On July 5th, Meta Network surprisingly launched Threads by Instagram, a new social platform that experienced overwhelming growth with over 100 million users in the first five days. In an increasingly digital world, this new player in the social media landscape brings a plethora of new opportunities and challenges for businesses and their marketing efforts. BYD – Boost Your Digital, a performance marketing agency, explores what Threads by Instagram brings to the table and how it can be crucial in companies’ digital marketing strategy.
Getting to Know Threads by Instagram: First Impressions
In terms of features, Threads by Instagram is a direct competitor to Twitter within Meta Network’s social sphere. This app focuses primarily on text, emphasizing short writing and the creation of threads with multiple entries in a single post. However, it’s not limited to text only; users can also share images, videos, and links.
This new platform arrives with a minimalist initial version where basic functionality contributed to a virtually error-free launch, even with such massive initial adoption. This new social network has an algorithmic feed, with no option for chronological viewing or following specific individuals. Other features like editing, direct messaging, search, or hashtags are not yet available.
Expected Evolution: Future Features
While the basic functionality may be appealing to some users, it is expected that the platform will evolve beyond what it is today. Adam Mosseri from Meta Network has pointed out some future features that are expected to be seen in Threads by Instagram. These include the creation of a feed exclusively for viewing posts from people and brands that the user follows, an editing button for posts, and the inclusion of post search.
Threads by Instagram and the European Union Challenge
The mass adoption has not yet included users from the European Union. Due to the Digital Markets Act (DMA) legislation, which seeks to protect users of applications considered “gatekeepers,” Threads by Instagram is not yet available in this region. It is evident that resolving this situation is a priority for Meta Network, but the time it will take to overcome this obstacle remains uncertain.
A New Approach to Marketing
With the advent of Threads by Instagram (more), a new platform emerges where brands can promote their products and services. However, it is essential to remember that this new app is predominantly conversational, requiring a differentiated marketing approach. Here at BYD – Boost Your Digital, with our extensive ten-year experience working with Meta Network and Twitter tools, we understand that the primary goal in the early stages should be the creation of consistent, interesting, useful, engaging, and entertaining content, as well as establishing connections with other users.
The Future of Advertising on Threads by Instagram
For now, Meta Network has revealed that we should not expect a monetization strategy in the near future. However, this new application may offer an additional range of data for Meta to understand user behavior, thus enabling ad optimization. As a performance marketing agency, here at BYD, we are aware that more inventory leads to lower costs, making profitable ad execution more viable.
Conclusion: The Importance in Digital Marketing Strategy
The arrival of Threads by Instagram to the social media landscape is a significant milestone, opening new doors for companies’ digital marketing strategy. However, it is crucial to understand the nature of this platform to better leverage its features and potential. BYD – Boost Your Digital, with solid experience in using Meta Network tools and creating performance marketing strategies, is prepared to help businesses navigate this new universe of digital marketing.
