When it comes to social media, staying ahead of the curve is essential for associations striving to effectively engage their audience. New platforms are constantly grabbing our attention, while the current ones frequently change features, algorithms and user policies. For instance, over the past year, X — the social platform formerly known as Twitter — has experienced numerous changes and updates, leaving many organizations to reevaluate their social media strategy. One such change is the inability to view user profiles without being logged in. This change will directly affect websites that feature live Twitter feeds.
In light of this, one platform has risen in popularity as an alternative: Meta’s Threads.
What Is Threads?
Launched in 2023 by Meta’s Instagram team, Threads lets you share text-based updates with your network. It allows users to group related content together, enhancing storytelling and simplifying follower engagement. The platform is an app (a web-based version is in progress) that you can sign up for using your Instagram account. You can carry over the accounts you follow on Instagram and share text-based content (up to 500 characters) with links, images and videos. Hashtags don’t work on Threads just yet, which can limit content discoverability.
It’s also easy to share content to Instagram Stories and your newsfeed, although switching between accounts can be difficult, and users must be aware that deleting a Threads profile requires deleting your Instagram account. Temporary deactivation is an option, though.
How Can Your Association Use Threads?
Before diving into a new social media platform, assess how its use will benefit your audience, how it will help achieve your marketing strategy and how you will use it with your other social media accounts, as your content should vary across channels. Engaging with a new platform is exciting, but it may not make strategic sense if your target audience has no interest in using it.
When using the app, think of creative and fun ways to engage in conversations with your audience since using your words is a primary way to interact on Threads. Here are some additional ideas that may help you get started:
- Maintain a friendly and fun tone to resonate with your audience in this new environment.
- Ask followers conversational questions to spark interactions.
- Share “behind-the-scenes” exclusivity to foster a sense of community.
- Activate your content live during events to excite and inspire your audience.
- Make company news more captivating and shareable by including videos, gifs or other graphics.
- Leverage Threads’ format for visually appealing photo carousels that showcase events, new products and more.
Next Steps
New or enhanced features are being launched within the app quite often, so it’s important to stay abreast of what’s changing or being added and how that might impact your strategy. If you have a strong Instagram following, consider activating your Threads profile to reserve the username and then observe the platform’s dynamics prior to posting. If your brand voice leans toward the conversational and you have compelling imagery to share, Threads could work well for your organization. As you think about changing your strategy, carefully weigh the pros and cons to make an informed decision that aligns with your association’s goals and values.
At MCI USA, our commitment lies in staying at the forefront of technological, marketing and communications advancements. Our purpose is to serve as your reliable and knowledgeable consultants, providing guidance you can trust. Learn more about how our marketers can help propel your association’s marketing strategy forward.
