Content Summary

Thread Lightly: How to Choose the Right Platforms for Your Business

Threads’ has suddenly jumped on the scene (even quicker than Meta were anticipating), but is this simply another case of shiny object syndrome? Because it’s popular, does that mean your business suddenly pivots your strategy and jumps on the bandwagon? In this article we’ll look at how to determine what platforms your business should focus it’s marketing efforts on, along with a look into the positives and risks of adapting your strategy today, to include the shining new social platform, ‘Threads’.
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Listen to the podcast or read the edited, short transcript below:

Today we’re reflecting on Threads’ (quick) introduction as another social media platform.

The main point I want to get across is that just because it’s new doesn’t mean your business needs to be using it.

And this has been the question for lots of businesses this past week, how do I determine whether ‘Threads’ is something we need to jump on? Or any social media platform for that matter.


First up, what are ‘Threads’ anyway?

‘Threads’ is a new micro-blogging platform created by Meta, the owners of Facebook and Instagram. 

It is dubbed a “Public Conversations App” and offers a similar experience to Twitter.

There are a couple of differences to Twitter though, mainly being able to allow for up to 500 characters in posts and five-minute videos. 

The sign-up process is easy, as users sign up to Threads through their Instagram account, and if a business is already verified, the verification will carry over. 

So the fast adoption has been helped by this.

A major feature being teased is being called the “fediverse,” which would allow interaction with users across different platforms.

The term “fediverse” is derived from the combination of “federation” and “universe.” It refers to a collection of decentralised social media platforms that operate using open standards and protocols. Unlike traditional social networks, which are owned and operated by a single company, the fediverse allows users to interact and communicate across multiple platforms seamlessly.

Details on the ‘fediverse’ are very sketchy and new, so we won’t know more about that until later.

However, in general, Threads has experienced significant growth since its launch – under a week ago at the time of recording – with many users transitioning from Instagram due to the easy sign-up process. 

The launch has been great news for Meta, as they’ve now surpassed 100 million users already.

The question for users (and businesses and their marketing strategies) is whether it’ll stick. 

Or is it just another platform to distract us from our current marketing strategies?

The sudden growth has even surprised Meta. According to the head of Instagram, Adam Mosseri was quoted as saying:

”We don’t even know if this thing is retentive yet. We couldn’t be more psyched about launch week, but it’s also important that we have perspective about what matters over the long run.”

So, the question then becomes – is Threads worth you and your business dropping everything to join? 

Is this the time you pivot and master another platform – or is it simply a distraction?

Firstly, let’s discover some of the positives and the risks on the platform based on what we know right now (and as it’s so new, we don’t have a lot of details just yet). 


The positives of incorporating ‘Threads’ to your strategy?


It’s easy to set up your account, verify and test.
Businesses with Instagram accounts can easily sign up and receive immediate verification (if you were already verified on Instagram).

This simplifies the onboarding process and facilitates follower migration from Instagram to Threads.

This is also one of the key reasons it’s blown up.


There’s extended content flexibility, unlike Twitter.

Threads allow posts of up to 500 characters and 5-minute videos, which offers brands more flexibility to communicate their messages.

However, on the flipside, this also means you need to evaluate whether this type of communication style is what your business and strategy does best and resonates with your audience.


Thread’s early popularity is a bonus.
As previously mentioned, people are joining Threads in the millions in its early days, which provides increased visibility and engagement opportunities for brands. 

This is a positive and a risk as early adoption can help brands establish a strong presence on the platform – however, the brands that’ll excel at this in the early days are the ones with strong Instagram presence anyway. 

This is another communication tool for those large brands, as the limited discoverability (more on that soon) will make reach challenging for smaller businesses. So smaller brands may be at a disadvantage.


Advertising potential is still on the cards.

Although not yet available, it’s expected that Threads will roll out an ad platform eventually. Users won’t like this, but as advertisers, we can see the benefits of seamlessly integrating ads with existing Facebook and Instagram ad accounts.


Tone and content experimentation and testing.

If your business is currently in a phase of testing and trailing new variations of your tone of voice or branding, the fresh, playful vibe of Threads could provide you with an opportunity to experiment with slightly less risk.

Big brands are already doing this; for example, Salesforce which typically shares more serious business-related content, appears to be trialling a more playful tone. 

This can be a good playground for testing.


There are also big risks of adding Threads to your strategy.


