Despite pervasive stereotypes, Facebook still reigns supreme in the kingdom of social media. According to Forbes, Facebook, and its now-renamed parent entity, Meta, is the most used social media platform in the world, with 2.9 billion monthly active users. While the shakeups at Twitter continue to reverberate, Mark Zuckerberg has introduced Meta’s Threads, a direct competitor to the platform. 

So What is Threads and How Does it Work?

Threads launched in the U.S. on July 5, 2023, and it has already set the social sphere ablaze.  According to CNBC, Twitter traffic has slowed since the launch of Meta’s Threads, which has surpassed 100 million users since its debut.

Threads is currently available on iOS and Android in more than 100 countries. Users can post up to 500 characters in one post, and each post supports images, videos, and GIFs with up to 10 media items. Users can view Thread posts and profiles on the web through a link, but currently, you can’t log in and make posts from the web.

Meta is positioning threads as the platform for those who never really embraced Twitter and a more positive space for community engagement and conversation. Users can sign up using their existing Instagram handle and retain some of their followers as they initially launch on Threads. Many brands on Threads seem to be very active on Instagram, particularly B2C.  Since porting over audiences is easy and seamless, it’s advantageous to many brands with a strong Instagram following.

How Will Threads Benefit My B2B Organization?

Like other social media platforms, Threads can benefit B2B companies through:

• Building and nurturing targeted communities
• Creating dedicated groups or threads geared to industries, verticals or interests 
• Enabling brands to establish themselves as thought leaders and engage in conversations taking place on the platform, connect with customers, share their expertise, trends and insights

According to PR Daily:  Early strategies appear to favor a combination of Twitter and Instagram tactics, with a lighter tone than Twitter but fewer visuals than Instagram. The platform is less than a week old, so new features are expected to be added, algorithms will shift and the platform will quickly develop a unique identity.

Like Twitter, Threads is shaping up to be a platform for sharing content and SME resourcing.  GMG’s Public Relations experts are always looking for great media contacts, and they’re seeing more and more journalists engaging on Threads daily.  

So what’s GMG’s early read on Threads? While Threads is easy to use, seeing how things unfold as more functionality and advertising options become available will be interesting, but we believe it will be a worthwhile platform for your business to pursue. One thing is for sure: you will want to have a strategic content plan before rolling out any communications on the platform, and GMG can help. Follow us on Threads @gabriel_marketing (insert link) for more updates.

At GMG, our high-growth, innovative clients create technology to drive global change, and our passionate team of award-winning experts come alongside these brands to authentically and strategically represent them to top-tier media outlets with custom-tailored strategies. 

Want to find out how to get real-world results in your social media efforts with GMG’s strategic solutions?