In the ever-evolving landscape of social media, brands constantly seek platforms that offer effective engagement and foster meaningful conversations with their audience. With the recent launch of Threads, a social media platform developed by Meta to rival Twitter, many brands and influencers are wondering if they should join this new contender. The leadership of Twitter certainly feels the heat already, as Elon Musk’s lawyer Alex Spiro sent a letter to Zuckerberg expressing “serious concerns that Meta has engaged in systematic, willful, and unlawful misappropriation of Twitter’s trade secrets and other intellectual property.”

In this blog, we delve into the features and potential benefits of Threads to answer the burning question: Should brands get on Threads yet?

The Twitter Tumult

Since its acquisition by Elon Musk, Twitter has faced numerous challenges, including declining traffic and ad revenue, unpopular feature changes, and public disputes with media entities. However, amidst its seventeen-year history, Twitter has not faced direct competition in its niche. Other social media platforms serve distinct purposes: Instagram for visual content, Facebook for connecting with acquaintances, TikTok for entertaining videos, and YouTube for video-centric content. Twitter stood alone in offering real-time text updates and microblogs – until now.  Twitter has also long been known for its toxic culture, with users frequently engaging in hate speech, harassment, and trolling.

With its real-time text updates and microblogs, Threads provides a similar experience but with a notable difference: a focus on de-centring conversations related to politics and polarising topics. This emphasis on a more positive user experience could be advantageous for brands looking to engage with their audience in a less contentious environment.

Threads Enter the Arena

Threads aim to fill the void created by frustrated Twitter users seeking alternatives to the platform’s daily limits and Twitter Blue subscription requirements. While previous apps like Mastadon and Bluesky existed, they faced barriers preventing mass migration from Twitter. However, Threads has emerged as a standout recently, quickly amassing over  100 million users that signed up to the app in just five days, making it the fastest-growing consumer app of all time. The app has now also achieved over 150 million downloads. Its seamless integration with Instagram has undoubtedly contributed to its initial success. Users can effortlessly log in using their Instagram credentials, importing their username, bio, and followers into Threads. 

User Retention and Advertising

While Threads has shown impressive user acquisition, the real test lies in user retention. Time will tell whether the platform can maintain its initial success and keep users engaged in the long term. For content creators and marketers who struggled to find their footing on Twitter, Threads offers a built-in audience and the chance to engage in text-based conversations beyond Instagram DMs.

As the platform also begins integrating advertising into its platform, concerns arise regarding the impact on user experience. While the launch has been technically flawless, questions remain about its stability and whether it could sustain a sudden surge in traffic or handle potential outages.  

Engagement Rates: Threads vs. Twitter

According to a report from Website Planet, brands that have posted identical content on both Threads and Twitter experienced significantly higher engagement on the former platform. Out of 30 brands analyzed, including CNN, McDonald’s, and Red Bull, the average engagement rate on Threads was 0.45%, compared to a mere 0.02% on Twitter. Moreover, 15 out of 20 brands witnessed a higher average number of replies on Threads, indicating a more vibrant and interactive community.

Case Study: Threads’ Impact on Brands

RedBull serves as a compelling case study. Despite having 1.9 million Twitter followers and just 300,000 Threads followers at the time of analysis, RedBull received 1,934 likes and 107 replies on a Threads post, whereas the equivalent Twitter post garnered only 83 likes and 7 replies. This stark contrast underscores the potential for increased engagement and interaction on Threads, even with a smaller follower count.

The Verdict

Although Threads is still in its early stages, the initial success and higher engagement rates indicate that it is a platform worth considering for brands. The platform’s emphasis on positive user experiences and its ability to facilitate meaningful conversations align well with the goals of PR strategies. While Twitter still currently retains its significance, Threads represents a viable alternative for brands looking to prioritise discourse over visuals. The future impact of new competitors on Twitter remains uncertain, but Threads has already made a significant impact, signalling its potential for long-term success. Early signs indicate that Threads should not be ignored by brands seeking to expand their digital presence.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]