It’s almost been one full year since the launch of Meta’s newest social platform and Twitter (now X) competitor, Threads. That said, I can’t even name five friends off the top of my head who I know use this platform. What about you?
Maybe you were like me when the announcement came: ANOTHER new social platform I’m going to have to make content for and manage?!
I am typically a social laggard: I have huge skepticism on whether or not a new platform is going to ‘make it’ and I take a lot of time to consider whether a new social space is where I need to spend my time and efforts. With the exception being when I joined Instagram way back in January 2011 before it was mainstream. (Hello, trend setter!)
I know, I know. You’re probably scratching your head saying, “But Ally, you work in digital marketing. How can you NOT be the first to adopt new platforms?”
Ultimately, I hate the idea of being a ‘social sheep’ and simply following the rest of the herd. What if the grass is NOT greener over there?! I’d rather take some time to find out, consume lots of other blog posts and marketing industry insights, and then make my choice.
The Allure of a New Social Platform
If you’ve read my other blogs, you’ll know that even though I might not be the first to adopt new platforms, I can still really enjoy content on them.
Case and point: TikTok.
Although I have yet to actually post a video, once we got past the dance trends and into some more interesting content, I was converted. I won’t tell you how many hours I spend on the app daily, but suffice it to say, the answer is too many. I am a sucker for that FYP Dopamine hit.
But I think the difference is that my life has truly been improved from consuming content on TikTok. And not just my life. This list also includes my dogs, my partner, my family, my friends… Between the amazing recipes, dog enrichment ideas, home decor, mental health advice/encouragement, and just downright educational life hacks and entertaining hilarity, there are things that I do in my day-to-day that I learned from going down the rabbit hole on that little black icon on my phone.
Is Threads Dead?
So, Threads.
I see your creation and raise you this: how are you going to improve my life? Especially as someone who got rid of Twitter, now X, almost 10 years ago now…
Of Meta’s newest platform, Mark Zuckerberg has said: ”The goal isn’t to replace Twitter. The goal is to create a public square for communities on Instagram that never really embraced Twitter and for communities on Twitter (and other platforms) that are interested in a less angry place for conversations, but not all of Twitter.”
So, really, the target market IS me – someone who “never really embraced Twitter” – so what am I missing?
If my own followers aren't on it, where's the engagement? Where's the community?
With over 150 million active monthly users, Threads does have a significant user base. Yet, compared to Instagram's massive 2.4 billion users, it feels like a drop in the ocean.
Maybe it’s just a matter of time before Threads catches on. I mean, here I am, using Instagram 13 years after I first joined. Has it just been slow to start?
But on the other hand, maybe it’ll stay a niche corner of the internet. Until then, I'm not feeling the F.O.M.O. – are you?
Final Takeaways To Consider Before Joining a New Social Platform
While deciding to join a new (or existing) social platform is completely your choice, these are some top tips to consider (in my experience)!
1. Follow Your Community
The BIGGEST question you’ve got to ask: Is there an opportunity to grow or engage with your community – aka is your community even on Threads (or another social platform)?!
Yes, we’ve established that there are 30 million people using Threads daily, but are your people there? Try launching a poll to ask, then determine if it’s worth your time or not.
One of my biggest pet peeves is creating content just for the sake of posting something rather than bringing value or achieving a goal. Posting endless content to a feed with ZERO engagement from your audience is basically like trying to sell your goods at a market with no attendees. There are plenty of other places where your audience is hanging out and will appreciate your creativity.
2. Protect Your Time
In the ever-changing world of social algorithms, on top of the daily hustle of content creation, consider if it is possible or even necessary to add another platform to your content regime.
If you think your content will not only provide value on said platform, but be valued, then you should definitely consider it.
With that, you also need to consider if you are going to be able to create consistent, valuable content. That is, do you have the time, energy, and materials to post regularly to socials? Yes, you can repost content from another platform, but this goes back to my earlier comment about posting just for the sake of posting…
3. Focus On Your Goals
That brings us to our final point. Is spending time on a new social media platform going to contribute to your overall business goals?
Sure, diving into a new social media platform can totally give your business a boost if it clicks with your audience. If joining a social media platform fits your target market and enhances your brand visibility and opportunity for customer interactions, it can be a big win for achieving your marketing objectives.
But, make sure the return on investment in terms of time and resources is solid and that it truly supports your overall business growth. Your time and creativity are precious!
TL; DR
To wrap up, Threads could be the next hot thing, but as we’ve established…I’m skeptical. While it's great to see Meta trying to create a calmer, more focused space for conversation, the platform needs to prove its worth. Evaluate where your community is active, protect your time, and stay focused on your goals. If Threads aligns with your business strategy and audience engagement, it could be a valuable addition.
But remember, not every new platform will be the right fit for you or your business. Choose wisely and keep your long-term growth in mind.
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