Threads: the newest Meta family member

On July 5, 2023, Meta introduced Threads: a new platform primarily focused on text, unlike its sibling Instagram. The platform had a flying start: despite only being available in Europe recently, it reached 100 million users in no time (read: 4 days!). Impressive! For comparison, Instagram took 3 years to reach 110 million users.

The rocket start of Threads is easily explained: creating an account on Threads is a breeze if you already have an Instagram account. For many social media enthusiasts, this was a reason to take a look at this platform, but what makes Threads so special?

Time to test it ourselves! As Coosto, we didn't hesitate to do so: follow us on Threads!

Threads distinguishes itself from other social media channels for several reasons, but the main one is this: Threads is set to become an open social network in the (near) future. By making the app compatible with ActivityPub, Threads becomes an 'interoperable' network. Those are a lot of technical terms, but what does that mean? Simply put, social media platforms will be connected: in the future, you could post on Mastodon or receive notifications from that platform via Threads, without having an account on Mastodon. An interesting development that Threads is currently working on.

Threads is already being widely used, now also in Europe. This gives rise to various ideas, myths, and opinions about the platform. But do they hold? We investigated this for you. 
 

Myths arounds Threads

1. Threads doesn't comply with European privacy laws

The reason Threads was not immediately available in Europe had to do with not complying with European privacy laws. The seemingly user-friendly and quick connection to your existing Instagram account was the main reason the platform clashed with our privacy standards.

Fortunately, we can also debunk this myth: Threads can be used without an account, allowing you to bypass the issue.
 

2. Define your timeline with Dear algorithm

If you've already created an account on Threads, you've probably seen posts starting with 'Dear algorithm,' followed by a list of topics. There's a rumor that you can influence the algorithm, telling it where your interests lie to personalize your timeline.

But unfortunately, this is a myth. Meta confirms that this rumor is not true. The Threads timeline is not influenced by such posts but by the user's behavior. Just like on Instagram, what a user sees is determined based on signals like interactions with posts and accounts. You can't influence it with a 'Dear algorithm' post to teach the algorithm a lesson.
 

3. Threads is a text-only platform

Although Threads is primarily focused on textual content, this doesn't exclude other forms of posts. The main approach of the platform is sharing opinions, ideas, and thoughts in a maximum of 500 characters. This can be done through voice messages, images, and short videos. Moreover, you can include links in Threads posts, unlike Instagram.

Threads also announces that they are actively working on new formats. In 2024, you'll be able to enhance your text messages with colored text and the ability to add the 'party popper' emoji (?) to your post for some digital confetti on your screen.

So, the third myth is also debunked!

4. Hashtags are a thing of the past

Let's be clear: hashtags are still very much a part of Threads. However, Threads introduces a new feature with a similar function: Topic Tags. You can add one Topic Tag per post to indicate the theme of your message. This improves the visibility of your post on Threads, a crucial feature as social media channels are increasingly used as search engines.

To prevent the misuse of Topic Tags, the maximum is set to one tag per post. A tag can consist of multiple words or even a short sentence to provide more specific information about the related topic.

Not adding a theme via a Topic Tag doesn't mean your post won't appear in search results if it's related to that topic. The search function displays all related posts, whether a Topic Tag is added or not.

Web developer Max Mykhalchuk examined the most used topic tags and hashtags so far to demonstrate the difference in usage. As you can see, there are quite a few similarities between the two:

Conclusion: hashtags are certainly not a thing of the past, but Threads also brings innovation in this way.
 

How to use Threads for your organization

A new social media platform means new opportunities for your organization. But how do you achieve your social media goals on Threads? Here are some possibilities:

1. Engage with your followers

Threads is the ideal platform to ask short questions to your followers to gauge opinions. This can be done, for example, with the poll feature, but Threads also sets a good example by approaching it differently. Useful and innovative!

2. Increase your reach

A new platform, new opportunities! This relatively new platform provides a clean slate and, therefore, a new chance to reach more followers.

Additionally, Threads offers an excellent opportunity to bring your existing content to the forefront and experiment with new social media content. A breath of fresh air through your social media and content strategy, so to speak!

Moreover, the strong connection with Instagram makes it easy to promote your content cross-platform. With just one click, your latest Threads post can become an Instagram story.

3. Generate more clicks and conversions

Finally, Threads is also a great platform for conversion-focused posts. The ability to include links in your post is the perfect opportunity to direct followers to your website.

Threads currently doesn't have advertising options, which means your posts with a clear call-to-action won't be overshadowed by ads. Take advantage of this! Importantly, respect this and ensure relevant and valuable posts for your followers.
 

Threads is not done developing yet

Since Threads is still a relatively new platform, new developments are being rolled out at a rapid pace. Meta is actively working to continually improve the platform and increase user-friendliness. They make adjustments and enhancements based on user feedback. This platform is far from being fully developed, and we are very curious about what awaits us.

This probably sounds familiar to you: multiple open tabs with different social media platforms and website performance statistics, a lot of copying and pasting to get all the numbers in one place. A very time-consuming, and above all error-prone, process.

For years, I have struggled with proving the cohesion between my well-performing social media campaigns and a constant stream of website conversions. Tying everything together: that was my biggest issue. I needed a clear overview, which helps me to prove the attribution of social media to conversions that lead to sales. And the fact that brand awareness isn’t just something we do for fun, as marketers.

