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  • Writer's pictureLorraine Fonseca

Threads: Unraveling the Art of Brand Messaging

To thread or tweet? That is the question. In the ever-evolving landscape of brand communication, platforms like TikTok and Snapchat have transformed the way brands engage with their audience. Now, a new contender has emerged: Threads. The question arises - should brands embrace this text-based platform, and if so, how should their messaging differ? Does redundancy reign supreme, or is there a need for a brand-new communication strategy?

Threads, launched on July 5, 2023, garnered five million sign-ups in just one hour. Mark Zuckerberg emphasizes Threads' aim to be a "kind" and "friendly" space, setting it apart from its Twitter counterpart.

Threads logo
Threads is here to stay.

Implications for Brands:

As a platform under the Meta umbrella, Threads holds immense potential for reinforcing brand messaging. With its wealth of data and algorithmic feed prowess, Threads can serve as a powerful tool for brand positioning. It's worth noting that many brands already have a presence on Instagram and TikTok.

Will the Audience Differ?

Similar to the demographic disparities between Instagram and TikTok, Twitter and Threads may follow suit. Threads' objective to be an "Instagram's text-based conversation app," fostering a kind and friendly atmosphere, which will shape its user base and unique character.

Can Content be Repurposed?

Previously, Instagram content often made its way onto Twitter in the form of screenshots, while TikTok videos found new life as Reels. With Threads entering the scene, we may witness a shift toward reposting Threads content instead of Tweets.

Defining a Brand's Niche on Threads:

For now, it's crucial to embrace experimentation and stay vigilant. As Threads is still in its infancy and Ads are not yet running, the space is ripe for exploration. With a 500-word limit and the ability to link photos, videos, and external links, brands can showcase their versatility. Videos up to five minutes long can also be shared.

Much like Twitter, user-generated content (UGC) will play a pivotal role. Personal conversations, reposts, clever one-liners, timely memes, and engaging comments will take center stage. Threads offer an opportunity for brands to create personalized chatbot-like experiences through Generative AI, enabling swift responses to FAQs. Real conversations with the audience can foster a base of loyal customers, establishing long-term brand value.

In essence, organic content can be leveraged to gauge public sentiment, a valuable exercise in public relations. Threads empower brands to create a sustainable and distinctive brand voice. From providing exclusive updates and immediate answers to FAQs to reposting UGC and testimonials, featuring influencer content, and organizing contests and polls - the possibilities for quick, timely, and engaging interactions are endless.

Successful content on Threads resolves audience pain points, entertains, engages, and builds trust. Brands must remain true to their unique voice, adapt their messaging to this new platform, and embrace change to stay relevant in a constantly evolving landscape. By doing so, they can thrive and establish a lasting presence amidst changing times.

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