Like most users, brands are trying to find their place on Meta's new social media app Threads, but will they be able to connect with their audience without pushing them away from the platform altogether?
This is the “casual, conversational, and unfiltered” approach Olipop’s social media team is using on Threads, says Sara Crane, a content strategist at Olipop. The soda company is testing Meta’s new platform by posting about “relevant cultural moments” rather than directly advertising. In doing so, it’s trying to strike a chord with the millions of people who have joined Threads since it launched on July 5. And Crane believes it’s working: Olipop now has 20,000 followers on Threads.
One of the weirdest things about Threads is that it’s being built backward. Most social networks grow organically; people find them and build communities, then the brands arrive. But Threads launched with many brands and influencers at the ready. That’s given Threads a strange vibe. When people signed up, they were greeted by a feed populated by Netflix, Spotify, and other big names.
The procession of brands on Threads isn’t being driven by an eagerness to find a solid Twitter alternative, but rather a rush to follow consumer eyeballs. “I don’t see it so much as brands are looking for a microblogging platform, but if their audience is, they want to be there too,” says Jen Jones, chief marketing officer for Commercetools, a digital commerce platform.
Threads’ early days included a lot of brands, celebrities, and influencers doing mic checks. And as brands experiment, there have been some odd interactions. Pizza Huta Thread that contained a confusing and sexual meme about pizza crust. Pizza Hut did not respond to a request for comment. Brands have tested the service with quippy jokes and memes. But there are tired posts, like “i am a cinnamon roll,” from
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