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Meta’s Threads: What is is? How can Marketers Use it?

Meta, parent company of Facebook and Instagram, has recently announced a new feature called Threads, which will allow users to create and join conversations around topics of interest1. Threads are similar to Twitter’s tweets, but with some key differences that make them more engaging and interactive2.

Apple Store app image of Threads.

Threads application expected to launch Thursday, July 6th in the US.

Threads are designed to be short and snappy, with a limit of 280 characters per post1. However, unlike tweets, threads can be nested and threaded, meaning that users can reply to specific posts within a thread and create sub-threads of their own. This allows for more nuanced and dynamic discussions, as well as easier navigation and discovery of relevant content1.

Threads also have some unique features that make them more appealing for marketers. For example, threads can be tagged with keywords or hashtags, which will help users find and join threads that match their interests1. Threads can also be sponsored by brands or influencers, who can pay to boost the visibility and reach of their threads. Sponsored threads will appear in users’ feeds and search results, as well as in a dedicated tab called “Explore”, where users can browse through popular and trending threads1.

Sponsored threads are a great way for marketers to promote their products or services, as well as to build trust and loyalty with their audience. By creating engaging and informative threads, marketers can showcase their expertise, share valuable insights, answer questions, solicit feedback, and generate leads. Sponsored threads can also be used to launch campaigns, announce events, offer discounts, or run contests1.

Threads are expected to roll out globally in the next few months1, and Meta has already invited some select partners to test the feature1. If you want to get ready for this new opportunity, here are some tips on how to use threads effectively:

  • Choose topics that are relevant and interesting to your audience. Think about what problems they have, what questions they ask, what goals they have, and what trends they follow.
  • Use keywords and hashtags strategically. Keywords and hashtags will help users find your threads and join the conversation. Use keywords that describe your topic, your industry, your niche, or your brand. Use hashtags that are catchy, memorable, or trending.
  • Be concise and clear. Threads are meant to be short and snappy, so avoid unnecessary words or jargon. Use simple and direct language that conveys your message effectively.
  • Be engaging and interactive. Threads are not just a one-way broadcast but a two-way dialogue. Encourage users to reply to your posts, ask questions, share opinions or give feedback. Respond to their comments promptly and politely and acknowledge their contributions.
  • Be consistent and frequent. Threads are a great way to stay in touch with your audience and keep them interested in your brand. Post regularly and frequently but not too much or too little. Aim for a balance between quality and quantity.
  • Be creative and fun. Threads are a new way to express yourself and connect with your audience. Don’t be afraid to experiment with different formats, styles, tones or media. Use emojis, gifs, images, videos, polls or quizzes to spice up your posts and make them more appealing.

Threads are an exciting new feature that will change the way we communicate online2.

However, Threads has also raised some serious privacy concerns, especially in the European Union (EU), where it has not been released yet1. According to Meta, Threads collects a lot of data from users, such as their location, contacts, camera, microphone, and device information1. Meta says that this data is used to provide personalized features and ads, as well as to improve the app’s performance and security1.

But some privacy experts and regulators are not convinced that Meta is complying with the EU’s strict data protection laws, such as the General Data Protection Regulation (GDPR) and the ePrivacy Directive1. These laws require that users give their informed and explicit consent before their data is collected and processed, and that they have the right to access, delete or correct their data at any time. They also limit how long and for what purposes data can be stored and shared1.

Meta has not provided any details on how it plans to comply with these laws or when it will launch Threads in the EU2. Some critics have speculated that Meta is avoiding the EU market because it knows that its app would not pass the scrutiny of the regulators2. Others have suggested that Meta is waiting for the EU to adopt a new regulation on digital services, called the Digital Markets Act (DMA), which could impose stricter rules and fines on dominant online platforms like Meta2.

Threads is expected to be released on Thursday, July 6, 2023, in the US. The app is available for pre-download on the Apple App Store1. Meta has released a countdown clock on the official Threads website, although the release date may vary based on the country you live in1.