Introducing Instagram Threads, Meta’s dynamic answer to the ever-evolving world of social media. As the digital realm continues to weave its intricate tapestry of connections, Threads emerges as an exciting text-based counterpart to Twitter, intricately entwined with your Instagram identity. With just a few clicks and your trusted Instagram credentials, you can swiftly venture into this new social landscape.
In July 2023, Meta unveiled Threads, a captivating addition to its arsenal of social media platforms. Since its debut, it has captivated the attention of users and businesses alike, igniting a buzz of curiosity and possibilities.
If you’re on the fence, wondering if Instagram Threads could be a valuable asset for your business, you’re in the right place. Join us as we delve into this comprehensive guide, unveiling the full spectrum of opportunities presented by this exciting newcomer in the social media arena.
Table of Contents
- Overview of Instagram
- What are Instagram Threads?
- What Makes Instagram Threads Different?
- Should Marketers Jump Into Instagram Threads?
- How to Set Up a Threads Account
- How to Use Instagram Threads for Marketing Success
- Successful Threads from Top Brands
- To Sum Up
Overview of Instagram
Instagram is a popular social media platform that primarily focuses on visual content sharing. It was launched in 2010 and has since become one of the most widely used social networks worldwide. Here’s an overview of Instagram:
- Visual Content: Instagram is primarily designed for sharing photos and videos. Users can post images and short videos, along with captions and hashtags.
- Stories: Instagram introduced “Stories,” a feature that allows users to post temporary content that disappears after 24 hours. This feature is widely used for sharing more casual and in-the-moment updates.
- IGTV: Instagram TV (IGTV) is a platform for sharing longer videos, often used by content creators and influencers for more in-depth content.
- Direct Messaging: Instagram has a direct messaging feature that allows users to communicate privately, share content, and even make voice and video calls.
- Explore Page: The “Explore” page showcases content tailored to a user’s interests and trending posts, making it easy to discover new content and users.
- Hashtags: Hashtags play a crucial role in organizing content on Instagram. Users can search for specific hashtags to discover posts related to their interests.
- Followers and Following: Users can follow accounts they’re interested in, and in turn, other users can follow them. The content from accounts a user follows appears on their feed.
- Likes and Comments: Users can engage with posts by liking them and leaving comments. Engagement is a significant metric for content creators and businesses.
- Business and Creator Accounts: Instagram offers special account types for businesses and creators, providing additional features like analytics and promotions.
- Advertising: Instagram offers advertising opportunities for businesses to promote their products or services to a highly targeted audience.
- Privacy Settings: Users can choose to set their accounts to private or public, controlling who can see their posts.
- Filters and Editing Tools: Instagram provides a variety of filters and editing tools to enhance the quality of photos and videos.
- Live Video: Users can go live on Instagram to interact with their followers in real-time.
- Shopping Features: Instagram allows businesses to tag products in their posts, making it easier for users to shop directly from the platform.
- Community and Trends: Instagram has a vibrant and engaged community. Trends, challenges, and hashtags often go viral, allowing users to participate in various online movements.
- Global Reach: Instagram is available in multiple languages and has a global user base, making it a valuable platform for reaching a diverse audience.
Instagram continues to evolve with regular updates and new features, making it an essential tool for personal expression, brand promotion, and content sharing in the digital age.
What are Instagram Threads?
On July 5, 2023, Meta introduced Threads, a text-based chat application that offers a user experience somewhat reminiscent of Twitter.
It features a feed of text-based posts, enabling users to track global events and engage in their discussions. Upon joining Threads, your feed comprises accounts you follow and content recommendations from creators the Threads algorithm deems appealing.
With a 500-character limit per thread and support for incorporating photos, videos, and links, Threads serves as an effective means of communication within your network and beyond.
Notably, the name “Threads” may ring a bell, as Instagram initially introduced a product with that name in 2019, marketed as a “camera-focused messaging app for staying connected with close friends.”
The 2023 version of Threads marks a complete overhaul of this previous product.
What Makes Instagram Threads Different?
Instagram serves as a platform for sharing various types of content, such as photos, videos, stories, and reels, to provide glimpses into one’s life.
In contrast, Threads is an app primarily centred around text-based communication. Threads allows you to create posts called “threads” with a character limit of 500.
