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Threads: What Nonprofits Need to Know About Meta’s New Twitter Rival

by Andy Walker | Jul 14, 2023 | Digital

Threads, Meta’s new Twitter rival developed by the Instagram team, has rapidly gained momentum, surpassing 100 million users and becoming the fastest-growing app ever. Let’s explore what Threads is all about, how it works, and whether your organization should consider jumping on board.

What Is Threads and How Does It Work?

Threads is a platform designed for sharing text updates and participating in public conversations. Creating an account on Threads is a seamless process, as your existing Instagram username and verification will carry over. This allows you to maintain your brand consistency while also giving you the option to customize your profile specifically for Threads.

Posts on Threads can be up to 500 characters long and can include links, photos, and videos up to 5 minutes in length. While some features commonly found on other social media platforms, such as direct messages, pin-to-top, bookmarks, or polls, are currently unavailable on Threads, there are still several engagement options. Users can re-post, love, and comment on Threads, including their own posts. Additionally, you can share your Threads as an Instagram post and/or an Instagram story, which can provide higher organic reach and visibility to your new Threads account among your existing Instagram audience.

Threads currently lacks certain features like Twitter-style hashtags, an edit button, and a trending page. However, Instagram’s head, Adam Mosseri, has confirmed that these features, and potentially an automatic archiving feature, will be introduced in future updates, making Threads more robust and dynamic. It’s important to note that Threads is currently available for iOS and Android only and is not accessible on desktop platforms.

Currently, Threads does not offer any advertising opportunities, nor does it provide access to Instagram’s Fundraising Tools. Nonetheless, it is highly probable that Meta will introduce advertising options to generate revenue from Threads. The lack of meaningful advertising opportunities for brands and organizations remains an ongoing concern on Twitter. Should Meta successfully implement advertising opportunities comparable to those found on Facebook and Instagram, it will gain a notable advantage over Twitter.

If you are thinking about dipping your toes in, keep in mind that although you have the ability to deactivate your Threads profile whenever you wish, permanently deleting your Threads profile requires the deletion of your Instagram account.

Should Nonprofits Join Threads?

The decision to incorporate a new social media platform into your organization’s communication strategy requires careful evaluation. The early stages of a platform’s launch often present significant opportunities to build an audience, as witnessed with Instagram and TikTok. Furthermore, Instagram is currently prioritizing content shared from Threads, offering a chance to capitalize on enhanced organic reach on Instagram while expanding your audience on Threads.

Before making a commitment, consider the resources and time required to establish and maintain a presence on the new platform. Assess your team’s capacity and expertise in creating and managing content, engaging with users, and monitoring performance effectively. If your organization is already active on Twitter, the similarity between Threads and Twitter may allow you to leverage your existing strategy and content. However, it’s crucial to keep an eye on evolving trends and platform engagement as Threads continues to develop post-launch.

To determine whether Threads aligns with your organization’s goals, evaluate whether your target audience is active on the platform. Look for demographic information, user engagement metrics, and the platform’s popularity among your desired audience. Understanding your audience and their preferences will help you make an informed decision about engaging on Threads.

By considering these factors, you can make an informed decision about whether engaging on Threads is the right fit for your organization’s goals.

Need help creating a comprehensive social media marketing and fundraising strategy for your organization? We would love to help you maximize your impact! CLICK HERE or call us today at 724-733-1200.

Andy Walker