“This could potentially help inform strategies on other platforms,” said Dana Neujahr, svp of strategy & services at We Are Social. “Even if your strategy is different on Twitter or Instagram, there has to be a level of consistency in brand personality.”
However, given its lack of paid ads, brands focused on paid social media, where growth and driving sales are tied to spend, don’t yet see the value in Threads.
“Until Threads incorporates a placement for ads in [Meta’s] Ads Manager, or comes out with its own advertising dashboard, many brands just don’t care yet,” said Kevin Kovach, director of paid social at ATTN Agency.
Meta CEO Mark Zuckerberg announced last week new features for Threads, including the ability to share Threads on Instagram DMs, add custom alt text to photos and videos on posts, and the ability to mention someone’s account via a “mention button.”
“Younger audiences who consume the majority of social media have a preference for DMs and sharing in group chats,” said Jessica Phillips, founder and CEO of influencer marketing agency The Social Standard. “This is a step in the right direction in terms of developing the app to cater to dark social trends.”
Still, with a platform largely aping the features of existing platforms like X, formerly Twitter, but with fewer features, the unique proposition is still unclear.
“It makes a lot of sense for Meta to want this to work, but that won’t drive long-term success,” said Phillips.
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