Introducing Threads and how to use it for your small business

Threads is the new social media app from Meta, which launched with a mighty splash this week. It's poised as "Instagram's text-based conversation app", enabling individuals and brands to participate in public conversations.

If you're unsure how to leverage the platform for your small business, don't worry – everyone will be in the same boat. So bearing in mind that we're all beginners here, I'll walk you through what I've learnt to date and how founders are already using it to connect with an online community.

Who is using Threads so far?

In a matter of hours, Mark Zuckerberg posted a Thread stating that the app had already over 70 million sign-ups. Not bad, huh?

Many well-known faces are already making their mark on the platform, such as entrepreneur Steven Bartlett, tech brands including Calm, the Mayor of London Sadiq Khan – and even rival social media platform TikTok has joined the parade.

Fuelled by a feeling of FOMO and curiosity to see how the platform could impact start-ups and entrepreneurs, our marketing team also dived right in. Follow Enterprise Nation on Threads.

Why should small business owners join Threads?

As a small business owner, you're already bound to be juggling many responsibilities. The thought of investing time into a new social media platform that's yet to prove any value may feel like a bit of a gamble. However, I've seen a huge amount of enthusiasm from brands that are excited about the prospect of engaging with an existing or new audience.

The growth trajectory of the platform is predicted to be huge and could offer a brand engagement opportunity that is too good for small business owners to miss out on.

If Hannah's dad thinks it's going to be the next big thing, we better believe it...

The reaction from small business owners

We asked our small business followers to share their initial feedback and although this could be the entrepreneurial optimism talking, the response was overwhelmingly positive! Read the full responses.

How much time should I spend on Threads?

Antur Cymru Enterprise pointed out that it's important to "be careful of where you spend your energy". Feelings of overwhelm can be prevalent among small business owners and so it's wise to make an assessment of whether you'll get a return on your time investment.

Stacey Lowman, on the other hand, shared that she's loving the idea with which you can "put ideas out and get engagement without having to spend time styling it all out first".

In comparison to the likes of video-based platforms such as TikTok and Instagram which require more aesthetic consideration, you can use Threads much more spontaneously for sharing text-based updates.

What are the potential downsides to Threads?

Sally Day, Enterprise Nation adviser member and founder of Saltoria Marketing, shared that the app has a retro charm about it and has similarities to MSN Messenger.

While @sallybows feels that Threads is going to be a kinder and more wholesome place, she expressed disappointment about its lack of accessibility features and uncertainty if we need another new social media channel to contend with.

Emily at @businesswomaninprogress shared a handful of great ideas, including the ability to direct message and go live on the platform. Plus, a tab to view just the people you follow.

We're glad to see that Adam Mosseri seems to be taking notes...

How to achieve success on Threads

It's potentially too soon to tell, but I've loved seeing brands such as Mustard Made be curious, light-hearted and playful about their presence on Threads.

Andrew Bott already has a great feeling and "threaded" that it "feels like we're all trying to treat it more like a conversation than another social media account where we’re trying to look good".

Shaz Muradova, Enterprise Nation adviser member and senior marketing strategist, shared three great tips:

• Bring out your personality and sense of humour

• Like the early days of Twitter where you could easily reach somebody who's not reachable via established channels, use the opportunity wisely

• Embrace the chaos and have fun!

Other frequently asked questions about Threads

1. How do I create an account?

You can download Threads and log in using your same Instagram account. Your username will carry over with the option to customise your Threads profile once it has been created.

2. What can I post once I create an account?

Posts can be up to 500 characters long and include links, photos, and videos up to five minutes in length. You can read a really thorough Q&A on the Instagram site.

3. How do I build a following on Threads?

A great feature is that you have the option to follow all the accounts that you already follow on Instagram. This has enabled users to accrue fast growth in a short amount of time.

4. What does it cost to join?

Aside from a time investment, the good news is that it's currently free and Meta says there are no immediate plans to introduce paid ads.

5. What's next for Threads?

As with any intelligent product team, they've vocalised that they're reviewing usage patterns and feedback to evolve the app beyond any limitations experienced at launch.

6. What are the downsides of Threads?

Some are suspicious that Threads could follow a similar trajectory to the likes of Clubhouse. Like with any social media platform, it can come and go.

Feeling Thready? We hope so!

Follow Enterprise Nation on Threads and access wider marketing resources to help you start and grow your small business.