By Pete Sayburn, CEO of Studiospace, a matchmaking platform for senior marketers looking to hire agencies.
It's always fascinating to see how a new platform is used and, as a CEO, I've witnessed some interesting responses to the astronomical growth of Threads.
The microblogging app, which has been cited as the fastest-growing app in history, presents both an opportunity and a risk to creatives and the brands they work with.
The snapshot we've been given through our work at Studiospace is one of many smart creators actively engaging with users in new and exciting ways, while others simply repost what they've prepared for different platforms.
The most innovative creators are experimenting and iterating fast, making use of this unusual time where certain benefits are to be found.
The benefits of Threads for creators include:
- People are playing nice on Threads, meaning there's less toxicity for creators to encounter and deal with than on its much maligned predecessor, Twitter.
- Users can grow quickly by replicating their Instagram following in, well, an instant, avoiding the slow early growth most users have to work through early on.
- This is not yet an advertising platform, meaning there's more engagement from users who have become bored with being sold to on other sites
So, in these early stages of Threads, there's so much opportunity for agile creators to test and learn.
But there are also some strategies to avoid, mostly the kinds of things which have been overdone elsewhere. For example, motivational quotes are falling flat. They're no longer coming across as authentic or genuine and users are tired of them.
What's proving most popular on Threads?
We've noticed that brands which are typically great at TikTok seem to be popular on Threads.
Netflix, Ryanair, and Aldi are examples of brands which have been able to be quick on their feet, reacting in the moment and posting timely, light-hearted content their Threads followers enjoy.
And the most effective brands and creatives are doing the thing which always brings in audiences on social media, and that's simply being social. They're connecting with their audiences one on one and having engaging conversations.
What’s next for Threads?
Many brands and creatives are wondering what the next steps will be for this remarkable new app. For example, once Threads is (likely) monetised, will budgets move over to it from Twitter?
Industry insiders are suggesting there could be reallocation of budget, in time, although many brands are currently trying to reign in their spending altogether, rather than planning too much new spending.
Meanwhile, some are suggesting that Twitter has become an echo-chamber of hostility which they're keen to move away from, making Threads a very welcome and timely alternative.
It’s early days but there’s a lot going for Threads and that makes it an exciting time for creators.
