doesn’t have a trending topics sidebar or feed (yet), you’ll need to find these yourself by scrolling through the platform.
Tip #6: Understand Your Audience
While social media user demographics are typically similar across platforms, they’re not exactly the same—and those seemingly small differences can make a significant impact. When it comes to marketing on Threads, make sure you know as much about your audience as possible. This will help you reach them most effectively with relatable and engaging content.
Tip #7: Establish Your Brand Identity
What is your brand like on Threads? Is your brand voice going to be exactly the same as it is on other platforms, or are you going to try something a little different? While you can always revamp your social presence, a clean slate (AKA a new platform) is a great way to test this out without any expectations.
Tip #8: Engage With Other Users
It’s never too early to engage with your audience! Meta has made it clear that Threads is a platform for conversations, so go ahead and engage with your audience. If you start conversations with users today, you’ll already have established followers and have a head start when you start advertising on Threads.
Tip #9: Learn How Threads Fits Into Your Social Media Strategy
Not every social media platform has to be at the top of your list. But you do need to test and find out which platforms are driving performance for your brand. Maybe Threads is where you can engage with your audience, educate them on your products, and answer some of their questions. Or maybe it becomes your largest ecommerce platform.
It all depends on your timing, audience, and products, so make sure you test out Threads and find out where it fits into your overall social media strategy.
Tip #10: Update Your Strategy As Needed
Measuring Success When Marketing on Threads
Just like every other marketing platform, measuring performance on Threads will be key to refining your strategy—and sharing your results.
One of the most effective ways to do this is through multivariate testing, which isolates certain parts of your video content. For example, you might want to test out different hooks, talent, or CTAs. By creating several variations of each piece of content, you’ll be able to find out what your audience really wants to see.
Plus, if you start testing now, you’ll be able to launch your first Threads paid video marketing campaign (once those become available) with learnings from your organic content, allowing you to optimize your strategy—and reach your KPIs—faster.
Making Threads Videos at Scale
As more social media platforms emerge, your marketing team may feel like they’ve got too much on their plate. And it’s probably because they do. But there are ways you can give your marketing team back their much-needed bandwidth, including by working with the right partners.
Here at QuickFrame by MNTN, we connect leading video creators with brands looking to make creative video content. Our end-to-end video creation platform helps your brand keep up in today’s fast-paced, video-first media landscape. From Threads to TikTok, internal video content to augmented reality, our creators have extensive experience in crafting compelling videos.
Ready to get started? Contact us today.
Threads Marketing: Final Thoughts
As we spend more time on Threads and learn more about the platform, these best practices will
likely definitely evolve. By spending more time on the platform, staying aware of updates, and testing your content, you’ll be able to refine your strategy and optimize your Threads video marketing strategy.
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