Threads App: One Week Later, Three Predictions
Mike Schaffer
Executive Vice President, Content & Channel Strategy | Corporate Communications | Builder
Unless you've been living under a blue bird, you've heard about Meta's new microblogging app, Threads. It launched one week ago today and there was a rush for hot takes in the early hours post-launch. Especially for those of us who work in social media strategy.
I wanted to wait a beat to write about Threads in this forum to include more context and measured opinions.
My first impressions of Threads immediately after launch were overwhelmingly positive - it felt like the very early days of Twitter circa 2008.
There are a lot of features that users seem to be enjoying:
But with a week of use and testing, has that positivity dimmed?
Nope.
My perspective, though, is more detailed than it was last week.
With that additional week of marinating on the new channel, here are some deeper-cut reactions and related predictions:
1) The Personal-Professional Blend: Everyone has their own personal "channel strategy" for their social footprint. However, it's safe to say that Instagram tends to be more of an intimate portrayal of someone's life compared to, say, LinkedIn.
Threads feels like a half-step between the two - lighter in tone, but also more accessible to someone's professional network. This is not necessarily an issue (especially for us habitual over-sharers!) but could provide some challenges to users who prefer a stricter divide between channels.
How people incorporate Threads into their social media mix will determine its path forward. Captain Obvious observation, but that's where we are today.
2) Will Corporate Brands Show Up? Not surprisingly, the early adopters of Threads were accounts that had traction on Instagram. Media outlets. Consumer brands. Creators. The question many communicators are trying to answer right now is if their corporate and employer brands could find legs on Threads with over 100 million accounts on the platform (achieved in a record-breaking FIVE DAYS).
3) Threads is Not Twitter. Much of the initial buzz around Threads was that it was a "Twitter Killer." I think that exact label is overhyped, but the rivalry is certainly picking up steam. There are major functionality differences between the two channels, at least for now.
Compared to Twitter, Threads has: No clickable hashtags. No trending topics. No direct messages. No searching for keywords. No secondary news feed based on "verified" status.
This is not a bad thing! I think some of these differences are part of why Threads has caught on so quickly. Threads feels a bit like a throwback to simpler social times - but with the skills and wit of modern content.
(Note - I did find myself wanting to post on Threads in real-time about the MLB All-Star Game this week, but it didn't feel like the platform is optimized for a barrage of timely updates. If this is different by the Super Bowl...watch out!)
I love a hot take. Perfect use of a short form social media app!
Editorial and writing excellence - embodied through savvy professionalism.
1 年There was an interesting piece on NPR recently about how the conversation shouldn’t be about what may or may not be a “Twitter killer” but rather about acknowledging (and exploring the consequences of the fact) that there will never be another single digital “public square” like Twitter once was. The job for social strategists and storytellers is to adjust to that fact and counsel accordingly.
Strategic Communications, PR & Media Expert | Amplifying Brand Voices | Driving Growth Through Innovative Media and Content Strategies ????????
1 年This was very insightful. Thanks for taking the time to give us the scoop. I’m looking forward to seeing the evolution and role of this app when it comes to the media/pr/comms landscape. It’s always exciting to watch brands give it the ol’ first bike ?? ride wattle finding the best use for a new and upcoming social platform when it comes to their strategy and storytelling. I think this article definitely lends a helping hand as well as gives us something all to chew on. I guess we can only wait to see if this new app ‘threads’ the needle.
Financial Services Professional at Vision Financial Group
1 年Completely agree on the not a rival to Twitter - yet. I feel like they hastily unveiled Threads in lieu of the verbal volleying going on between Zuck and Elon. This was his return serve that just took the game. Early because it is not searchable, I haven’t figured out what algorithm they are utilizing to produce my feed of non followed accounts. People want content they desire and after being sign up number 645,153 and an initial flurry of posts/responses and scrolling (I guess I just wanted to say I was in from the ground floor ????♂?) I’ve only opened it when I’ve received notifications of responses or followers. I utilize Twitter primarily for breaking news and occassional cute animal pictures. I don’t see Threads as an imminent threat. Maybe never will depending on what features they unveil in future updates. Though the financial advisor in me immediately asked: How are they going to monetize this endeavor? ????
Higher Ed Administration is my jam.
1 年Thanks for posting your take, Mike. I pretty much dropped out of the Twitterverse...I was primarily a reader/lurker, not a tweeter or commenter. I enjoy my Instagram time, but I'm disheartened at them dropping the "recent" feed for hashtags. Not sure if I need Threads, at least in its infancy. I jumped on the Mastodon bandwagon for a hot minute, but haven't used it in a while.