Threads, the Twitter clone developed by Meta, has already become the fastest-growing app in terms of downloads after about a week. Twitter has been in dire straits since it was acquired by Elon Musk in October. Many large companies that stopped advertising on Twitter during that time have yet to return. Unlike Twitter, Threads positions itself as a more positive, less political and better moderated alternative. Twitter’s approach to stirring up controversy doesn’t sit well with all users, and Threads is capitalizing on that sentiment.
Threads‘ biggest advantage is its seamless integration with Instagram, allowing posts to be shared directly to Instagram Stories. Users can also sign up for Threads with their existing Instagram account, which simplifies the sign-up process and gives Meta a significant startup bonus. Otherwise, it’s business as usual: posts can be up to 500 characters long and include links, photos and videos up to 5 minutes in length.
So far, Threads is available in over 100 countries, including the US, UK, Australia, Japan and Singapore. Currently, the platform is not yet available in the EU due to privacy concerns. When exactly Threads can be used in the EU has yet to be clarified. However, it is expected that Meta will adapt the platform for the European market in the near future.
So it’s time to ask what potential Threads holds for corporate communications. Could Threads become a game changer for the PR world?
Like any new platform, Threads currently has the advantage that its user base is not yet clearly defined. It remains to be seen what type of content will dominate on the platform. What is already clear, however, is that Threads‘ friendly tone and more positive vibe should appeal not only to B2C but also to B2B communications. Those who manage to establish themselves as B2B communicators on the platform early on will thus have the opportunity to help shape Threads. It is possible that Threads will be able to compete not only with Twitter, but also with LinkedIn.
With a successful PR strategy, the initial flexibility and media presence of Threads can be used to the customer’s advantage. Through a confident presence on the platform and a carefully planned PR strategy, companies can simultaneously help shape the public discourse and cultivate their image.