Attributed toVivek Das, CEO of FoxyMoron, Zoo Media –
The launch of Threads, Twitter’s rival, can have significant implications for advertisers. Firstly, advertisers will have to consider the fundamental differences between the “Insta mindset” and the “Twitter mindset” when crafting their marketing strategies. They will need to adapt their content to suit the visual-centric nature of Instagram and the more conversational and news-driven environment of Twitter.
Secondly, the slower uptake of Threads among Instagram’s predominantly visual content-focused user base may lead advertisers to prioritize their efforts on Instagram rather than diverting resources to a platform with lower initial adoption.
Lastly, the hype generated by the “rivalry” between Mark Zuckerberg and Elon Musk, along with their respective platforms, may create an opportunity for advertisers to leverage the increased attention and engagement on both Instagram and Threads. Advertisers who can tap into this rivalry and align their campaigns with the interests of the fans may experience a sharp rise in uptake and usage, thereby enhancing their brand exposure and potential conversions.
Attributed to Hitarth Dadia, CMO and Partner, Nofiltr.Group
The rise of threads as a social media platform reflects a growing demand for a fresh, clean online space where meaningful conversations can take place without the presence of bots, ads, and misinformation. Users are seeking a platform that stands out for its absence of toxicity, attracting new users and driving increased user engagement. While threads should not be seen as a direct competitor to Twitter, it is worth exploring its impact. Advertisers should approach the current hype cautiously and focus on joining threads, sharing relevant content, and following the example of brands that create lighthearted posts. Directly promoting brands through other users on threads is not advisable at the moment. Instead, it would be wise to allow the app to grow organically and establish a natural user base before considering such strategies. Monitoring user demographics will provide valuable insights into the age groups joining threads. Therefore, it is recommended to wait at least seven days to assess the direction threads are heading. The key question lies in how many new users, who have never engaged in text-based expression on any platform, will embrace threads and introduce it to others. This aspect should be the primary metric to examine. Competition between threads and Twitter can be beneficial, as it drives both platforms to deliver the best possible versions for their respective audiences. Twitter is not currently losing its existing user base to threads, but rather, threads are attracting new users. Twitter has a loyal user base, and its overall user count has not been significantly affected. However, if threads can continue introducing new features and successfully address issues such as ads, bots, and misinformation, the situation may change. For now, threads are gaining traction, but Twitter remains an actively engaging platform with users not deactivating their accounts. This is an essential consideration to keep in mind.
Attributed to Rajni Daswani, Director – Digital Marketing, Socheers
While it bears similarities to Twitter but unlike it, ‘Threads’ comes with a huge advantage of Instagram audience and reach, majorly the Gen Z, which will further help in accessing the younger audience who are open to newer experiments on the platform. This by far has been the biggest differentiator for brands and users alike. However, with day 1 being a huge noise, it is a wait-and-watch game to see how the platform adapts and caters to the specific needs and preferences of the users. In the upcoming couple of weeks, it will be interesting to witness the journey of growth and evolution of the platform in the digital realm. From an advertising perspective, Thread offers a fresh and captivating avenue for online conversations and connectivity, presenting new opportunities for brands to engage with their target audience in a much newer way.
