should my small business get on threads?

On the 1st of July 2023, Instagram launched a new add-on app called Threads. What followed was an absolute flurry of activity as people and brands scrambled to check out the new offer. In simple terms, Threads is Instagram’s word-based offer. Similar to Twitter, but linked to Instagram.

The uptake was epic. Threads accounts were almost being handed out as quickly as Taylor Swift tickets get snapped up. It passed the 100-million-user mark in its first five days, according to a Threads post from Meta CEO Mark Zuckerberg.

So what is it? Threads is very similar to Twitter and presents as a microblogging experience. Posts are limited to 500 characters, which is more than the 280-character threshold, which is currently set on Twitter. This can include links, photos and videos that are up to five minutes long.

While the concept of Threads may feel familiar, its slick UX and ease of functionality make it accessible and instinctive to new users. Threads also brings with it some fundamental accessibility features found on Instagram. These include things like support for screen readers and AI-generated image descriptions, which all ensure that you are crafting an inclusive user experience.

Are you already using Instagram?

Maybe Twitter has lost its shine since Mr Musk took over. This could be just what you needed to fill that void. Sharing your updates via words/text can be freeing - if visuals stress you out.

Connecting to a Threads account is pretty simple and easy, if you are already using some of Meta’s other products like Instagram and Facebook. This one might just pair up well.

are you an early adopter?

Many of us just want to jump in and try something new, so all of the above pretty much goes out the window - along with the work that you had planned for the day. The beauty of this strategy is that you get to learn as you go. Whilst in a few months’ time, others will be just kicking off their Threads game, you’ll have a well-established presence and will have hit your groove with your comms.

is the juice worth the squeeze?

Being on board early with the uptake of Threads means you’ll be on the ball content-wise, staying ahead of this fast-evolving social media landscape expanding your reach in the initial phase.  Keeping that momentum, being proactive and pushing content on Threads in its infancy can set a small business up with a great online presence.

If you're an influencer, starting a Threads account is a no-brainer. Being present on social media is your business. Similarly, if you get a lot of your new clients from social media and use it to maintain existing relationships, it could make sense to get in on the Threads action.

Think about how important your social media presence is for your business, and how much time it already takes up. If you have a social media manager, talk to them about how Threads will fit with the rest of your social media activity and what they want to do.

Can you commit?

If the thought of adding another account to your to-do list fills you with dread, then maybe you should hold up a minute. Managing social accounts can take up a lot of time. Have a clear plan around who in your team is responsible for this content. What are the key messages that you want to communicate? How often do you want to post?

Having a plan around what you want to do in this space can help. It might well be worth having Threads key messages such as events or pushing new blog posts. This might feel like a more comfortable level to come in at if you a hesitant to commit. Let’s be real, not many brands are ready to let their usually polished presence drop to expose themselves to the zaniness of their active stream of consciousness. So this feels like a safe place to start.

keep it fun and playful

The vibe over on Threads is playful and brands everywhere are keeping it fun. I love it when brands dish out some unhinged content on fast-paced platforms (Side note: Have you seen what Duolingo is churning out?). With this platform just kicking off now is the time to be a little experimental and learn in real time how Threads can improve content strategy.

You now have the opportunity to build a community from day one. Ditching the overly polished voice you might usually have on other social media accounts. Now is the time to focus on authentic, interactive engagement. This is the time when you can show the cheekier side of your brand.

So Where did you land?

So what do you think? Will you be jumping on Threads? For me personally, I felt like I was done with Twitter - and yet here I find myself back in the thick of short wordy quips once again and I have to say, I kinda like it!

If you ask me, the best people to follow on Threads are the copywriters. This format was absolutely made for them! Threads allows them to do what they do best - be clever with words! If you’re keen to get on board the Threads train then make sure you through a few copywriters into the follow mix - you won’t be disappointed. If you want to follow me on Threads I’ll be over here.