A Survival Guide for the Social Media Fatigued

Alright, buckle up, small-business owners. I know, I know, you're probably rolling your eyes at the thought of yet another Twitter wannabe. But hold onto your curiosity because Threads might just surprise you.

Threads, the brainchild of Facebook's parent company Meta Platforms Inc., burst onto the scene on July 5 and, faster than you can say "retweet," amassed a whopping 100 million sign-ups. That's according to Meta's head honcho, Mark Zuckerberg, who probably knows a thing or two about social media.

What's the secret sauce? Threads is built on Instagram, letting users import their Insta followers to a platform that's a dead ringer for Twitter. It's like moving house but taking all your furniture with you. This, experts say, is the magic trick that lets Threads grow faster than a teenager on a growth spurt, making it less of a gamble for businesses to dip their toes in.

Liz Carter, chief marketing officer at Reputation, thinks Threads' launch strategy sets it apart from the social media startup crowd. "Instead of rolling out the red carpet for a select few influencers, they've flung open the doors for anyone to download, sign up via Instagram, and import their Insta profile and audience," she said. "It's like getting VIP access to a new club, but everyone's on the guest list."

Carter suggests businesses should keep their eyes on the Threads ball, as customers are signing up faster than free samples at a food festival. It's time for businesses to huddle up and figure out how this new kid on the block fits into their content strategy.

Threads' arrival comes hot on the heels of a stormy period at Twitter, following Elon Musk's acquisition of the company. After laying off nearly 80% of the staff and rolling out a series of changes that prioritized paid accounts, Musk has sparked a flurry of fledgling competitors, including Post News, Spoutible, Hive, and even BlueSky, the invite-only rival founded by Twitter’s original founder Jack Dorsey. But Threads has managed to outpace them all.

Marissa Lalli, performance marketing director at Hollywood Agency, warns against dismissing Threads as just another flash in the pan. "Threads isn't just another 'Twitter Killer' destined to rise and fall like BlueSky. It's got the backing of a huge, pre-existing audience," she said. "Businesses that get involved early can help shape how users interact with them on the platform. It's a chance to get creative and offer something unique."

Threads is still a bit bare-bones compared to Twitter, lacking features like direct messages and paid advertising. But experts suggest it's worth joining as an individual to test the waters and maybe even reel in some new followers.

But don't dive in headfirst just yet. Bryan Clayton, CEO at GreenPal, warns that small-business owners might not find it worth their while to pour time and energy into yet another social media platform. "Small businesses need to focus their efforts on platforms that have proven their worth," he said. "As a business owner, you need to be strategic about where you invest your time and resources."

He recommends a "test and invest" strategy, where you focus your efforts on platforms that can drive engagement and generate leads and growth for your business. Explore new platforms, sure, but then decide where to spend most of your time.

Dillon Bernard, digital organizer, and head of creative firm Team DB, suggests businesses should dip their toes in Threads as a user first. "The question I often ask is: Which platform can your team members use to show the behind-the-scenes of your work? Let that guide you. A strong audience on one platform is better than fractured audiences across multiple platforms," Bernard said.

But it's not all sunshine and rainbows. Some users were miffed to discover that once you create a Threads account, you can only delete it by deleting the connected Instagram account. And Musk wasn't thrilled either, accusing Threads of being a "copycat" and claiming the company "poached" employees, according to news outlet Semafor. He's even retweeted Twitter posts critical of Threads, including those on censorship.

So, if you’re ready to become a ‘Threader’ then check out our ‘7 Tips to Get Threading’ 

And dont forget to follow us on Threads @on_target_marketing

As always, if you are looking for some help, Give us a shout!