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Advertisers Eyeing Meta's Threads Messaging App for New Advertising Opportunities as Twitter Struggles
Threads Gains Popularity as Advertisers Look for New Social Channels
According to industry experts and digital marketing agencies, the new Threads messaging app from Meta has attracted over 100 million sign-ups, making it a potential new social channel for advertisers. Many businesses that have stopped advertising on Twitter due to brand-safety concerns are excited about the possibility of advertising on Threads. Advertisers are eagerly watching the development of Threads as they seek new avenues to reach consumers.
Interest in Threads Features and Benefits
Natasha Blumenkron, the vice president of paid social for marketing firm Tinuiti, mentioned that many brands are interested in the potential for Threads to add more features like chronological feeds and the ability to search for hashtags. These features can be helpful for companies to ensure that their posts are reaching the right audience and staying on top of trending topics. Social media managers are also drawn to Threads because it shares similar backend administration tools with Instagram, making it easier to use.
Threads Potential Impact on Twitter's Advertising Sales
It is still too early to determine the impact of Threads on Twitter's advertising sales. Rachel Tipograph, the CEO of marketing technology firm MikMak, mentioned that the number of sign-ups doesn't necessarily indicate the level of user engagement. Advertisers will be looking at key metrics such as the number of daily active users and the amount of user interaction to gauge the potential of advertising on Threads. Additionally, companies will be monitoring the type of audience Threads attracts, as it may differ from existing Instagram users and impact marketing plans.
Threads and its Focus on Lifestyle and Entertainment
Instagram's Head, Adam Mosseri, has made it clear that Threads will not actively promote discussions around news and politics, focusing instead on lifestyle and entertainment content. While this could attract a different audience, it may mean that Threads lacks the same relevancy as Twitter in influencing national and global affairs.
Potential Risks and Challenges for Threads
Although Threads may not currently have the same offensive content as Twitter, there is a possibility that bad actors and trolls could migrate to the platform. If Meta is unprepared to handle misinformation and divisive content, it risks alienating advertisers and users. Advertisers will be monitoring Meta's actions to address these issues and ensure a safe advertising environment on Threads.
Conclusion: Threads Messaging App Holds Promise for New Businesses Amid Twitter's Struggles
New Social Channel Potential
With over 100 million sign-ups, Meta's Threads messaging app presents a potential new social channel for advertisers seeking alternatives to Twitter. As businesses navigate brand-safety concerns on existing platforms, the allure of advertising on Threads is heightened. This surge in interest signifies a growing shift towards exploring new avenues to connect with consumers, making Threads an attractive option for emerging businesses looking to establish their presence.
Feature-rich and User-friendly Platform
The potential addition of features like chronological feeds and hashtag search functionality on Threads has caught the attention of brands. These capabilities enhance audience targeting and engagement, ultimately benefiting businesses in optimizing their campaigns on the platform. Furthermore, the shared backend administration tools with Instagram provide comfort and ease of use for social media managers, streamlining their efforts across multiple platforms.
Uncertain Impact on Twitter's Advertising Sales
While Threads presents a promising opportunity, it remains premature to assess its impact on Twitter's advertising sales. The number of sign-ups is not necessarily indicative of user engagement. Advertisers will closely monitor vital metrics such as daily active users and user interaction to evaluate the potential effectiveness of advertising on Threads. Understanding the audience composition and its deviation from existing Instagram users will also play a significant role in shaping marketing strategies and resource allocation.
Limited Relevance in Influencing Global Discourse
Threads' focus on lifestyle and entertainment content, as opposed to news and politics, sets a different tone compared to Twitter's broader impact on national and global affairs. While this approach may attract a distinct audience seeking a more casual experience, it may reduce the overall relevance of Threads in shaping public discourse and influencing societal conversations.
Risks of Offensive Content and Mitigation Strategies
As Threads currently boasts lesser offensive content, Meta must proactively address the potential migration of bad actors and trolls to ensure a safe and supportive environment on the platform. Advertisers will closely monitor Meta's actions in combating misinformation and divisive content, as failure to do so could alienate both users and advertisers seeking a secure advertising environment.
In summary, Meta's Threads messaging app presents an enticing prospect for new businesses seeking innovative advertising opportunities amidst Twitter's challenges. With its increasing popularity, user-friendly features, and potential for tapping into distinct target audiences, Threads holds promise as a viable social channel. However, Meta must navigate potential risks diligently to maintain a safe advertising environment and foster sustained advertiser and user confidence in the platform. As businesses adapt to the evolving social media landscape, Threads offers an avenue for growth and expansion.
Article First Published at: https://www.cnbc.com/2023/07/12/metas-threads-could-be-the-twitter-replacement-advertisers-have-been-waiting-for.html.svg)
