This is how brands should use Threads

More than 107 million accounts have already been registered on Threads, Meta's new microblogging application (or as they call it in my town: Facebook's Twitter) that came out just two weeks ago.

According to Data.ai and Mark Zuckerberg himself, Threads broke the record for the most downloaded non-game app on its launch day with 30 million downloads (second to Mario Kart Tour if we include games, which garnered 38.6 millions).

To comprehend the magnitude, in 48 hours it reached 70 million downloads, a figure that Instagram reached in 615 days — back in 2010 — and TikTok, which came out in 2016, in 844 days.

Instagram CEO Adam Mosseri said they considered everything that was happening with Twitter and "saw an opportunity to build something open and good for the community that already uses Instagram".

However, the dust settled and many users abandoned the application. Perhaps many more would follow if it weren't that (so far) you can't delete your Threads account without deleting your Instagram account.

Similarweb notes that app usage in the United States, where it experienced the most activity, peaked at 21 minutes of engagement the first week, and 6 minutes the next. Meanwhile, Twitter reaches an average of 25 minutes of usage.

How should brands and companies use Threads?

The idea is to take advantage of a positive space, filled with light humor and creativity, in which brands can show themselves more natural and spontaneous. Like Twitter, but without the toxicity, and with the same community that they’ve already built on Instagram.

According to We Are Social, the opportunities not to be missed are:

• Set a different voice from other apps and create specific content for Threads
• Ride the wave of expectation and collaborate with brands and influencers while the “honeymoon phase” lasts
• Experiment with different formats and tones, without fear of error
• Allow yourself to be guided by public conversation and trends, opening up to conversation with your own and others

Along these lines, Metricool points out that Threads — like Twitter — is useful for updating in real time and sharing more spontaneous or accessible content. Strengthening the online relationship that brands have with their audience always adds up, and publishing exclusive content for the platform, not recycled, is crucial.