Is Instagram Threads beneficial for your business?

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Is Instagram Threads beneficial for your business

A new app has been launched by Meta and it’s taking the social media world by storm. Threads was designed by the Instagram team and aims to offer a space for real-time public conversations and extends Instagram from only photo and video-sharing to text-based idea sharing.

Cariad Marketing’s team of specialists are your experts, so when it comes to navigating a new digital marketing strategy – or another one of Zuckerburg’s apps! – we’ve got your back. Whether you’re interested in Threads for business or are in need of social media management, get in touch to chat to our friendly team of marketers.

What is Instagram Threads?

Threads has an interface that’s similar to ‘X’, the rival app formerly known as Twitter. From the home page, you can interact with other users’ posts and use the search icon to locate other Threads users. To create a thread, simply click on the notebook icon and, like Instagram, the heart icon shows recent account activity.

You can follow and connect with friends and creators who share your interests, including accounts you currently follow on Instagram. It’s important to note that you do need an Instagram account to log into Threads and the same username will carry over. So for businesses, you’ll first have to create an Instagram account if you don’t have a pre-existing one. Posts are limited to 500 characters and may include links, photos and videos.

How is the Threads app performing so far?

The Threads app sign-ups skyrocketed within the first 48 hours of its launch and hit 100 million users in less than a week. When it reached 70 million signups, Meta CEO Mark Zuckerberg said it was “beyond our expectations”. At 100 million, he noted that it’s “mostly” organic demand without “many” promotions. For reference, ChatGPT reached 100 million users in two months and TikTok reached 100 million users in nine months.

The link between Instagram and Threads accounts makes it easy for people to sign up and it’s definitely worth keeping an eye on this new competitor to Twitter. Here are some quick stats and facts about Threads so far:

  • In less than 24 hours of its launch, 95 million Threads were shared with 190 million engagements.
  • People in the EU cannot join Threads.
  • Users have to delete their Instagram account to delete their Threads profile and account.
  • Research shows that Threads will reach almost 200 million daily active users over the next two years.
  • By 2026, it is predicted that Threads will generate $11.3 billion in revenue.
  • Some of the major differences between an ‘X’ and Threads account is that Threads doesn’t have direct messaging, trending topics, ads and hashtags.
  • Different celebrities, corporations and influencers use Threads.

Pros and Cons of Threads


Higher character limit – With a character limit of 500 for a Threads post, users are able to write lengthy messages. This is less limiting than Twitter’s 280 character limit.

Longer videos – Threads’ users can post videos that are up to 5 minutes in length which is a lengthier time compared to Twitter’s video cap of 2 minutes, 20 seconds.

Customisation – Users can share their Thread posts on Instagram to increase reach, and Instagram feeds now display Threads posts, making it more convenient for users to stay updated. There is also an option to create a separate Close Friends list to share more personalised content to a particular group.

Discovery – Threads suggests posts from users and accounts you may like and want to follow. This is a great way to form new connections and expand your following.


Limited features – Threads is still in its early stages and lacks certain capabilities that other social platforms have. For instance, you’re unable to edit your post once posted and there’s no feature for direct messages.

Lacks community – Threads is a new social media app and may find it difficult to replicate Twitter’s culture which is longstanding.

Less freedom – While Twitter encourages trending topics, meme-sharing and hashtags, Threads hasn’t quite gotten there yet as trending topics and hashtags are currently not available. And while it may gain traction in the future, you still may not have as many followers on Threads as you might on other social media sites.

Should your business be using Threads?

First come, first served

When any new social media platform is launched, its algorithm works to give you huge benefits with regard to impressions and engagement in the beginning. Threads is currently prioritising content over ads in order to win your loyalty and keep you coming back. Businesses that act fast and set up their account early will not only secure their desired username but also benefit from first mover advantage. This enables your business to establish strong brand recognition before competitors enter the market.

Try something new

If you’re experiencing a slump in your social media content, it might be time to hop onto a different app. With a new space for creativity and collaboration, it may be worth considering adding Threads to your digital marketing strategy. And who knows where it’ll lead? You could find that you have a receptive audience on it and win a bunch of followers. If you’re a start-up you know that growth can come in surprising places so if you’re open-minded enough, Threads could be great for business.

It could be short-lived

The current hype surrounding Threads could die out and people may lose interest after a while. It’s happened before with other social media apps. Think Vine, MySpace and Clubhouse. These platforms had their glory days, months or even years but ultimately lost their active users. Threads could be different of course, but you’ll have to decide whether it’s worth investing time in right now.

There are alternatives

Your audience might not even be on Threads so it could well be the wrong platform for your business. In this instance, you’ll find that your time is better spent elsewhere on other platforms. If you’re currently creating content for Facebook, Instagram or LinkedIn, consider investing in paid social to really maximise your reach.

While it’s still early days for this new platform, we’ll be experimenting and collecting data on user experience, engagement and brand awareness. Like any social media space, it’s up to you as a business to decide if you’re willing to be at the forefront of a new platform, test and experiment. The results may surprise you.

Threads is available for download on both the Apple App Store and the Google Play Store and you can follow our account here.

Our team of digital marketing experts are ready to advise you on Threads and social media best practices so you can increase your online visibility, gain leads and grow your business. Give us a shout to get started!

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