Should Your Brand Be on Threads? What to Consider Before Signing Up

The social media world was rocked in July 2023 when Instagram launched Threads, a new text-based app that quickly emerged as the hottest platform in town. Fueled by massive hype as a potential "Twitter killer", Threads smashed records by gaining a mind-blowing 30 million sign-ups within the first 24 hours of launch.

For context, that‘s over 5x faster than ChatGPT, which hit 1 million users in 5 days and was considered a once-in-a-generation viral sensation. Even more impressive, Threads reached 100 million users in just 5 days, shattering the previous record held by Pokemon Go.

With this kind of unprecedented buzz and adoption, brands are rightfully asking: is Threads the next big thing in social media marketing? Should we be dedicating time and resources to building a presence on yet another new platform?

As with most questions in marketing, the answer is not black and white. While there‘s no denying Threads‘ explosive debut, its long-term potential as a brand platform remains to be seen.

In this guide, we‘ll break down the key pros and cons of Threads from a marketing perspective. By the end, you‘ll have a clear framework to decide if and how your brand should approach this shiny new app. Let‘s dive in!

The Pros of Threads for Brands

1. Instant audience via Instagram link

One of the most unique and compelling aspects of Threads is its deep integration with big brother Instagram. When you sign up for Threads using your Instagram account, it automatically imports your profile info, verification badge and most importantly – your follower graph.

This means brands who have spent years painstakingly building an Instagram following can immediately unlock that same audience on Threads. No need to start from zero and convince people to follow all over again. Your Threads account starts with a built-in audience from day one.

This is a huge advantage over building an organic presence on an entirely new platform. For brands, it dramatically lowers the barrier to entry and time to value.

Of course, having Instagram followers on Threads only matters if they are active there. But as the next section shows, Threads has quickly proven to be very sticky with users.

2. Hyper-engaged user base

Threads has not only attracted a massive number of users, but is seeing incredibly high engagement in its early days. One study found that over 80% of Threads users are creating content on the app daily, with 50% spending over 30 minutes per day browsing.

What‘s more, 1 in 5 Threads users are "power users" who check the app over 10 times per day and post multiple times per day.

This level of stickiness and engagement is a marketer‘s dream in the age of infinite distraction and dwindling attention spans. It suggests that users are finding tremendous value in Threads and it‘s earning a regular place in their daily rotation.

For brands, this means that the audience on Threads is not just present but highly engaged and eager to interact. It‘s an environment primed for building awareness, sparking conversation, and deepening connections with customers.

3. Reaching the coveted Gen Z audience

If your brand has been chasing the elusive Gen Z demographic, Threads needs to be on your radar. Early data suggests that Zoomers are significantly more likely to be active on Threads compared to Millennials and older generations.

One survey found that 56% of Gen Z respondents had downloaded Threads, compared to just 35% of Millennials. What‘s more, 78% of Gen Zers said they plan to use Threads weekly going forward.

As the first generation of true digital natives, Gen Z has demonstrated unique behaviors and preferences when it comes to social media. Threads‘ emphasis on short-form text and a more intimate, curated vibe seems to be resonating strongly with these users.

The bottom line for brands is that Threads represents a key opportunity to connect with the massively influential but hard-to-reach Gen Z crowd. Getting in early allows you to build credibility and affinity with this audience before the space gets too crowded.

4. Less pressure to be picture-perfect

Another advantage of Threads for brands is that it doesn‘t come with the same expectation of visual polish as Instagram. While you can include photos, videos and links in Threads, the app is primarily a text-based medium.

For brands, this reduces the pressure to produce flawless, professional-grade visuals for every single post. The emphasis is more on authenticity, personality, and sparking conversations vs curating an immaculate aesthetic.

This makes Threads more accessible for brands without huge production budgets. A witty one-liner or thought-provoking question can be just as effective as a beautified photo.

Of course, this doesn‘t mean visuals aren‘t still important on Threads. But it does give brands more flexibility to mix it up and show a different side of their personality vs Instagram.

The Cons of Threads for Brands

For all of Threads‘ upside, there are definitely some drawbacks and risks brands need to be aware of before jumping on the bandwagon:

1. Threads‘ future is uncertain

While Threads‘ launch numbers were undeniably mind-blowing, it remains to be seen whether the app can sustain that momentum over the long haul. Some data suggests Threads may already be seeing engagement cool off after the initial hype died down.

Analytics firm Sensor Tower found that Threads‘ daily active user count declined by 20% about a week after launch. Another study showed average time spent on the app dropped to just 5 minutes per day after the first month, a far cry from Instagram‘s 30 minutes per day.

