Now is the time for brands to test and learn on Threads

Opinion

One year on from the birth of Threads, brands are still unsure whether they should be on the site. 26PMX unpacks some reasons why it’s worth getting involved.

Fuelled by the chaos at X, the launch of Threads initially saw people flock there to see what the platform was all about, with 10m users signing up within the first seven hours.

However, it seems to have lost some of its initial momentum, with X re-establishing itself as the dominant social media platform of the two.

And while we have seen a handful of brands put a strong focus on their content — including Channel 4 and Monzo — stats around the success of the platform are undercut by the fact that accounts are linked to other Meta platforms and therefore cannot be deleted.

As a result, the pros and cons of being on Threads is a grey area, with brands unsure of whether it is valuable in having a presence there.

Building conversations

Threads needs to give people a good reason to use it as opposed to other social media sites. What can they get from Threads that they can’t get elsewhere?

Currently, people aren’t seeing a compelling reason to stay on the platform. To put it simply, it’s too similar to X. And with the upheaval at X settling down (for now…), people and brands don’t necessarily see the benefit in using Threads instead.

But this shouldn’t be the case. Brands have to identify what the value is in the platform: at the moment, it’s being able to speak directly and conversationally with their customer base.

Enhanced interaction

With no advertising capabilities built in yet, Threads is reminiscent of the old days of Twitter when it was a community-driven, safe space.

Generally, for the brands currently on Threads, they are talking to the audience in a casual way. While that might feel a little old-fashioned in a world of all-compassing social strategies, this offers benefits to both the brand and the customer.

It gives users a different community aspect to X — a place where they can get more engagement or speak more directly to a brand. This enhanced interaction can foster a sense of connection and responsiveness, making it easier for users to receive personalised support, share feedback and stay updated with the latest news from their favourite brands.

Simultaneously, it allows the business to create a tone of voice that matches the brand to forge a stronger, more personal connection with its target audience and a more distinguishable identity.

If businesses want people to go to their website or buy something, Threads isn’t the strongest platform. But if they want to build a conversation with their key demographic, there is extreme value to be had there.

Businesses need to create a compelling reason for people to log in to Threads and interact with them. By offering a more personal approach that X and other more mainstream social media platforms have lost to a degree in recent years, they can do that.

Test, learn and build a community

Until paid advertising appears on Threads, it remains the perfect opportunity for brands to explore and understand the platform from an organic perspective. Here’s why this moment is crucial.

Experimentation: Brands can test what type of conversations resonate, which content themes engage the audience and which creative formats are most effective. This period of organic growth is invaluable for learning what works — without the pressure of paid media performance.

Data gathering: By experimenting now, brands can collect data that will be crucial once advertising options become available. This data will provide a solid foundation for future paid campaigns, ensuring they are informed and targeted.

Tone of voice: The platform’s tone has remained relatively consistent, offering an opportunity for brands to refine their messaging. Brands may want to consider softening their tone to align with Threads’ successful communication style.

Anticipate paid advertising: I anticipate paid advertising to be rolled out on Threads, integrating it into the broader Meta suite of products. By establishing a strong organic presence now, brands will be better-positioned to leverage paid media effectively when it becomes available.

Early-mover advantage: As a relatively new platform with no paid offerings, Threads provides a unique opportunity to establish best practices and set benchmarks for brand engagement before the space becomes crowded.

Handle reservation: Even if a business isn’t fully committed to the platform yet, it’s important for them to claim their handle. This ensures a brand presence and prevents others from taking a desired user name.

While Threads may not yet be the primary platform to drive direct sales, it does offer significant value to brands looking to have direct conversations and build meaningful connections with their target demographic.

By focusing on organic engagement and preparing for the future of paid advertising, brands can build an engaged community and position themselves to maximise the platform’s potential.

Phoebe Dixon is social media account director at 26PMX