Do You Need an Instagram Threads Strategy?
Threads. We've got another new challenge, haven't we? We wake up one morning, and there's a new medium everyone's talking about. Brand managers panic, agencies are in a rush... "Let's open an account now, get our name, we need to be there!" Okay, so you're done. Accounts are opened. And then what? After those first few posts, most of those accounts are like ghost towns now. They share something from Instagram now and then, and that's it. That's why the answer to "Do You Need an Instagram Threads Strategy" isn't, as in a boring presentation, "Yes, we need to create synergy with a proactive approach." The answer is much simpler, and a bit painful: If you don't have a strategy, you can delete that app from your phone. Don't let it take up space.
Forget Those Corporate Phrases: Threads Is a Different Story
Look, the biggest mistake most brands have made, and will continue to make, is this: Thinking of Threads as a platform with a jacket button. Trying to turn it into a bulletin board, a press release distribution channel. Please don't do it. By God, don't do it. If Instagram is where you wear your most stylish holiday clothes, Threads is your Sunday morning kitchen, where you drink coffee in your pajamas and have honest conversations with your hair disheveled. See the difference? No one wants to go to Threads and read sentences that start with "With our industry-leading vision..." People are looking for the real. They want to see that there are real people behind that polished, seemingly perfect brand. So, the first rule is this: Leave that seriousness, that corporate armor, at the door.
So what are you going to talk about here? There's no magic list, but let me give you a few tips to keep in mind.
- Pull back the curtain: Tell people about an office joke, the first draft of a new product idea on a napkin, the funniest moment in a meeting... Show them the kitchen. Not just the food being cooked.
- Don't be afraid to speak your mind: Has there been a development in your industry? Post your comment. You don't have to agree with everyone. Having a stance is a thousand times better than not having one. Let your brand have a personality. Is it a little edgy, funny, or intellectual? Find that personality and speak like it.
- Be silly, ask questions: Even a silly question like "Anyone here who likes pineapple pizza?" can get more engagement than an announcement like "Our new product is in stock." Because one person is starting a conversation, the other is advertising. People want to chat, not see an ad. Simple.
And most importantly... Don't just post and run away. That's like going to a party, saying "hi," and then standing alone in the corner. You'll look funny. The real deal is underneath other people's posts. Respond to comments. Join discussions. Even post a witty comment under your competitor's post. I recently saw a software company post a comment mocking their competitor's new feature. There wasn't a huge uproar. On the contrary, hundreds of people joined the conversation, appreciating the brand's confidence. That's the spirit of Threads: boldness and sincerity.
So What's All This Effort Worth? (That ROI Issue)
I'm sure your boss or that calculating voice inside you is asking right now: "But what will all this verbiage do? Will it increase sales?" Not immediately. Not directly. Threads isn't an "add to cart" button. Threads is about renting a space in people's minds for your brand. The more genuine, the more fun, and the more "human" your brand is, the more likely you are to come to mind when people buy a product tomorrow. Because they know you. They've laughed with you, they've chatted with you. They trust you. That's ROI. Trust. Loyalty. Community.
Is this hard to quantify? Yes, it is. It's more than just likes or follower growth. It's people talking positively about your brand. When someone complains about you, another follower comes to your defense, saying, "But I'm so happy." That's invaluable. In short, yes, you need a strategy. But that strategy isn't in a page-long PDF; it's in the courage to define your brand's character and let it flow into the conversation. If you can do that, Threads becomes your playground. If you can't, thank goodness you keep posting beautiful photos on Instagram. That's something too...