Inside Threads’ first month of influencer brand deals and what’s next

Several brands appear to be holding off on developing an influencer marketing strategy for the new platform. Bluestone Lane, for example, hasn’t leaned into its ambassadors for its Threads strategy following its initial flurry of posts when the brand launched on the platform, Stone said. Working with that group of ambassadors allowed the brand to announce its arrival on the platform with a rush of user-generated content, taking some of the initial strain off of the brand’s two-person marketing team already overseeing Instagram and TikTok content, he said. 

Over the past few weeks, Bluestone Lane has prioritized its work with ambassadors on Instagram and TikTok instead, while Threads has fallen to a distant third place, he said. The brand hasn’t posted on Threads since the first week of August, and toward the end of July it had shifted its strategy to focus on prompting conversations and jumping on emoji and post structure trends. But Stone is still glad the brand partnered with creators to lay a foundation on Threads and establish an initial audience, despite the current risk that comes along with investing in emerging, and potentially fleeting, social platforms. 

“The brands and creators that do invest early in [a new platform] will inevitably see it pay off, because that’s always the key. Whether it’s YouTube or Facebook or TikTok, the guys that are going in early and going in hard to develop their audience will end up being the cash cows of that channel if it takes off,” he said.

Stewart-Harfmann hasn’t posted much on Threads because she accidentally linked a secondary Instagram account to the new platform instead of her primary account, but she’s resolutely continued posting on TikTok’s sister app Lemon8 in hopes of establishing a community on the newer, unsaturated platform, she said. Her friends have questioned her stubborn dedication to Lemon8 when it isn’t earning her any income, but she plans to continue sharing content on the platform for the foreseeable future. 

“It’s because you don’t know what’s going to take off,” she said. “You never know.”

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from Digital Marketing Education https://ift.tt/NS1jC94