Is it time to count out Instagram Threads?
In 2024, Instagram Threads faces a pivotal moment. Emerging marketing trends and evolving engagement strategies paint a complex picture of this once-popular feature. As we navigate the shifting landscape of Instagram, understanding its role and impact becomes crucial for anyone looking to excel in social media marketing.
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Launched in July of this year, Instagram Threads has seen the highs and the lows in just a few months. The platform took only 4 days and 6 hours to reach 100 million users and in the 119 days since the 100 million users mark, the platform has an additional 37 million users. On paper, it sounds like every new platform dream, but it has come with a lot of question marks – launching without key features that the audience demanded and further adding these features later on.
However, with Instagram Threads not going anywhere any time soon and Mark Zuckerburg and Instagram CEO Mosseri constantly announcing new features, we’re here to question whether Instagram Threads is dead or if it’s not worth the countout just yet.
Instagram Threads So Far: What We Know
As we’ve touched on above, Instagram Threads launched with huge popularity, however, that did drop soon after launch. The platform currently has 10.3 million daily active users, down over 79% after its first month. Being a top rival platform for ‘X’, Instagram Threads briefly nearly surpassed ‘X’ with time spent on the app, however, this soon dropped after launch.
It’s evident that much of Instagram Threads’ success in its first month was due to hype. A new app or feature is always exciting, showing that FOMO is still real. However, the above statistics show that Instagram Threads wasn’t able to retain that strong user base, so how does it bring those users back? Or does it ever recover?
Instagram Threads' Key Features
One thing we will give credit to Mark Zuckerburg and Mosseri is that they do listen to feedback when it comes to Threads. Since its launch, Threads has seen several new updates in an attempt to entice people back onto the app.
For example, Threads didn’t have a desktop version at first, but this has soon been implemented. Another key update based on user feedback was the ability to delete your Threads account separately from your Instagram account. This comes with its own questions regarding the app’s user base – will this ability to delete your Threads account lead to the app’s users dropping, or will it finally entice more people onto the app now that they know they can delete their account?
One feature that users have been crying out for is the introduction of using hashtags on the app. On the first launch, the app didn’t have a set function for using hashtags or searching keywords which arguably limited organic visibility. For many brands and their respective social media managers who were looking for Instagram Threads as another avenue to grow, this could have been a key factor for businesses and personal users alike using the app less. However, in recent weeks this feature has been announced to be rolled out.
What Does This Mean For The Future Of Threads?
There is the question of whether new features will be enough to entice the existing user base back to the app. This may not possibly be enough to drive the initial launch numbers back, but it would need to be enough to retain the existing user base – especially when looking at daily time on the app.
It’s clear that adaptability will be key in its evolution. With the ever-changing landscape of social media, Instagram Threads must continue to innovate to remain relevant. We anticipate a greater integration of AI-driven personalisation, enhancing user experience by curating content more effectively.
Additionally, there’s a potential shift towards more interactive and immersive content, leveraging augmented reality (AR) and virtual reality (VR) elements to engage users in novel ways. The platform may also further refine its algorithm to prioritise Threads based on user behaviour and engagement patterns, making them a more integral part of the overall Instagram experience. In essence, the future of Instagram Threads likely hinges on its ability to blend creativity with technology, offering users unique ways to connect and share their stories.
Strategies For Success On Instagram Threads in 2024
We expect success for Instagram Threads in 2024 to include a blend of creativity and strategic thinking. Similar to what we would expect from utilising other social media platforms, it’s essential to leverage storytelling, using Threads to weave compelling narratives that resonate with your audience. Focus on authenticity and relatability, as these elements foster deeper connections.
As we have seen since its launch, Threads is primarily a conversational platform so incorporating interactive elements like polls or Q&A sessions can significantly boost engagement, making the audience feel like active participants.
With the rise of AI and data analytics, tailor your content based on audience insights, ensuring relevance and personalisation. Video content will continue to dominate; therefore, incorporating short, engaging video clips within Threads can enhance their appeal. Additionally, consistent posting and cross-promotion with Instagram Stories and the main feed can increase visibility.
Finally, keep an eye on the latest and future features that have been rolling out onto Threads. Taking advantage of these features will support in your growth on the platform and reach new and existing audiences. It’s already evident that Meta is keen to push Instagram Threads, so utilising the platform could bring greater business to you and your business in 2024.
