Threads by Meta: What do we know about the new social network today?

Meta, the parent company of social media giants such as Instagram, Facebook, and WhatsApp, unveiled its newest social network, Threads, on July 5, 2023. The service, focused on text-based content, was designed to compete with Twitter and has swiftly gathered an audience of more than 100 million users. Such rapid growth showcases its potential to become a major player in the world of social networks.

Thanks to a smooth integration with Instagram, Threads offers users the chance to quickly increase their number of followers and discover new influencers, brands, and communities. By borrowing Instagram’s large user base of around 1.4 billion, Threads positions itself as a platform ready for active growth and interaction. However, it’s important to note that in order to delete a Threads account, the corresponding Instagram account must be deleted, underlining the tight connection between the two platforms.

What about traffic?

At the moment, the platform does not have specific advertising tools. However, according to data from Meta, the integration of Instagram and Threads will be used for personalizing news feeds and future advertising campaigns.

Mark Zuckerberg, the head of Meta, acknowledged the absence of advertising functions in Threads, stating that the initial goal is to refine the product and form a large user base, possibly around 1 billion users. Only after reaching this stage will monetization strategies be considered.

Today, Threads offers several ways to attract traffic and promote goods or services. These include native advertising, clickable links in profiles and posts, video reviews, account mentions, and redirecting traffic from various accounts to the main one with an advertising link. Moreover, Threads allows sharing links to other platforms, which opens up the opportunity to redirect users to other sites, such as Telegram.

The main content on the new platform is text, but the amount should not exceed 500 characters. In addition, users can add visual content to their texts: up to 10 photos, videos up to 5 minutes, or animations.

Each post offers settings for comment restrictions: you can allow responses to all users, only your followers, or only those who were mentioned in the post. There’s the ability to “like” posts (you can also hide the like counter, as on Instagram), but the use of hashtags is not provided, they are simply inserted as text. Other important points: once a post is published, it is not possible to edit it, and there is no ability to edit the preview of a link (at least for now).

And if you click on your nickname in the profile, Threads reveals an Easter egg, that in the future integrations with other platforms and user linking are planned:

What about moderation?

It is expected that Meta’s commitment to brand safety and effective content moderation, demonstrated on Instagram and Facebook, will also be applied in Threads. Essentially, nobody expected anything else, but due to the novelty of the platform and still poorly refined algorithms and spam-bots, we are currently seeing increased activity in dating, gambling, and info-business themes.

What about tracking?

With the Keitaro tracker, no changes in link operation were detected, everything works as it does with Instagram and Facebook. We will definitely keep an eye on the situation and react promptly if necessary.

In conclusion, it can be said that while Threads is in the early stages of its development, there is, of course, potential for advertisers. There’s a hype surrounding Threads: some predict its successful future, while others recall the rise and fall of Clubhouse. The sooner you get there, the faster you will find the right approach to promote your advertising campaigns.

By the way, subscribe to the new Keitaro pages on Instagram and Threads. There’s not much content there yet, but we will certainly delight you in the near future with exclusives, strictly developed for these platforms 😎



Keitaro Team

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