Meta’s newly launched social media application, Threads, should be a new communications channel for small and medium-sized businesses to consider as they look to grow their marketing efforts and get ahead of the game before their rivals, says Daniel Stoten, Executive Chairman at Localsearch.

Officially named ‘Threads, an Instagram app’, Meta’s text-based conversation app has already been dubbed a Twitter-killer. The app promises to bring communities together to discuss everything from the topics you care about today to what’ll be trending tomorrow.

In fact, Threads is already on pace to usurp the current ‘fastest growing app’ title holder in ChatGPT, which reached 100 million users in just two months earlier this year.

The launch of Threads is a fascinating time in the world of social media and will be a really interesting platform to follow. I’m certainly keen to see how this channel will evolve over the coming months. We believe in the value of experimenting with social media channels and updates, and exploring how Australia’s Mum and Dad businesses can make it work for them.

So how does Threads work?

Posts on Threads can be shared on Instagram and vice versa. These can include up to 500 characters in text, and up to five minutes of video content. Existing Instagram accounts can import their profile with the bio and links, and even follow the same accounts – whether they have made a new Threads account or not.

What’s key for small and medium businesses is getting on the app while it’s still hot. On the first day there were over 10 million sign-ups, with businesses making the move. I believe it’s key to start a following early, so when Meta brings in advertising (possibly in 2024) you will have an already established social following.

How you can use it

With Threads, we can see it being a useful platform in terms of small businesses sending quick updates to their followers. If you’re closing up your cafe early, having a last-minute monthly sale, or a hair appointment that’s just become available, using a platform like Threads is fantastic as this quick text-based approach can result in small businesses not missing out on any new business opportunities.

As Threads is predominately text-based, it should allow small businesses to have more focus on customer conversations, which can even be a great customer service review tool. Early adopters like Binge and Domino’s are already interacting with fans on Threads – these casual and funny exchanges are contributing to the brands’ personalities on the channel.

Many small businesses will already have an Instagram account, making Threads an easy app to add to your communication channels.

I don’t believe in putting all your eggs in one basket, so experiment and see if new and emerging channels work for you. Stay nimble and relevant across your digital presence and this will keep your audiences engaged for longer.

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