Beyond the hype, what should we expect from Threads?

Meta launched Threads last week – allowing users to share updates (up to 500 characters long) and join in public conversations. 

Pitched by Mark Zuckerberg as a rival to Twitter designed to be ‘friendly’, conversation has naturally turned to how the two apps might fare in competition, not least because Twitter is reportedly threatening to sue Meta.

So, what can we expect from brands and creators on Threads? We ask some experts working in media… 

A separate app and ring-fenced team will allow community to blossom

Aaron Goldman, CMO, Mediaocean:

“With roughly 4 billion people already using Meta platforms, the introduction of Threads holds tremendous promise as part of the portfolio. It provides a distinct opportunity for users, brands, and creators to engage in ways that are different than Instagram, Facebook, and WhatsApp.

“By releasing Threads as a separate app, and not just a tab on Instagram, it allows a new community to blossom. And by ring-fencing the team working on it, Meta can ensure that investment is commensurate with adoption.”

Brands and creators have long-since learned to adapt

Pierre-Loïc Assayag, CEO and Co-founder at Traackr: 

“Twitter’s most formidable foe over the past few months has been itself. The controversy surrounding it has been showing us that it’s important not to over-index on any single platform. Both creators and brands should avoid putting all of their eggs in one basket.

“This mindset towards diversity and experimentation applies to how we think about content creation, too. The savviest creators tailor their content to each platform – what performs well on Twitter doesn’t necessarily perform well on Instagram. Although Thread’s ability to import Instagram followers is tempting, it is likely not all that useful in practice. The types of folks that will be drawn to the content style on Threads will be different from the folks that were drawn to Instagram content. Besides, creators have shown that they are capable of moving their audiences over to new platforms when there is interest, and it fits their community’s needs.”

Aaron Goldman Mediaocean:

Advertisers and creators always follow eyeballs and Threads attracted a ton of those in its first week of launch, owing to its built-in install base from Instagram. We’re already seeing brands and creators of all sizes begin using Threads and experimenting with different approaches.

Threads doesn’t need to be a phenomenon to make sense for Meta

Jonathan Trimble, CEO and Co-Founder at And Rising: 

“Will Threads replace Twitter as a go-to source? Of course not. But can Meta bundle a new Threads format onto its existing ads manager and switch on an additional billion or ten in ad revenue – absolutely.

“It doesn’t need Threads to be a social media phenomenon to do that. Look at how Instagram reels has gained ad dollars, simply by throwing its hat into TikTok’s ring.”