Threads: What Brands and Influencers Need to Know

Brands, influencers and social media users are quickly joining Threads, Instagram’s new text-based app. Threads is comparable to Twitter but was designed to maintain close connections and conversations with friends and followers. Here’s what brands and influencers need to know about Threads:

What is Instagram Threads?

The Threads app was created by Instagram as a way to share text updates and join public conversations. It launched on July 6 and accumulated 30 million users in its first day, with brands like Netflix and celebrities like Jennifer Lopez already creating accounts. 

Mega-influencers like MrBeast joined quickly.

According to Instagram, the goal of Threads is to provide a positive space to share real-time updates, express ideas and foster connections for both creators and casual users.

Threads vs. Twitter

The head of Instagram, Adam Mosseri, said Twitter’s “volatility” and “unpredictability” under Elon Musk provided the opening to compete.

The two apps have similarities in their layout and features, but Threads puts an emphasis on personal and intimate connections. 

Threads launched without features like hashtags, search, a following feed and direct messaging that Twitter offers, but Mosseri said those are likely coming soon.

Brands and influencers should also know that Threads and Instagram become one account now, so it’s not currently possible to delete a Threads account without also deleting Instagram. To fix this, Mosseri offered this solution:

Key features of Threads

• Post length of up to 500 characters that can include photos, links and videos up to 5 minutes
• Ability to like, comment, share and repost Threads
• Account name and verification carry over from Instagram 
• Main feed with recommended content and posts from people you follow
• Privacy controls with the ability to filter certain words and restrict who can mention you or reply to your posts
• Accessibility features such as screen reader support and AI-generated image descriptions
• Thread posts can be shared as Instagram Stories

Benefits of Threads

Instagram integration

Threads and Instagram are seamlessly integrated, so you can easily transfer your account info and follower list from Instagram to Threads. 

Security 

Threads has privacy settings to control who can interact with you and the option to filter out certain words from your replies. Since the app is integrated with Instagram, Threads enforces Instagram’s Community Guidelines on content and interactions. 

This feature can help brands and creators feel safer and more confident in their online presence and reduce harassment. 

Less volatility than Twitter

Twitter has pushed users away from the app with restrictions and paywalls to access highly sought-after features, according to Mashable. The lower volatility on Threads could motivate brands to instead turn to the new app for advertising as an alternative to Twitter.

How brands and influencers can use Threads

Brands and influencers can use the Threads app in several ways to connect with their followers on a more personal level, including:

1. “Close Friends” lists to share exclusive content: Brands and influencers can create customized “Close Friends” lists on Threads to share exclusive content with select groups of followers. This can help foster a sense of community and exclusivity among followers.
2. Behind-the-scenes content: Threads can be used to share behind-the-scenes content with followers, such as sneak peeks of upcoming products or events. This can help generate buzz and excitement around a brand or influencer.
3. Collaborations with other influencers: Threads can be used to collaborate with other influencers who resonate with the brand or influencer’s values and aesthetic. This can help increase exposure and drive traffic to the main Instagram profile.
4. Q&As: Influencers and brands can host Q&As to answer questions from their followers. They can also pose questions for their followers to answer in the replies.
5. Personal connections: Show the personality behind the brand or influencer. For example, brands like Prime Video have shared memes about joining the new app.

6. Throwbacks: Share photos from your company or creator history. Here’s what IZEA posted:

How to join Threads

To join Threads, log-in using your Instagram account. Your Instagram username transfers to your Threads account and you have the option to customize your profile specifically for Threads. If you’re under the age of 16 or 18 in certain countries, your account will automatically default to private. However, users above those age limits can choose between setting their accounts to public or private.

Once your account is created, you can follow the same people from your Instagram account and find others with similar interests to follow as well. You can also start by sharing your own Thread posts and interact with others on the app via likes, replies, reposts and shares. 

Threads has five sections along its bottom panel that includes the home page, search bar, post button, activity window, and profile page. The home page features the main feed from people you follow and recommended accounts. You can use the search bar to browse accounts and find new people to follow. 

The post button is where you create your Threads post. The activity window is home to your notifications regarding replies and mentions. Lastly, the profile page is where you can edit account information and get an overview of all your own posts and replies. 

Overall, Instagram Threads can be a useful tool for brands and influencers looking to create more personalized and authentic connections with their followers.

Follow IZEA on Threads at https://www.threads.net/@izea