With Elon Musk’s X imploding, some brands are turning to Threads — that’s Meta’s challenger to what was once Twitter.
Threads usage is on the rise, and to that end, the company recently revealed what so far is driving the most engagement.
A Meta marketing director told attendees at the CreatorIQ Connect conference in Los Angeles that if you want your brand’s Threads content to be picked up more reliably by their algorithm, make a concerted effort in each of your posts to start some kind of conversation with your fans.
This is, of course, advice from ages, but it’s easy to forget when social media content managers also field requests from product teams, putting out corporate news, and trying to jump on memes of the hour. After a while, you can sometimes forget to use the post to ask for some kind of reply.
At our agency, we’ve found that using the green checkmark emoji and the words TELL US in all caps, followed by a conversation prompt, works really well.
What Doesn’t Work
Threads is a new app, even if it is riding on Instagram’s code foundations, so there’s a lot we don’t know about how its content discovery algorithm works.
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We do know, though, that re-posts don’t get the same amplification that they do on other platforms.
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And those “Dear algorithm” posts where people list their interests, in an attempt to get content about those topics flowing to their feed? Yeah, Meta says those don’t work either.
Topic Tags
Threads is also testing out “topic tags” which are sort of like hashtags, but rather than you being able to link any words as a tag, you’ll pick from a pre-determined list of topics provided by the app. That’s a bummer for brands who use branded hashtags or ride alongside some obscure topics.
Topic tags are being tested right now in Australia.
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