To Thread or not to Threads?

Will the Public Square of Instagram Threads embrace business and technology discussions?

Since Elon Musk took over #Twitter, significant updates have been implemented, and users have not welcomed many of these changes. There is now a limit on the number of tweets one can read in a day. Another change is with #TweetDeck, which will be available only to verified users after a 30-day period. In addition, Twitter now requires users to have an account just to view #tweets.?

These updates have contributed to dissatisfaction among users, prompting a demand for new platforms similar to what Twitter offered, with more #freedom and fewer restrictions.?

In response to Twitter's recent changes, alternative #social platforms like #Mastodon, #Spill, T2 Social, and #BlueSky are gaining attention. These platforms prioritize #dataprivacy and decentralization, setting themselves apart from traditional social media apps. However, they are not yet within mainstream reach. Their user base is growing, but they are not as widely recognized or adopted as more established platforms.

Furthermore, platforms such as Spill and BlueSky are still in their beta testing phase. They currently operate on an invite-only basis, further limiting their accessibility to a broader audience. These factors present challenges for these platforms in their quest to provide an alternative to Twitter.

Threads enters the scene

A newcomer to the list of potential Twitter rivals is Threads, a text-based app that has made quite a splash by reaching 100M users within just 5 days of its launch. Threads obviously has a significant scale advantage because it's tied to Instagram.?

The integration with a platform with over one billion monthly active users provides Threads with a vast potential user base and a simple onboarding process.

Given these factors, it's not unreasonable to suggest that Threads could soon surpass Twitter. However, While Threads has gained significant #traction quickly, its focus and intentions differ considerably from Twitter.?

Currently, Threads seems to mirror Instagram's content model, primarily serving as a platform for entertainment, beauty, and fashion content. In a threaded discussion with Alex Heath from The Verge, Threads' Product Head said that the new app has no plans to rival Twitter directly, particularly in the realms of critical #discourse and politics. Instead, the new platform aims to create “a public square for communities” on Instagram.?

A public square for business and technology-related discussions, as well?

The critical question for us is whether the intended "public square" on Threads can successfully foster or even become a hub for #business and technology-related discussions. Will it be a place where #brands can engage in productive conversations and #contribute meaningfully? This remains to be seen.

The decisions of B2B #marketing #leaders on how to participate in Threads will play a crucial role in shaping its future.?

Think about this. Many B2B SaaS companies already regard Twitter as a cornerstone of their marketing strategies. Companies like #Slack and #Deel have mastered a powerful presence on both Instagram and Twitter, using #cross-channel marketing activities to engage their audiences.

These companies have succeeded in educating their audiences with an enjoyable twist, making use of the unique features each platform offers. For example, they utilize Twitter polls to spark #industry-related discussions and keep up with trending topics using relevant hashtags to boost #visibility. The repurposing of content across different platforms and incorporating humor with visually appealing content have also proven effective. They're also capitalizing on real-time, #interactive features like Instagram Lives and Twitter Spaces to connect more intimately with their audiences, host discussions, and deliver valuable content.

Currently, they cannot replicate the same approaches on Threads due to its limited features. Nevertheless, they are among the early adopters exploring the platform's potential.?

The future of Threads as a #public square for #business conversations will hinge on marketing leaders' initiatives and the engagement strategies they adopt. If they can effectively build on the platform's strengths and successfully engage their audiences, Threads may evolve into a valuable tool for B2B #communication.

#b2bmarketing #socialmedia #executives #Threads #instagramthreads #saas?