Meta’s Threads presentation also notes that Threads will adopt interoperability with Mastodon, the decentralized social media app. That means brands, and users, can take their followings with them if they ever leave the platform. Meta also said that DMs, trends and search functions would come soon.
Without trending topics, it’s difficult to see what conversations are the most vibrant at any given moment on Threads, which makes it less real-time than Twitter, so far. “If Threads can fairly quickly improve some functionality that Twitter already loves, they’re going to kill Twitter,” said one top ad agency executive, who spoke on condition of anonymity.
Related: Twitter tries to assuage advertisers’ concerns at Cannes
Threads is an algorithm-based feed, so the content people see is determined by machines, like it is on TikTok. There are verified accounts with checkmarks, which come from getting authenticated on Instagram. The check marks are not the only way to get recommended to new users on Threads, a Meta spokesperson said in an email to Ad Age.
Brands are trying to figure out Threads, and like any new social media product, how to gain popularity. The mechanics of all social platforms are different, and social media managers always look for hacks to game the algorithms. Another agency executive, who spoke on condition of anonymity, said that Meta advised that “Threads is an early experience and is not essential to your core presence on Meta platforms.”
“So, they’re not pushing [brands] hard out of the gate,” the executive said. “More looking to scale users and enhance features before bringing in brands in any significant way.”
from Digital Marketing Education https://ift.tt/5gsh7CH
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