Meta, the parent company of Facebook, has finally unveiled Threads, a highly anticipated alternative to Twitter. According to Mark Zuckerberg, Meta's CEO, this new platform aims to provide a "user-friendly" substitute for the beleaguered social media giant, which has encountered numerous reputation-related obstacles since its acquisition by the controversial tech tycoon Elon Musk last year.

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Within just a day of its launch, Meta has an impressive user base of over 30 million individuals. Described as a "text-based conversation app," Threads enables users to create posts of up to 500 characters, complete with links, images, and videos. With Threads, Meta has an opportunity to emerge as a formidable competitor to Twitter, especially if it can win over businesses. As businesses explore this promising alternative to Twitter, key considerations emerge for its success.

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What do businesses need from Meta’s Thread app?

1. Streamlined Advertising Processes

The potential success of Threads hinges on its ability to streamline advertising processes and leverage existing brand connections across different platforms. To address this, Threads allows users to link their Instagram accounts, facilitating the discovery of connections from that platform to follow on Threads.

If advertisers can utilize this feature as well, it has the potential to enhance the scalability of their businesses significantly. Paul Kelly, the director of Analytic Partners, a provider of commercial intelligence, believes that if Threads can become a comprehensive advertising solution, allowing companies to customize their content for new Threads users based on their prior Facebook or Instagram activity, it could give Meta a distinct advantage.

According to Kelly, advertisers have an inherent appeal to embrace Threads due to its simplified approach to media buying and analysis compared to managing multiple platforms. It serves as an extension of the "walled garden" concept, offering brands more flexibility and the ability to effectively engage with their target audience, primarily if Meta's network provides such opportunities.

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2. Safeguarding Brands

Drawing from the cautionary tale of Musk's ill-fated Twitter Blue experiment, Chloe Platts, senior account director for social and innovation at FleishmanHillard, emphasizes the importance for Meta to learn from past mistakes. Before Musk's involvement, Twitter verification (indicated by a blue tick) was based on assessing an account's merit. Although it had flaws, it effectively deterred the impersonation of prominent individuals and brands on the platform.

Musk's approach to verification, however, revolves around payment. Those who pay receive benefits such as higher rankings in conversations and search results and the ability to create bookmark folders. This shift has alienated average users who either cannot afford or choose not to pay, rendering the platform "inaccessible and unattractive" to many, Platts notes, and causing considerable challenges for brands.

A robust verification process is crucial to instill confidence and reassure brands of identity and integrity. Threads is addressing this concern by adopting a verification system similar to Instagram. Users already verified on Instagram are automatically verified on Threads, while those who aren't yet, can apply. Additionally, Threads offers a paid verification option for users who do not qualify for free verification, although it is currently limited to a select number of countries.

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3. Enhanced Community Moderation

Musk's emphasis on "free speech" and a loosely regulated approach to content moderation has resulted in an influx of explicit posts that hinder healthy and friendly debates. The inadequate policing of responsible parties has led to millions of negative messages, making it difficult for brands to navigate the platform unscathed. Twitter's lack of action in this regard has been widely criticized.

Chloe Platts expresses hope that Meta will prioritize combating negativity on Threads, citing LinkedIn as a potential source of inspiration. LinkedIn frequently introduces new tools in beta mode through its "top voices," individuals chosen based on the value and credibility of their shared content.

Platts adds, "LinkedIn is receptive to user feedback." She points out that the platform recently updated its algorithm in response to feedback indicating that the content on users' homepages often needed more relevance and professionalism. LinkedIn now prioritizes content from first-degree connections and thought leadership posts.

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4. Expanding Reach and Amplification

The rapid growth of Threads is encouraging for businesses, with over 30 million users joining within a day of its launch. However, sustained user engagement over the long term remains crucial for the platform's success.

Enabling connections beyond followers is equally essential. Threads currently lacks a functionality similar to Twitter's hashtag feature, which allows users to aggregate related posts into a single feed.

Aubrey Brooks, a data analyst at influencer marketing agency Buttermilk, believes prioritizing the ability to filter and categorize content is essential. According to Brooks, valuable tools for brands on Threads would include features such as "trending topics, hashtags, and content recommendations" that enhance advertisers' message amplification and increase visibility.

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Try Out Threads 

More people than ever are paying attention to Threads, Meta's revolutionary social media platform and it's crucial for businesses to be a part of this trend. Despite the improvements some brands are waiting for, as with anything new in social media, no one should shy away from checking them out for themselves.

Although advertisement and sponsorship opportunities don’t exist yet on Threads, the best part is that a business account is completely free. By leveraging this powerful platform, businesses can establish a significant following and engage their target audience without spending a dime.

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