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Threads - Implications For Small Business Marketing

Are you a new user of Threads? Or you may have heard of it, but you don’t know for sure what the new social media platform is. Threads is a new social media channel, developed by Instagram for sharing test updates and joining public conversations. To use the channel, you need to log in using your Instagram account and posts can be up to 500 characters long and include links, photos, and videos up to 5 minutes in length. Threads had over 150 million downloads within its first two weeks and Meta aims to reach over 1 billion users. Its one of the fastest growing apps to date, but should you join? This blog article shares a few examples of how companies are using threads for marketing tactics, and we also look in to how these are going and ultimately if there is a social media platform you should use for your business.

Key features of Threads

  1. Storytelling: Threads allows businesses to share their brand story, product journey, or customer experiences. This can build curiosity for your audience and potentially keep them coming back to find out more.

  2. Engagement: By spreading content over a few touchpoints, threads foster ongoing engagement. Each content piece builds upon the previous one, driving anticipation and promoting audiences to actively engage.

  3. Consistency: Threads enforce a consistent theme or message throughout its duration. This helps strengthen brand identity and values, creating memorable impressions for your audience.

  4. Call to Action (CTA): Integration call to actions at the end of each thread can direct your audience toward desired actions, such as visiting your website, signing up for a newsletter or following other social media platforms that your business may have.

Now, while these features are great and do sound exciting, we want to share the implications that using Threads may have for small businesses.

  1. Enhanced Engagement: Threads can captivate audiences over a long period of time, boosting overall engagement metrics. Small businesses can leverage this engagement to build a loyal community.

  2. Brand Building: Consistency in messaging and storytelling is key for your business to establish a stronger brand identity. This can help your audience recognise your brand and increase their loyalty to you.

  3. Cost effective: The new channel is free to use and download but you can also repurpose and expand on your existing content you may have already created and shared to other digital channels.

  4. Audience Connection: Threads create the opportunity for connections with audiences. As the channel is a more informal and casual social platform, you can share authentic stories, behind-the-scenes insights or education content for your audience.

Should I use Threads for my business and marketing?

Although Threads had one of the fastest-growing user rates we have seen and was in the race to replace Twitter, it has a long way to go toward winning the loyalty of those who use social media for posting. Daily active users dropped from 49 million to 23.6 million in one week. If you are curious and are on the hunt for a social platform that is informal and could help your business connect on a personal level to your audience, threads may be a great fit for you. On the other hand, you may be content and happy with the number of social media platforms you utilise currently and want to keep the focus of those.

If you try out Threads for your business marketing and it goes to how you expected it to or not, we would love to hear the feedback. Let us know by contacting the Gecko team here.


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