“If a brand, or the platform, can find a way to connect that engagement and tie it into real-time conversations, there could be an opportunity there,” she said.
There is more activity around sports. Threads is encouraging people to live-post about the NBA and promoting certain relevant accounts. The NBA is increasing posting on Threads to foster real-time conversations, particularly under the topic “NBA Threads.”
“The more brands like the NBA, which are often held up as the gold standard of how a brand behaves on social media, can prove it out, other brands will follow,” said Neujahr.
Prominence of curation and discoverability
Threads’ intentional approach to restricting people to one tag per post could lead to fewer branded hashtags on social media.
“The one tag per post-convention is a minefield,” said Cole. “This has big implications for brands that might want to launch a branded hashtag on every campaign. If no one is searching for that tag, you’re giving up an opportunity to be found more easily.”
However, Phillips believes brands will benefit more from using multiple hashtags, especially those that are auto-generated by platforms like TikTok.
“The skill of 2024 to hang on to, for both brands and creators, is curating someone’s experience and helping them find exactly what they want,” said Phillips. “It’s the way you’re going to win in the next 12 months.”
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