Threading the Needle

Happy birthday! Can you believe that Threads launched a year ago? Social media can often feel overwhelming and negative, but Threads is a space to comfortably share your thoughts and ideas. As we look back on the past year and forward to the future, it’s clear that Threads is more than just another social media platform—it has become a tool for businesses, especially in B2B, to build communities and foster meaningful engagement.

Threads published a survey with nearly 2,000 respondents from Gen Z, Millennials, Gen X, and Boomers in the US. One of the most surprising insights from this survey is the emphasis on positivity. Many respondents with a Threads profile agree that the app is a breath of fresh air compared to the negativity often found elsewhere online. This positive environment is crucial for businesses looking to build supportive communities around their brand.

Connecting with others is the most important aspect of social media for 60% of respondents. Threads excels in this area with features like Topic Tags that enable users to tag their posts with relevant topics, making it easier for others to discover and engage with content they care about.

For Gen Z, social media is a primary source of entertainment-related news. According to the survey, 67% of Gen Z users check their feeds for updates on entertainment, music, food, and fashion. Threads features like Topic Tags and Trending Topics help surface relevant content, making it a go-to platform for discovering the latest news and trends.

Threads is primarily used for text-based creation, with 63% of posts being text-only. This focus on text allows for deep and meaningful conversations and has led to the emergence of popular trends like personal journaling and community prompts. Despite the rise of visual content, the importance of well-crafted text remains strong on Threads.

While text is still important, visual content plays a crucial role in enriching posts. One in four Threads posts includes at least one photo, and the app’s in-app camera feature has made it easier for users to capture and share images. This blend of text and visuals creates a rich, engaging experience for users and allows businesses to present their messages with more oomph.

Voice notes have become a popular feature on Threads, especially among Gen Z and Millennials. This feature offers a unique way for businesses to connect with their audience on a more personal level. Celebrities like Cardi B and Serena Williams have used voice notes to engage with fans, demonstrating the potential for authentic, direct communication.

Nearly half of Gen Z and over half of Millennial social media users consider themselves content creators or influencers. Threads provides a fresh space for emerging creators to grow their platforms and establish their voices. This is particularly valuable for B2B businesses looking to collaborate with influencers and create user-generated content that enhances their brand’s credibility.

While Threads is just one of many social media channels out there, businesses can effectively use it to connect with their audience, promote positivity, and boost their social media strategy. Whether you’re looking to build a vibrant community, share insightful content, or engage with influencers, we’re here to help. Contact us today for a consultation.

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