Poles have the opportunity to use a new text app from META later in 2023. Threads, as the new social medium is called, was launched on 6 July 2023. Within five days of its launch, the app had gathered more than 100 million users. At the beginning of this month, the channel also made its way to Poland and is already attracting a lot of interest! What is Threads, what are its features and how does it differ from the popular X app? You will find out in this article.

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Co to jest Threads?

Threads App, is an innovative text-based tool. Like the X (formerly Twitter) service, it allows users to publish short posts, as well as files, images, videos, links and messages. Users can share their opinions, comment on other people’s posts and encourage their followers to discuss various topics. To use the app, one must have an account on Instagram, as the two services are integrated with each other. This allows you to automatically follow the same people and import your bio.

Back in 2019, a prototype of the Threads app was created, also by Meta. At the time, it was intended to compete with another popular platform, Snapchat, and looked very different from the current platform. However, it was shut down very quickly and the current version in no way resembles the one from a few years ago. 

The current version combines the functionality of the X service with the popularity of Instagram. It is simple to use and intuitive, which may be the key to its success.

What are the key features of the app?

Publication of textual content – In Threads, you can add short content called “threads” rather than posts. Threads must not exceed  500 characters in length, thanks to which users are able to communicate their thoughts and information in a quick and concise manner. In addition, the application allows further content to be added to existing threads using the “Add to thread” function. With this option, users can create extended discussions and share their insights. 

Search – only allows you to find other users’ accounts, and interestingly, hashtags do not work in the Threads app.

Adding multimedia – since the app is integrated with Instagram, it couldn’t miss the possibility to publish photos, gifs, videos, etc. here as well, which makes the threads even more eye-catching and likely to interest the audience.

Voice notes – users have the ability to add voice notes, which are automatically converted to a transcription. This feature works effectively to enable instant communication of information.

Surveys – the app allows you to add surveys to threads, which disappear automatically after 24hrs. 

How does Threads differ from the X app?

Threads:

• – Registration via Instagram account only.
• – Limit of 500 characters per text post, video up to 5 minutes.
• – Ability to add images, GIFs and links.
• – Maximum of 10 elements per thread.
• – Ability to record voice messages, converted to text.
• – Basic algorithm presenting threads, no hashtags.
• – Search limited to usernames.
• – Automatic synchronisation with Instagram.
• – Privacy and personalisation options, such as hiding the number of likes.
• – Completely free, without adverts yet.

X:

• – Registration via e-mail, phone number, Google or Apple account.
• – Base limit of 280 characters, extended to 25k for a fee.
• – Video up to 140 seconds, extendable to 2 hours for a fee.
• – Advanced content discovery tools, browsing e.g. by hashtag.
• – Channel filtering capability.
• – Direct messages, private groups.
• – Possibility of creating a live chat space.
• – Paid subscriptions and additional options, e.g. blue badge.
• – Free with optional paid features.
• – Contains advertising, possibility of reduction by subscription.

How to use the app in marketing?

Advertising on this new platform presents an exciting opportunity for companies looking to connect more personally with their customers. The use of the app at this point in time may represent an opportunity for small and medium-sized companies that are unable to compete with large brands on other social channels.

This app is all about authenticity, so it makes sense to eschew pushy advertising in favour of storytelling, showing customer support, showing the backstory of your business, etc. Bearing in mind that this is a predominantly text-based app, the focus should be on tone of voice and encouraging comments and sharing threads. Instead of hashtags, it is a good idea to add keywords to the content.