Now, some drop-off after a red-hot debut is to be expected. But there are still big questions marks around Threads‘ staying power, especially given the challenges other "Twitter alternatives" have faced.

For brands, committing to a new platform is a big investment of time and resources. There‘s always a risk that it ends up being a flash in the pan vs a worthwhile long-term play. Threads‘ trajectory is still TBD.

2. Missing features and tools

As a brand new app, Threads is understandably still light on some of the features and tools marketers have come to expect and rely on from more established platforms.

For one, Threads launched without any hashtag functionality, making topic-based discovery and virality challenging. There‘s also no direct messaging, keyword search, or desktop version so far.

Notably for brands, Threads offers virtually no analytics tools at launch. Marketers can‘t access granular data on things like reach, impressions, engagement rate, follower demographics and more that help measure ROI and refine strategy.

The good news is Threads has committed to quickly building out the platform, with features like hashtags and post search already on the near-term roadmap. Over time, we can expect many of these key tools to be added.

But the point is that Threads is not a turnkey solution for brands at this stage. It requires being comfortable with ambiguity and a test-and-learn mindset while the app matures. Some patience is required.

3. You can‘t decouple from Instagram

A double-edged sword of Threads‘ deep Instagram integration is that if you decide you want to leave Threads, it‘s all or nothing. Currently, there‘s no way to deactivate or delete your Threads account without also nuking your Instagram presence.

For brands who have invested heavily in Instagram over the years, this is a big deal. If Threads ends up not working for your brand goals, bailing on it means walking away from Instagram too.

Of course, it‘s possible (maybe even likely) Meta will eventually decouple Threads and Instagram deletion. But this "lock-in" underscores that brands don‘t truly own their social audiences on these platforms.

The Verdict

So when you weigh all the pros and cons, does it make sense for brands to start building on Threads? For most, the answer is a cautious yes – with a few key caveats:

• If you have an engaged Instagram following, Threads is a no-brainer to expand your reach and engagement with minimal extra effort. Definitely secure your handle and start cross-posting.

• If Gen Z is a priority audience for your brand, Threads needs to be part of your strategy. Establish your voice and start building credibility with these users before the app gets too noisy.

• If your brand leans into "imperfect" and informal communication, Threads is a natural fit. Embrace the app‘s focus on quick hits and genuine conversation vs curation.

• However, if you‘re not active on IG and/or are extremely resource-constrained, Threads may not be a must-have. Keep an eye on its development but focus on core platforms for now.

The smart approach seems to be staking your claim on Threads, experimenting with some natural content to activate your IG followers there, and closely monitoring key metrics like engagement and growth – while maintaining flexibility to adjust your strategy as the app evolves.

How to win as a brand on Threads

If you decide to take the Threads plunge, here are a few best practices to maximize your early-mover advantage:

1. Optimize your profile: Use your Instagram brand voice and persona but tweak your bio for Threads‘ vibe. Consider a "Threads exclusive" profile pic or banner to differentiate vs your IG.

2. Find your unique Threads voice: Threads content tends to be shorter, punchier and more conversational than IG. Develop a Threads "sub-voice" that fits the medium but is still recognizable.

3. Post conversation starters: Threads is all about discourse and real-time interaction. Share hot takes and thought starters to get your audience talking. Jump into other relevant conversations too.

4. Leverage multimedia…thoughtfully: Threads supports visuals but doesn‘t require them. Experiment with different post formats and track engagement to see what resonates most.

5. Announce your Threads presence: Let your other audiences know you‘re now active on Threads with cross-promotion. Give them a compelling CTA to follow you there for exclusive content.

Ultimately, winning on Threads means showing up authentically, consistently and focusing on quality over quantity. Don‘t just port over your IG strategy – tailor your approach to what makes Threads unique.

The Thread Ahead

There‘s no doubt we‘ll look back on the summer of 2023 as a pivotal moment in social media history. Threads has already reshaped the landscape as the first credible threat to Twitter in years. Its meteoric rise proved the massive appetite for a new way to share ideas and connect in real-time.

Whether Threads can fulfill its potential as a lasting force – and a genuine Twitter-killer – will depend hugely on execution. User trust and buy-in is so critical with social media, as we‘ve seen with mass backlash to changes on other platforms. Threads‘ long-term place will hinge on thoughtful feature rollouts, creator support and avoiding the pitfalls of predecessors.

For brands, Threads is the most promising new platform to emerge in recent memory. While not a sure bet, the upside of building an early presence is significant with surprisingly low risk thanks to the IG integrations. As a marketer, it‘s better to be accused of moving too fast than missing the moment entirely.

One thing is clear: Threads has made the social media game exciting again. For users and brands alike, that‘s a welcome plot twist. Get ready and get Threadin‘.