The Rise of Threads In Food & Beverage
With what seems like endless social media options, Meta’s Threads somehow grabbed the attention of over 100 million users less than 6 days after its launch on July 5th, 2023.
Threads offers a similar style as Elon Musk’s social platform X (formally known as Twitter.) Unlike its rival X, Threads isn’t a stand-alone network; it works as a microblogging companion app to Instagram, easily integrating the existing user base.
In contrast to platforms that bring superficial connections, general negativity, and endless scrolling, Threads is all about user engagement. In many ways, it’s a deeper level of shared interests and expertise.
Impact So Far
According to Meta’s official announcement, Threads was created to be a “positive and creative space to express your ideas.” It is also a “less angry place for conversation.”
“Threads was created to be a “positive and creative space to express your ideas.” It is also a “less angry place for conversation.””
As of this writing, Threads’ user count has surpassed 150 million people, making it the fastest-growing consumer app of all time. The platform also reported that users have published more than 95 million posts.
It’s a new avenue to amplify a food and beverage brand’s personality, especially in the early phase, when users should experiment, explore, and engage on the platform. Each published post can be shared seamlessly to Instagram stories.
Engagement
“Consumers crave authenticity. They also desire close-knit communities.”
Consumers crave authenticity. They also desire close-knit communities. It doesn’t just have to be direct messaging (since Threads doesn’t currently offer that feature.)
Food and beverage brands have found unique ways to engage with their audience on the platforms. And so far, it hasn’t really done any overt selling. Users are also invited to participate in providing ideation, direct product feedback, and harnessing discussions. These meaningful conversations also double as real-time feedback.
Maintaining brand voice, albeit in a new way, can also entice followers turned-off by Twitter’s perpetual controversies. Engaging in productive and creative conversations with consumers can help build connections with others.
New Frontier
It’s difficult not to resist an uncrowded social media space and connect with users in a unique manner. Especially since new social platforms always reward brands who are on the platform earlier than others. Still, food and beverage brands have relatively cool interest in regards to marketing on Threads. When it comes to the top five biggest consumer brands, only Reese’s has an activated account so far.
“During the learning and vetting phase, it’s important to identify whether or not the platform is a good fit for your food or beverage brand”
During the learning and vetting phase, it’s important to identify whether or not the platform is a good fit for your food or beverage brand, before investing too much time into it. Here are some considerations to contemplate when advertising your food or beverage brand through Threads:
Monitor competitors to see how they’re responding and interacting.
Brands can host giveaways for new followers. For example, Crumbl offers promo codes that give free cookies to early adopters.
Become an expert in the food and beverage space by sharing industry insights.
Relative simplicity makes it easier for brands to focus on a single type of content.
Native Before Monetization
Besides enhanced communication, engaging creative interactions, and boosted customer value, Threads lacks any monetization in the app yet. However, experts predict an overlap with existing Instagram targeting capabilities. Contextual targeting will likely be at the forefront of these ads, as well as potential shopping capabilities. Instead, brands have the opportunity to build their audience organically. Although, organic reach likely declines over time, especially with the increase of any advertising opportunities.
“Expect native advertising, sponsored content, and partnerships with influencers to enter the chat in terms of monetization in the very near future. ”
Another rumored addition is a pending search feature that will be used to discover relevant topics. This will probably create heavy competition between food and beverage brands to increase their engagement.
At this early stage, it’s more important to figure out how to consistently monitor content on the platform and to familiarize yourself with the algorithm.
Tracking
Of course, Threads will track its users. How could a social platform from Mark Zuckerburg not? Threads will collect a ton of information about its users, including such sensitive information as financial, location, browsing history, search history, and many more.
“In regards to food and beverage preferences, Threads stores data on how users interact with posts and which accounts they are following. ”
In other words, it collects almost everything it can. Although Apple users still have access to App Tracking Transparency, Meta’s trackers are also embedded in millions of websites throughout the internet.
Content Recommendations
The rules for content creation for food and beverage brands interested in giving Threads a shot are basically identical to Twitter. After all, mass marketers love to go where the market is, especially one that currently possesses a “curiosity factor.” Because the functionality of the app is somewhat limited, content published on Threads by f&b agencies are eclectic, experimental, and even bizarre. Because Threads is a refreshing departure from conventional social media platforms, focusing on meaningful conversations to foster genuine connections should be paramount. At least, until Meta changes its mind and monetizes.
We’re on Threads and we think your brand should be! Give us a shout and we will tell you more about the new social media platform.