Does Threads represent a renaissance for quality copywriting?

As I joined?#Threads?this morning with 10 million others, it became apparent that the onus was on good writing skills. For those who imported their?Instagram?following into the (arguably more text-first) platform, it was immediately evident the places where visual-first accounts were unlikely to succeed. And that was their ability to craft well-considered short-form copy or insightful posts - the lead focus for content on Threads.

It may seem obvious, but until recently, visual-first platforms have dominated the social media sphere – namely Instagram and TikTok . It means that on balance, the caption has taken second place as a priority and was less crucial in engaging audiences successfully. I believe #Threads will switch this up again as people seek out Twitter alternatives, with brands and individuals jumping to be part of it.

So, should Threads prove to be a success (and first impressions indicate it should), I predict that the written word will become critical in earning attention and achieving success on the platform. And as a result, brands, businesses and individuals who do not prioritise this will struggle. So will the role of the copywriter become the most prized role in social media? Possibly.

Now lest we forget, Twitter was the pioneer of good social copy. The early days set a precedent for quality posts from people of note and brands who had hired wordsmiths who could successfully implement their voices. But over time (as we know), the platform gave way to lazy copy, hate speech and more, meaning strong copywriting was no longer a priority skill, with Twitter no longer a priority platform.

For many brands, Twitter is now either redundant or a place where content is duplicated from other platforms for the sake of “maintaining the community”, however with Threads potentially emerging as the new text-first platform of choice (which crucially can scale quickly where other Twitter imitations have failed), how might this shake things up? And should you / your brand be on the platform?

1. As with any social platform, do not join unless strategically it makes sense AND you have the resource to maintain an additional channel. Think before you rush to be first on the platform – the reality of it driving significant brand benefits will likely wane after the initial flurry - wait and make the right plan.

2. Ensure you have the requisite expertise to succeed on the channel – and in this case, it means copywriting skills and the ability to successfully execute your brand voice (consistently and regularly) over time. This is not new for Threads, but arguably more crucial as outlined above.

3. What is the measurable impact on you or your business by using the platform? New ways to scale? Tieing into tech innovation? New ways to connect with your community? Having a clear idea of what this platform can offer will ensure you have focus and purpose in everything you say and do.

In summary - it is still too early to know which audiences or use cases will emerge as the most dominant on the platform (and if it will go the distance). It takes time for any social platform to reach maturity, and in a post-Twitter world, it will likely see different types of community form. What will be telling is how well Meta can police the activity and ensure it is a safe place for all who frequent it.