Although you have the option to include photos, links, and videos (with a maximum duration of 5 minutes), these elements take a back seat in this text-centric application.
On the right side, there is Instagram, and on the left there is Threads.
Similar to Twitter, Threads encourages users to engage in conversations using threaded posts within this Instagram companion app.
At its core, Threads revolves around concise and quick text posts, perfectly suited for capturing real-time updates, while Instagram primarily caters to visual content.
Instagram and Threads, while distinct in their ways, both belong to the Meta family, and this affiliation brings about certain shared characteristics.
Notably, their interface exhibits a commonality. When you enter the Threads application, you’ll immediately notice its Instagram-inspired layout.
From the bottom toolbar to the settings menu, the familiarity of the interface eases navigation within the app.
Should Marketers Jump Into Instagram Threads?
For marketers considering adding Threads to their extensive list of social media channels, Challin Baro, Senior Director of Marketing at Avionos, recommends a strategic approach.
He suggests beginning with a comprehensive analysis of their current Instagram audience and engagement data.
Given that Threads’ user base is essentially an extension of the Instagram platform, this initial step equips marketers with valuable insights into their audience’s demographics and engagement preferences.
How to Set Up a Threads Account
To begin using Threads, you can follow these steps:
- Download the Threads app from the App Store (iPhone) or Google Play Store (Android).
- Once the app is installed, open Threads by tapping on the icon.
- At the bottom of the screen, tap “Sign in with Instagram.” You will see the Instagram account that you are currently logged into.
- If you are not signed in to the Instagram app, tap “Log in with Instagram” at the bottom to log into your Instagram account. After logging in, you will be directed back to the Threads app.
- If you have multiple Instagram accounts and wish to sign in with a different one, tap “Switch accounts” at the bottom and select the desired account. If your account isn’t listed, tap “Log in to another Instagram account” and log in.
- Once you’ve signed in with your Instagram account, you can:
- Upload a profile picture by tapping on your profile picture next to your name.
- Create a bio for your profile by tapping “Bio.” You can enter your bio or import it from Instagram by tapping “Import bio from Instagram” at the bottom. Then, tap “Done” in the top right.
- Add links to your profile by tapping “Link.” Enter a URL and title for your link, or import a link from Instagram by tapping “Import link from Instagram” at the bottom. Tap “Done” in the top right.
- Explore profiles to follow by tapping “Following.” To follow a profile, tap “Follow” next to it.
- To import all the above information from your Instagram profile, tap “Import from Instagram” at the bottom.
- Afterwards, select whether you want to have a public or private profile at the top, and then tap “Continue” at the bottom.
- Review the terms and policies, and when you’re ready, tap “Create profile” at the bottom.
These steps will help you set up your Threads profile and start using the app.
How to Use Instagram Threads for Marketing Success
1. Engage in Meaningful Conversations
Threads isn’t just a passive content-sharing platform. It differs from traditional blogs or even Instagram, where content can be posted and left alone.
As the name suggests, Threads encourages you to create interconnected “threads” of posts, complemented by comments and possibly additional relevant content tied to the initial post in the thread.
Upon visiting your profile, you’ll find two distinct columns: Threads and Replies. This layout simplifies the process of tracking responses to your posts and maintaining ongoing discussions.
2. Avoid Treating Threads as a Sales Platform
Many businesses mistakenly view social media as a direct sales channel. However, this approach is flawed, as the majority of social media users do not log in with the intent to make purchases daily.
While some do, this is where platforms like Facebook and Instagram, with their advertising capabilities, come into play.
Threads, being relatively new and lacking advertising support, is not suited for direct sales at this stage.
3. X (Twitter) and Threads Similar Strategies, with a Few Exceptions
The similarities between Threads and X (Elon Musk’s rebranded Twitter) have been widely noted. If you’ve already built a successful presence on X, you’ll likely find that many of your existing strategies can be adapted for the new platform.
However, it’s crucial to be mindful of some notable distinctions between Threads and X. Notably, Threads presently lacks robust search capabilities, although there are ongoing trials for an improved search function. Furthermore, Threads does not currently recognize hashtags.
4. Offer Exclusive Threads Content
Once You Build an Audience Keep in mind that a substantial portion of your Threads followers may also be following you on Instagram, as these two platforms are closely interconnected.
Additionally, some may be following you on X and other social applications. To pique the interest of your Threads audience, it’s beneficial to incorporate exclusive content into your Threads strategy.
