Threads: What Brands Need to Know About Meta’s Instagram App

Unlock the potential of Threads, an Instagram app, by Meta! Learn what it is, how to get started, its features compared to Twitter, & how it can benefit your brand.

Written by
Monique Lorette
July 7, 2023

Instagram is known for connecting the world through photos and video, but have you heard about its latest release and the newest Twitter rival, Threads? Meta's creators on the Instagram team aimed to take what the photo-sharing app does best and transform that into a positive and creative space to express ideas through text.

In this article, we will explore what exactly the Threads app is, how it integrates with Instagram, and the unique features that set it apart from Twitter. You'll also discover how to get started on the new app, customize your account, and engage with other users in real-time conversations.

What Is Threads?

Threads is a new text-based social media platform and companion to Instagram, the photo-sharing app bought by Meta over a decade ago. The Threads app was built by the Instagram team, for sharing real-time text updates and joining public conversations.

Bearing a striking resemblance to Twitter, the new app took the digital world by storm when it launched a day earlier than expected on July 5th and already hit #1 in Social Networking on the Apple App Store. Users log in using their Instagram account and posts can be up to 500 characters long and include links, photos, and videos up to 5 minutes in length.

(Via Apple App Store)

According to a New York Times article, Mark Zuckerberg said, "I think there should be a public conversations app with over 1 billion people on it. Twitter has had the opportunity to do this but hasn't nailed it. Hopefully we will." He later announced on Threads that the platform received 10 million sign-ups in just seven hours. This includes a growing number of celebrities and brands like Jennifer Lopez, Shakira, Netflix, MLB, and Olivia Rodrigo. Users can access a Threads account directly from an Instagram page.

(Via @Netflix on Threads)

How To Get Started On The Threads App

  1. Download the App: Visit the Apple App Store or Google Play Store on your mobile device and search for "Threads, an Instagram app." Download and install the app currently available in roughly 100 countries.
  1. Log in with your Instagram Account: Open the Threads app and log in using your existing Instagram account credentials. Make sure you have an active Instagram account before proceeding.
  1. Account Verification and Importing Profile: Threads will prompt you to verify your account once logged in. After verification, you can import your Instagram bio, link, and profile picture to your Threads account or come up with something different. Keeping the same assets for your brand would help maintain consistency and familiarity across both platforms.
  1. Follow Accounts: Threads will prompt you to follow in bulk the same accounts you follow on Instagram, which also pre-follows anyone who has not yet joined threads. This helps ensure you can see updates from the users you are already connected with and that your brand’s existing followers can easily find your account.
  1. Explore and Engage: Once you have set up your account and followed relevant users, start exploring the content and engaging with other users. Get a feel for the interface and how it interacts with Instagram. Like, comment, and share posts to interact with the content or initiate conversations.

What Type Of Content is Posted On Threads?

On Threads, users can post text-based content with up to 500 characters, including links, photos, and videos up to 5 minutes long. Posts can be easily shared to Instagram stories or shared as links on other platforms, allowing for broader reach and engagement. Threads provides a versatile space for users to share concise, timely, and engaging content in various formats. The goal is to start conversations or create “threads” where users can engage with each other on a deeper level.

(Via @BravoTV on Threads)

Threads Vs. Twitter

Threads, also known as Meta's “Twitter killer,” has features that mimic Twitter, with a user interface design similar to Instagram's well-known navigation and icons. Users on both platforms can post primarily text-based messages to a feed, where other users can engage by liking, reposting, replying, and quoting.

Both Threads and Twitter allow users to post photos, videos, and links, supporting the creation of content threads and enabling users to organize related posts and participate in each other's conversations. Both of the social media platforms include safety features such as restricting responses, hiding specific words or phrases from feeds, or filtering replies to threads containing certain words.

One notable difference is that Threads does not feature a direct messaging function, unlike Twitter. Additionally, Twitter does not integrate with Instagram as Threads does. Users can directly access a user's Threads from their Instagram profile, and having an Instagram account is a requirement during sign-up. This seamless transition between the two platforms makes Threads particularly appealing for current Instagram users looking to join the conversation.

Pros Of Your Brand Joining Threads:

  1. You already have a following: Instead of building a new profile from the ground up, brands can download the app, automatically following all Instagram friends and reaching your current Instagram followers who join.
  1. Capture users on the platform early: By getting in early, brands can capture the attention of users already on the app and be among the first to tap into niche audiences. Now is the time to establish a solid brand presence and build a loyal following. (Note: Early adopters of Meta apps are typically “rewarded.”)
  1. You can express your brand’s voice: If your goal is to build brand awareness and establish a voice within a community, Threads is the place to do it. This platform is excellent for letting your brand voice shine, commenting on timely trends, and creating conversation among various communities.
  1. Communicate at an immediate textual level: Your brand can engage in real-time conversations, touch on pressing subjects, and answer questions promptly on Threads. Engaging with user content helps build connections, expand your reach, and foster meaningful conversations that can turn followers into customers. Plus, since the Instagram algorithm favors accounts with high engagement rates, responding to users and interacting with your followers will also improve your standings and build a loyal audience.
  1. Seamlessly integrate Threads into your Instagram strategy: This platform can be a medium for exclusive behind-the-scenes content and personalized customer service. It can be used to keep relevant conversations with your brand's audience beyond Instagram, allowing followers to engage in deeper conversations.

Cons Of Your Brand Joining Threads:

  1. Threads is time-consuming: Let’s be honest, marketing teams are already limited on time and resources, so adding another social media presence to schedule and maintain can be scary. Threads would require significant investment to effectively engage with users, create relatable content, and respond to engaged users.
  1. Threads is a new platform: While the platform seamlessly connects your brand with your current Instagram followers, it is still a new platform with limited users. Not everyone is on or even knows about the platform, which means there is a limited audience base. Additionally, the platform's future is up in the air, as it could shift directions or disappear altogether.
(Via @Netflix on Threads)

Threads, an Instagram app by Meta has significantly impacted the social media industry, providing brands with the potential to connect with Instagram users in new ways. With its real-time conversations and seamless integration with the popular photo-sharing platform, Threads offers a unique opportunity for engaging followers and building relationships.

However, it's important to consider the time and resources required to maintain a presence on Threads. While it presents exciting opportunities, brands should carefully assess their marketing resources and goals to determine if it's worth the investment. If you need assistance in developing an effective digital marketing strategy, contact Delicious Digital Marketing for expert guidance and support.