How Brands and Advertisers Can Leverage Threads Marketing

Since the Threads App launched on the 5th of July, it’s seen massive growth within such a short period of time. The platform now holds the record for the fastest-growing social networking site ever created. Immediately catching the eye of brands interested in Threads marketing.

In fact, the app saw over a million sign-ups within the first hour of launch. And 10 million in 7 hours. Just three months after Meta announced it was working on an alternative to Twitter.

This tremendous growth may come as great news for marketers who have been particularly turned off from Twitter in recent months, after Elon Musk’s takeover and rocky transition since last year. Which resulted in a 59% downturn in ad spend in the USA alone.

So marketers are now understandably exploring alternatives that won’t make them compromise the reachability and quality of campaigns. And the answer might just be Threads marketing.

So how can marketers leverage the power of Threads?

Here’s what Threads means for advertisers and brands.

What is The Threads App?

Threads is a brand new social media platform, closely integrated with Instagram and run by parent company Meta Platforms. Meta describes Threads as “Instagram’s text-based conversation app”. The Threads app is currently available on iOS and Android gadgets only.

Users can post updates to their timelines, share images, videos, and texts, and also interact with followers or other users via replies, likes, and reposts. 

The app store refers to Threads as “where communities come together to discuss everything from the topics you care about today to what’ll be trending tomorrow.”

Threads shares some very prominent and obvious similarities with immediate rival Twitter but is different according to Mark Zuckerberg. 

The Meta founder has said that the focus of Threads is ‘kindness’ as the platform expands. Listing the unfriendly nature prevalent on Twitter as a major reason the social network isn’t as big as it should have been.

An important point to note is that Threads is tethered to Instagram. So you can not open a Threads account without first having an Instagram account.

Early Adopters: Who’s Already on Threads?

Threads has recorded sign-up numbers over the region of 100 million people since its launch.

So what brands and famous personalities already have Threads app accounts?

Stats from the National Retail Federation show that 9 out of the top 10 retailers are active on Threads—this includes Walmart and Kroger—the only chain left out is Costco.

Reese and Nike are the only top 5 consumer brands and top 10 fashion labels, respectively, to have activated their profiles.

However, well-known companies like Shein, Uniqlo, and Calvin Klein have taken proactive steps to set up their live brand accounts on Threads. Perhaps already looking towards Threads Marketing as a viable option.

How to Leverage Threads Marketing

With its ever-expanding user base and modalities, marketers, and brands cannot afford to overlook Threads as another potentially powerful platform to advertise to audiences.

Here are key takeaways for brands wishing to advertise with Threads:

1. Early adoption and exponential growth 

With over 100 million sign-ups in just about two weeks, the user base for marketers is already available for targeting. Brands can use the Threads app in different ways to reach their customers.

And with Meta confirming the introduction of advertising tools soon, it’ll be possible for you to target specific demographics based on their likes and interests. Somewhat similar to what Instagram offers. Improving the efficacy of ads since Threads already has a hefty user count.

With the users mainly consisting of Gen Z’ers and millennials, it’s also crucial to understand how Threads works and what it does for these users. For example, these consumers—Gen Z and millennials—value close relationships with friends and real interactions. Knowing this will help improve the efficacy mentioned earlier.

2. Collaborating with Influencers 

Influencer marketing is another aspect where marketers can leverage the power of Threads. Partnering with creators who have dedicated followings within their niches and on the Threads App can help spread your brand’s influence on the platform.

This will lead to growth on Threads and ultimately conversions for offerings and marketing campaigns.

Using the right influencers can help build genuine connections with an audience and assemble a loyal customer base on Threads.

3. Using the Close Friends List for Even more Targeted Participation 

Threads has a close friends feature, similar to Instagram’s— that allows users to select a few accounts they want to view and interact with stories, updates, and posts. 

Marketers can use this to their advantage, by asking fervent and devoted customers to add your brand into their close friend lists. In this way, you can foster more specialized engagement with your customers’ posts. Offering exclusive promotions or just saying hey.

4. Brand Engagement and UGC on Threads

User Generated Content (UGC) will play a part in marketing on Threads for advertisers. Brands and marketers can encourage users to share self-produced media and materials on the brands’ products or services. This offers a more genuine viewpoint of what the average person thinks of the products and helps generate an organic buzz about the brand.

Threads app is built for personalized interactions and brands can take advantage of this by starting conversations with their audience and casual users. Responding to posts and replies, utilizing stories and status updates, engaging in direct messaging, and so much more.

FAQs on Threads

Why is the Threads App not Available in the EU?

Threads is currently not available in the EU due to worries concerning data privacy operations, which do not comply with existing EU Digital Markets Act. Sources close to the matter have said to Bloomberg that Meta is waiting for guidance on this Digital Marketing Act to explore the potential of a launch later down the line.

Final Verdict: Threads Marketing Will Benefit Marketers

Threads being in its early days gives marketers a glimpse at what may come. With the app already integrating seamlessly with Instagram, the possibilities for future combinations with other platforms are there.

Additionally, the Threads app already has the numbers for marketers and brands to practice their best marketing strategies and techniques. It’s open season for those brave enough to test their campaigns, even though official advertising has not been released by Meta.

One requirement imposed at the moment is that any advertising material be marketed with a hashtag or sign that clearly states that what is posted is an ad.

Whether Threads will replace Twitter remains to be seen, and is anyone’s guess. But at the moment, marketers should do what they can to continue pushing the frontier of digital advertising.