This approach demonstrates your genuine concern for your Threads followers, highlighting that you value their connection beyond merely increasing your follower count.
5. Videos Continues to Shine
Twitter stood out among social media platforms for its distinctive embrace of media, where GIFs and bite-sized videos took center stage in Twitter feeds.
A similar trend is observed in Threads. While Threads may not emphasize visuals as much as Instagram, users still have a strong appetite for engaging media content.
You can readily craft GIFs, images, or videos using Canva to complement your posts. It’s worth noting that Threads accommodates larger image dimensions compared to Twitter, offering the benefit of 1070×1424 pixels for your Thread images.
Additionally, Threads supports various video sizes, including 16:9 and 9:16, ensuring flexibility in your multimedia content.
6. Cross-promotion on Instagram for Threads
A unique approach to expanding your Threads audience is through cross-promotion on your primary Instagram account.
The key is harnessing the power of your existing audience. Incorporate mentions of Threads in your Instagram bio, craft Stories or posts to announce your Threads content, and employ enticing captions to entice your followers to accompany you on Threads for exclusive material.
This cross-promotional strategy keeps your loyal followers informed about your Threads initiatives. It serves as an effective means to engage with those who already enjoy your content on your primary account.
7. Begin Threads with Your Top Tweets
It will take some time to gauge what resonates with your emerging Threads audience and what garners little attention.
An effective starting strategy is to revisit your Twitter/X analytics and identify your most successful evergreen tweets.
Assess which ones remain relevant, regardless of timing or specific events.
Successful Threads from Top Brands
Starbucks
Starbucks is renowned for its clever marketing strategies, notably making pumpkin spice lattes the official beverage of the fall season.
Their success hinges on a profound understanding of the thoughts, ideas, and emotions that resonate with their audience during the arrival of autumn and their delectable drinks.
Threads was introduced right on schedule for the pumpkin spice latte (PSL) season, allowing Starbucks to launch its most significant campaign of the year.
Their approach involves crafting concise, relatable content that adds a touch of romance to the coffee-drinking experience, leaving you with an irresistible urge to head to Starbucks for a cup, right this moment.
Netflix
In the hypothetical Olympic event of content repurposing, Netflix’s social media accounts would be strong contenders for the gold medal.
Their approach to repurposing clips from their original content, and aligning them with ongoing online discussions, is nothing short of brilliant.
For brands involved in substantial branded content production, Netflix offers an excellent illustration of working smarter, not harder.
It underscores the importance of consistently engaging with your audience by ingeniously repackaging existing content to align with their interests.
Spotify
Following a strategy akin to what it employs on Twitter (now recognized as X), Spotify elevates community-building by centering its content around ‘you.’
Recognizing our natural inclination towards self-expression, Spotify cleverly emphasizes content that encourages sharing personal aspects.
Threads from Spotify frequently incorporate questions or fill-in-the-blank prompts, fostering dialogue among their audience.
This approach translates into a wealth of shares, reposts, and comments, fueling robust engagement.
Microsoft
In Microsoft’s inaugural Thread, the company playfully acknowledged its AI proficiency with a humorous message: “When a new platform launches and your social media manager is out of the office.”
Accompanying this message is a GIF featuring AI providing an explanation of Threads and offering suggestions for the company’s inaugural post on this social media platform.
This Thread serves as an effective means to bolster awareness of the company’s AI capabilities, particularly in the context of the competitive landscape involving Chat GPT.
Crunchyroll
Crunchyroll, the anime streaming service, expands its viewership by sharing noteworthy scenes, quotes, and visuals from popular series licensed on its platform. Additionally, Crunchyroll shares content from its various licensed properties on Threads.
To Sum Up:
Each brand exhibits its distinct brand identity, a unique sense of humour, and a style to make its content stand out. While expanding your Threads audience may require some experimentation, here are some techniques to consider:
- Develop an authentic and relatable brand voice.
- Incorporate humour into your content.
- Utilize video, graphics, and images effectively.
- Engage with other Threads users by responding to and reposting their content.
- Occasionally, it’s a good idea to include a call to action (CTA) that encourages your audience to either connect with the social media profiles or engage with the dedicated account manager.
With these insights as your inspiration, you’re well-prepared to explore Threads and embark on your journey.