Threads is now in Germany — is it worth the hype?
In a previous article, we wrote about Meta launching Threads in select European countries. Now that the social platform is officially in Germany, will you jump on the trend? Here’s what brands need to know
Quick recap: What is Threads?
Threads has recently become a hot topic in the world of social networks. As Meta's new messaging app, it closely resembles competing social platform X (formerly known as Twitter). However, there are key differences and special features:
What makes Threads different?
- Profiles can be private or public.
- Posts can contain up to 500 characters of text and up to ten photos.
- Videos (up to 5 minutes long), GIFs, polls, and voice messages are possible.
- Threads can be embedded in Instagram Stories.
- Instead of hashtags, there are topics that can be linked in threads. Each thread can include one topic.
- Threads can be liked, replied to, quoted, or reposted.
- There is a "For You" feed (mixed content) and a "Following" feed (only content from accounts you follow).
Threads vs. X (formerly Twitter)
As with any new digital platform, curiosity initially triumphed for Threads, Instagram’s sister network. Five days after its launch in the U.S., the social platform is reported to have already reached 100 million users — making it faster-growing than ChatGPT. But as time passes, the initial hype has subsided, and growth has slowed down.
Since Elon Musk’s takeover, social platform X has become highly politicized with many companies ceasing the opportunity to keep up with their existing profiles and, in some cases, entirely abandoned X, as seen with companies like GLS Bank. Threads parent company, Meta, rejects political topics and discussions on their new platform. This means brands that are highly controversial may not get as much of a spotlight this time around.
How other brands are using Threads
Some companies have already amassed high subscriber numbers, such as Netflix, Nike, Marvel, and Louis Vuitton. Like X’s popularity as Twitter back in the day, these companies use Threads for humorous content and to engage actively with their online community, even occasionally poking fun at their competitors like commenting on rival brands’ posts of in a humorous way — a tactic that is already popular on TikTok and remains to be successful in also finding resonance on Threads.
For example, Nike uses Threads to answer community questions, while Netflix works with screenshots from movies and series to create funny memes or announce news.
Our recommendation for using Threads in Europe
Where Threads will go in the future will be revealed in the coming months. It is clear, however, that brands can actively use the new platform to communicate with their community, engage in active discussions, and thus get closer to their fans and customers.
Currently, there is no option to run paid ads on Threads, meaning that the growth and engagement a company achieves are purely organic. As a counterpart to X, it is quite possible that Threads will evolve into another important online platform. The close integration with Meta's platform Instagram can be advantageous for brands that want to engage even more closely with their trend-focused community who are prone to jumping on the new digital hype.