- Mind Your Marketing
- Posts
- The Threads Party Has Started 🎉
After one week and 100 million users, it’s safe to say Threads has arrived.
Late last week, Mark Zuckerberg and the Meta team released their Twitter clone, Threads. A text-based app that piggybacks off your Instagram following/followers.
This has led to a ton of news coverage and an escalation in the very public feud between Elon Musk and Mark Zuckerberg.
But today’s newsletter isn’t about the drama associated with Elon and Zuck. It’s about if you should be marketing on Threads.
With 100M users, it seems like an obvious yes for most brands.
But it’s not that simple.
Let’s explain.
100M Signups is no joke — but what becomes of it?
Threads drove 100M signups within its first week on the backs of it being Meta + a growing disdain for Elon Musk among many people.
But we’re still in hour one of the social media cocktail party. People are arriving, greeting each other, and talking about how good of a night it will be.
And that’s the question. Will the party keep going on Threads, or will people get bored and leave?
Issues with the platform
Mobile-only
No hashtags
No messaging
Head of Instagram, Adam Mosseri, has come out and said their team is working on a laundry list of features but gave no particular timelines.
But the app has a fundamental problem: its algorithm.
Threads over-prioritizes already famous accounts in the feed and account discovery section. This means you see celebrity content in your feed regardless of its quality.
And this is a massive issue. Compare this to TikTok, where small creators can go viral with great content. Threads faces an uphill battle, fighting for sustained attention in a crowded social media space.
Should you be marketing there?
Well, it depends.
Before going ‘all-in’ on Threads, you have to look at your resources and if you can afford to give them to the platform. If you don’t have the resources, then a minute spent creating content for Threads is a minute taken away from other channels.
And for 99% of businesses in North America, this isn’t worth it. Instead, I recommend doubling down on 1-2 platforms until you have the time/money to take on Threads.
