While Twitter’s narrative around Threads takes center stage—including the lawsuit by Twitter’s Elon Musk—the real story lies in the significant challenge that Threads poses to TikTok. Threads, as an offshoot of Instagram, has adeptly embraced the TikTok-style content trend in recent months, with Facebook strategically leveraging these advancements.
My guidance for advertisers and CMOs? Threads is fresh canvas, a virgin territory where the rules of engagement can be shaped. Are we ready to interact more, to respond instead of just post, to ignite threads like “How can we be more sustainable?” As a former CMO, I’d gather my team and our motto would be “Let’s get this right.”
How, for instance, can brands ignite real dialogue on the platform? At a time when every marketer is thinking about the power of AI or embedding brand “concierges” on their digital properties, can Threads become a leading platform for “listening and learning” from their consumers, or figuring out the likely “prompts.” From sustainability to even the right way to use Threads, brands need better feedback.
Here I’ll repeat—for the hundredth time—that I think Facebook did brands a major disserve in the early years of its development by downplaying or under-resourcing brand pages. All the focus was on selling ads at scale, when in fact an equally valuable proposition was deepening loyalty and advocacy of your best fans.
Threads might just present a unique opportunity to get back on track—or to find the right balance between listening, serving and selling.
So, we’re jumping in. Embracing the thrill, the uncertainty and the boundless potential of this new platform. Let’s check the numbers next week. Or in five minutes. After all, in the fast-paced world of social media, every second counts.
from Digital Marketing Education https://ift.tt/F5h6TSl
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