It would make my job as Content Marketer so much easier. And way more interesting, as well. It would help me to focus on what makes it challenging and interesting for me. In the end, creating new content based on successful campaigns is what drives me!

The solution: complete integration of all statistics in one dashboard

Thanks to the possibility to connect Google Analytics accounts and all business social media accounts within Coosto, you easily combine all relevant metrics in one overview. The dashboard templates are the perfect way to display the metrics that are important for your business goals. By doing so, you gain insights on the performance of your social media posts, platforms and campaigns, in relation to your Google Analytics stats, such as conversions and page views.

To prove how easy it is to answer important questions about social media and content performance with the customizable dashboards, I have a few examples. Because in the end, actions speak louder than words!

Cases: how you prove the success of social media & content 

The effect of social media campaigns on website visitors and conversions
 

The first example proves the connection between website visitors and social media campaigns. How many (new) visitors reached your website thanks to a successful social media campaign? And how many conversions did I get out of this post?

To answer these questions, I had to manually combine all my website statistics and social media data. Google Analytics in Coosto enables me to put these numbers easily together. Check the performance of social posts from a specific campaign and compare these directly to the number of (new) users and conversions on your website, derivative from this campaign. 
 

The effect of brand awareness on cost-free web traffic

The second example is focused on the positive effects of a well-known brand name and media reach. Because how do your daily results benefit from a strong brand name? Often, the power of brand awareness is underestimated and for a long time, it has been difficult to prove the (long-term) effects of it. Time to say goodbye to this.

By comparing the total reach of your brand in all online media sources, and putting this next to the direct traffic stats on your website, you will quickly realize the peaks in these numbers match. In other words, all the efforts from the past and today to create a stronger brand are paying off! No advertisement costs are involved (anymore): these valuable website visitors know what they are looking for and therefore a very likely to convert to paying customers. All thanks to a strong brand name, and a high media reach.

To even analyze this a bit deeper, you can add the sentiment around your brand. To what extent is your brand mentioned positively or negatively? And can you relate this to peaks in website traffic? The customizable dashboards make it easier than ever to answer these questions. 
 

Discover how Google Analytics and social media numbers make your job more fun!
 

So, are you ready to start making the numbers speak for themselves? I dare to say, I’m starting to even enjoy putting all the numbers related to social media and website performance together. And the possibilities are endless! Combining the statistics from these platforms offers countless valuable new insights.

Like I said, running my monthly analysing is no longer a task I want to postpone. Who would have thought I would ever be the one saying this? I didn’t, that’s for sure. Nowadays, I surprise myself by wanting to look for new insights and enjoy combining interesting and relevant statistics. Think of the number of sales we make thanks to my social media posts, the relation between social media reach and the (growing) number of website visitors, and the contribution social media engagement to conversions on landing pages.

Do you want to experience for yourself how this improved way of approaching content analytics can take your strategy to the next level? Try it for yourself! During our free trial, you get to experience the benefits of the integration. 

As mentioned, marketers often miss crucial input for new content. (Properly) analyzing existing content is a time-consuming task. Gathering statistics, combining relevant metrics, and then drawing the right conclusions: cross-channel data analysis can be quite challenging.

Precisely combining different results is crucial: it makes the impact per social media post, campaign, or channel truly visible. Which social media campaign is now generating the most conversions on your website? And do the highly-liked posts on Facebook also contribute to increased website traffic? Questions that were previously difficult to answer.

That is a thing of the past. The powerful integration of Google Analytics in Coosto ensures that you combine these statistics in one overview, making it easier to establish connections. We guide you step by step on how to effectively work with this.
 

1. Gain insight into all data

Connect your Google Analytics and social media accounts in Coosto and gather all statistics in one platform. This way, you no longer have to switch between different platforms and tabs. Easy, clear, and user-friendly.

2. Combine relevant statistics

Less is more! Focus on the statistics that are relevant to your marketing goals and campaigns, and don't hesitate to exclude statistics in your analysis. To gather the right statistics, it is essential to know what result you are looking for and what factors influence it.

In Coosto, you'll find ready-made dashboard templates focused on specific goals. This way, you don't have to search for the right metrics yourself, and you can focus on comparing and analyzing your numbers.
 

3. Draw the right conclusions

This might sound like a no-brainer, but is sometimes easier said than done. To make the statistics truly speak, you must be able to link them together. Only by doing so can you establish connections and draw the right conclusions.

By combining various statistics, such as social media link clicks, website traffic, and conversions, you truly understand how your campaign has performed. And that is precisely the insight you are seeking as a marketer.

4. Start applying your newest insights

The finishing touches are crucial in this case: insights are worthless if you don't apply them in practice. Translate new insights into action points and incorporate them into your content strategy. 

By regularly analyzing results, you'll naturally start recognizing patterns. This quickly gives you insight into which content, campaigns, and channels are effective in motivating your target audience to take action, and also what doesn't work well.
 

Ready to dive into effective data analysis?

Data is indispensable if you want to create optimally performing content. Experience for yourself how easy data analysis can be with Coosto. The powerful integration with Google Analytics makes data more accessible, transparent, and valuable than ever before.