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Untangling Threads: Key Considerations for Brands

By Dara Karasik | Jul 13 2023

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What is Threads? 

Meta’s new social media app, Threads, is positioned to be a competitor to Twitter and presents a new opportunity for brands to engage with their audiences on a new platform linked to Instagram. Like Twitter, the app allows users to post up to 500 characters along with photos, videos, GIFs and graphics.

Threads has garnered significant attention, with more than 30 million users signing up on launch day.

But is it really the new Twitter? Not exactly. Since its launch, Threads has proven to be significantly more conversational rather than informational. Think of it as, “Instagram for your thoughts.”

See below for potential benefits and considerations for brands deciding whether to join Threads.

Expanding Reach and Audience Connection

With more than 100 million sign ups in its first five days, Threads is officially the fastest growing online platform. With the majority of those sign ups occurring organically, brands can extend their reach and connect with a larger, already engaged audience. Additionally, the app puts strong emphasis on creating and maintaining a friendly atmosphere, making way for more positive and authentic brand interactions.


Early Adoption and Learning

In the ever-evolving digital landscape, being an early adopter of Threads offers brands a competitive advantage. By embracing the platform at its inception, brands can establish themselves, build presence, and stay ahead of the curve.


Caution with Content Investment

The potential of Threads is promising, but it’s still too early to know if it’s here for the long haul. In the initial stages of its launch, we recommend our clients experiment with the platform organically before investing marketing dollars. View Threads as an experimental platform and test the waters by trialing different types of content and observing how your audience responds.


Like any emerging platform, Threads has raised many questions among users. We’ve compiled answers to some commonly asked questions:


Can I delete my Threads account? 

Currently, it is not possible to delete Threads independently without deleting your entire Instagram account. Don’t do this by accident!

What information does Threads collect?

The Meta Privacy Policy outlines the information processed by Meta Products, including Threads. .

For example, unlike most platforms which primarily collect information like browsing history and location data, Threads is also asking for financial info, health and fitness data, diagnostics, and more.

Brands should carefully review the platform's data usage policies to ensure they align with their own privacy standards

What type of content should I be posting?

Unlike Instagram, Threads is first and foremost a text-based application. Take note from brands that immediately jumped on Threads – keep your content light and conversational. Instead of overtly promoting a product or service, initiate a conversation that aligns with your brand's niche.

Here are a few simple Dos and Don'ts:


  • Ask your audience relevant questions.
  • Respond to comments and feedback from your followers.
  • Participate in relevant trends.


  • Spam or flood the platform with excessive posts.
  • Post overly promotional or sales-focused content.
  • Comment on controversial topics including social or political issues.

While the Threads app offers brands the chance to engage with their audience, build authentic connections, and showcase products in new and creative ways, our collective understanding of the platform is limited – for now.

The future of Threads as a permanent fixture in the social media landscape and how brands will embrace the platform remains uncertain. Ultimately, only time will tell if it remains relevant. In the meantime, keep calm, and Thread on!

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