Welcome to the first of AGM's 5-part series about Meta's new Threads social network. In this series we'll cover our approach to strategy, owned media, paid media, creative, and -finally - earned media. We'll publish a new post every day this week.
The launch of Meta's new Twitter competitor, Threads, has been a major topic of conversation for the last few weeks, unsurprisingly so. After all, the app gained 100M sign ups its first week. While millions of consumers were joining the new platform, brands were also making their debuts.
This is the first time we've had a brand-new major platform (as opposed to one that launched small and got big). How should brands approach it?
While it seems like marketing professionals could instinctively dive into another Meta platform with the same strategies used on Facebook or Instagram, Threads is a completely different animal, requiring a different approach. In addition to Threads being a text-based platform, perhaps the biggest challenge for brands upon launch is its current lack of advertising capability. Hello, organic panic! Add to that an algorithm that (for now) exclusively focuses on for-you content, and the requirement for a unique strategy becomes even more apparent.
At AGM, we embrace innovation, and we see the emergence of a major new platform as an opportunity to reassess a brand's overall marketing strategy and how the new platform fits into it. We start by taking these factors into consideration:
Incorporating a major new social platform should trigger a reassessment of current strategies and, most likely, the implementation of new ones. Activation without careful consideration is potentially wasteful of time, budget, and brand sentiment. Doing it right is worth the effort. Want to learn more about how we develop strategies for brands entering new landscapes like Threads? Get in touch.
And come back tomorrow for how we see Threads impacting Owned strategy!