What is Threads and what content should you post?

This is the way of the internet- just as we start to get confident with a platform, something changes and we need to be agile.

Adapting to change is so important for any marketing strategy, and with social media in particular, it isn’t easy. That’s why LTF are your trusted partner for all things digital! We’re going to break down exactly what Threads is, how to use it, and how to grow your business through your content.

What is it?

Threads is a new social media platform created by Meta, the brand behind Facebook, Instagram and WhatsApp. It’s being referred to as a rival to Twitter (now being rebranded to X), because it’s designed around short, text-based conversation. You can still post images and video, but unlike Instagram, visuals are much less important for your strategy.

Who is it for?

You need an Instagram account to access Threads, so at the moment at least you will have mostly the same audience on Threads as you have on Instagram. You can import your followers from Instagram when you sign up, making it an easy transition.

According to enterpriseappstoday, users are mostly Gen Z. Gender-wise the split is 68% male users, 32% female.

There are more than 100 Million accounts on Threads right now, so don’t worry if your audience isn’t in the top percentage of users- it’s worthwhile to dip your toe in.

What content should you post to Threads?

It feels very intimate. Like any social media platform, people go there to have fun. Take a break from the day. And most importantly, be social.

Remember- even when you’re targeting professionals in a B2B strategy, you’re still engaging with the people behind the brand. And you know what, it is possible to be professional without being wooden!

Use Threads as an opportunity to share your brand values, connect with your audience on a deeper level, and take part in wider conversations.

You have a tremendous opportunity to reach a lot of people with Threads. Users are still picking out their following list, so their feeds are full of recommended content. Get on the feed, and you can reach people who haven’t heard of you before.

So how do you do this, and what content should you be posting to Threads?

The goal right now is engagement. When someone replies to your thread, their followers will see it. So ask questions, post memes if it fits your brand, and reply to every comment you get. Your followers love to get that notification bell as much as you do, so reward their engagement with you.

Giveaways

The fastest hack to engagement is competitions and giveaways. Make it simple, for example “Comment what procedure you’re due for and I’ll pick someone at the end of the day to get a freebie”.

Here are some examples of brands using giveaways to explode in popularity as soon as they land on the platform:

Use your giveaway to enforce your brand like @mcdonaldsuk

A giveaway doesn’t suit all businesses. If you don’t usually offer seasonal discounts or coupons, consider what will work for you without compromising your brand, because you can also straight-up ask for engagement.

Doing this in an honest, cheeky way like @asos is a great way to connect with your audience and have fun.

Join on trends

Follow some top brands who are killing their marketing, both inside and outside of your niche for inspiration and to find trends. We’ve seen this one everywhere, brands are reposting and adding their own twist:

Ads

Currently, the Threads platform is 100% ad-free. Yes, content creators are still promoting sponsorships, but you won’t see any paid ads in your feed. This means the only way to grow your following within the platform itself, is through great content and engaging with others.

We do expect this will change, but we don’t know when.

Extra tip

Stay ahead and follow @mosseri. He’s the head of Instagram, posting updates about what’s coming soon the app.

You can follow our account too at @looktouchfeel or get in touch with us at LTF.digital