The future is uncertain.

Like any new platform, Threads runs the risk of losing user interest after the initial excitement fades.

How have your Mastodon and Clubhouse strategies worked for you?

This goes back to my point above that this could simply become more of a distraction away from your key marketing goals, KPI’s and strategy.


The chances of discoverability are limited.

Currently, Threads doesn’t offer users the ability to search for topics or trending hashtags, which could potentially limit content discoverability.

So as mentioned earlier, larger brands with larger followings may see a better result from an early adaptation strategy, as they can leverage their large audiences. 

However, for smaller businesses and creators, it’s currently a challenge to use the platform to increase brand visibility.

This could change though, it’s simply too soon to tell and changes are being made constantly.


Overinvestment is always a risk.

As the future of the platform is uncertain, putting a lot of resources into Threads could lead to an unwarranted drain on resources.

We’re in a crunchy time economically as it is – so adding a new strategy and investing a lot of time, money or resources into a platform that is still being discovered and just finding its feet (and its ideal audience) is a risk for businesses.



So how should we decide if Threads (or any new platform) is right for your business?


Finding the best marketing channels for your business is akin to hitting a moving target.

The key isn’t in the multitude of channels available but more in how you actually decide where to focus your marketing efforts.

There’s so much to choose from – SEO, PPC, social media marketing, email marketing, and so on – and while these platforms offer promising opportunities, it’s important to remember that what works for one business may not necessarily work for another. 

The challenge lies in identifying which channels align with your business objectives, target audience, and brand persona.

Here are 4 key ideas that we suggest you look at to determine the platforms to hone your marketing activities:


Understanding Your Audience

Your audience should be at the core of your marketing strategy. 

If you don’t have this nailed, you simply apply a ‘hit and hope’ strategy.

Where do they spend most of their time online? What kind of content do they consume? Which social media platforms do they use or avoid?

By understanding your audience’s preferences, you can tailor your marketing strategy to effectively reach them. 

We’ve shared many articles on how to build your audience personas, which I’ll link to on our website.

However, this is the key that you need to first focus on.


Defining Your Businesses Overall Marketing Goals

What do you want to achieve with your marketing efforts? 

Whether it’s brand visibility, customer engagement, lead generation, or direct sales, your goals will significantly influence where you should be marketing. 

For instance, if you aim to boost brand visibility, platforms like Instagram or Gogle Ads could be highly effective. Conversely, for B2B lead generation, LinkedIn and email marketing might be more suitable.

If you don’t have an understanding on what you want to achieve, you’ll never get there!


Assessing Your Industry, Competitors and Offerings

Your industry, your product or service offerings and your competitors are also big factors in where to determine where you should be marketing. 

If you operate in a niche industry with complex offerings, content marketing through blogs or webinars might work well to educate potential customers. 

On the other hand, if you offer visually appealing products or lifestyle services, showcasing them on Instagram or Pinterest could attract a lot of attention.

Also take note of your competitors and assess your place in the market and your unique selling points to help your business stand out from the competition on the same platform.


Evaluating Your Resources and Capabilities

Effective marketing requires consistent effort and resources. 

This is why my suggestion with ‘Threads’ is to ensure that you have the capability, resources or budget to adjust and pivot your strategy.

Understand what your business can afford and where you have the expertise to maintain a consistent presence, and remember that kicking off on a platform and dropping off may be more detrimental to your brand, than simply sticking to your existing strategy. 


The key takeaway

The question “Where should my business be marketing?” and “Should I jump in Threads? doesn’t have a one-size-fits-all answer. 

Instead, you need to carefully consider a few key points to help guide your decision:

Know your audience: Understand their online behaviour and preferences.

Set clear goals (and stick to them): Your marketing channels should align with your business objectives.

Evaluate your industry and offerings: Determine which channels are most suitable based on what you’re selling and who you’re selling to.

Assess your resources: Make sure you can support your chosen marketing strategies over the long term.

And test all of the above. There’s no silver bullet here, so testing is the key.

Remember, digital marketing isn’t about being everywhere – it’s about being where your audience is and engaging them effectively. 

Sure, jump on Threads, test the platform and develop a voice and an audience, but ensure your sticking to your strategy, ensure you constantly test engagement and effectiveness with your core audience and you’re ensuring that the time and investment you’re putting into the platform (or any new platform) is helping you step closer to your overall strategy and goals.


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