When building your personal brand to develop in your career as an industry thought leader, social media is one of the most important mediums to accomplish this objective, granted the multitude of platforms and engaged users spanning almost every industry you can think of. If you are currently expanding your social media reach to establish your career as a go-to expert in your industry, you might want to consider adding Threads to your personal brand strategy.
Threads is a text-based platform similar to Twitter, that was launched by Instagram (parent company Meta) for the purpose of joining and creating public conversations. The app has been the topic of much debate, excitement, and intrigue over the past few weeks since its launch on 5th July 2023.
According to Instagram CEO Adam Mosseri’s update prior to July 11th, Threads has amassed more than 100 million users within its first month alone.
Despite its growth spike, the platform is still relatively new, and missing some desirable features such as hashtags at the time of writing. It has left many users confused as to how to employ it effectively so their voices can be heard, and how to establish a strong following and thought leadership that can boost career prospects and opportunities via the app.
Here are some ways you can leverage the Threads platform for your personal brand’s advantage:
Capitalize on the freshness of the app
Teresha Aird, Co-Founder and Chief Marketing Officer of Offices.net, recommends users to jump right in while Threads is still fresh. “The platform is gaining momentum and now is the time to establish your presence.”
Phill Collins, Sales and Marketing Manager at Polymaster Group, also advises that you should capture users on the platform early. “I believe the best advantage is that brands can draw in consumers who are already using the app, and be among the first to reach niche populations by entering the market early. The time is now to develop a strong brand presence and a devoted audience. Another great thing is you already have a following. Brands can download the app to automatically follow all Instagram friends and engage new Instagram followers rather than creating a brand-new profile from scratch.”
However, while the app is high in the number of users signed up, the usage rate has been on the decline, latest stats reveal. Personal brand consultant and life coach Cauvee believes this is because with many new social platforms, people want immediate results. Therefore it is important to be present, and develop and follow a consistent strategy.
Cauvee suggests that Threads users are more responsive to their app notifications as there is an aura of excitement and experimentation related to the platform currently. “If you spend 20 minutes connecting with everyone whose post you appreciate and enjoy, (assuming you have an audience already to follow or who follows you) you will start seeing increased engagement with your post. Additionally, some people who don’t follow you will also add you on Instagram.”
Establish a Threads personal brand strategy
One way to establish a loyal and engaged following is to use what Cauvee calls a drip sequence. “A thread is a chain of a message,” he explains, “so you can post a thread, respond to your own thread, respond to that thread, and now it is a drip sequence. I also use this as another place to repurpose, but I don’t do as much offer promotion yet because it’s still relatively new and majority of people are not selling ads, nor is Threads pushing ads, so I wouldn’t start selling just yet. Just get into a rhythm of posting and responding to as many people as you can in 20 minute to 30 minute increments. This is going to get people energetically involved with what you post.”
While defining the strategy with which you will approach Threads is critical to achieving steady success, the content you create must be as equally well thought-out.
Jack Lloyd, a sales and marketing consultant at Z Grills Australia, encourages professionals to apply the principles of personal branding such as:
“Defining your niche, consistency in messaging, quality content, providing added value and insights to existing threads, and engaging with the audience.”
You can also use Instagram stories and reels to link back to your Threads account and encourage existing followers to join you there.
Become and expert and engage with value
USA Today Network’s Director of B2B Brand Marketing, Jenny Huang, credits her success on the platform to the following principles:
“Everyone is an expert in something,” Huang says, “and the Threads app is a place for you to share your voice.”
If you’re feeling overwhelmed by the prospect of being a thought leader, you don’t need to worry about writing a full length article and sharing it to Threads all the time. As the app is more focused on sparking and developing conversations, Huang adds that “you can regularly post insightful knowledge, tips, and thought-provoking ideas related to your expertise.”
- Second, engage with the Threads community
“Threads allow for direct interactions with followers, so it’s essential to engage with your audience regularly. Respond to comments, answer questions, and acknowledge feedback. Building meaningful connections with your followers will not only enhance your brand but also foster a loyal and engaged community.”
- Third, showcase behind-the-scenes
“Personal branding is not just about showcasing professional accomplishments; it’s also about letting your personality shine through. Use Threads to give your audience a glimpse of your day-to-day work life, projects you’re passionate about, or even your hobbies. This humanizes your brand and helps your audience connect with you on a personal level.”
- Next, collaborate and network
“Threads allow you to collaborate with other users or influencers,” Huang continues. “Leveraging this feature can help you expand your network and reach new audiences. By collaborating with other professionals in your industry, you can tap into their follower base and gain exposure, further strengthening your personal brand.”
Don’t be afraid to experiment and see what works for you
Finally, Teresha Aird encourages professionals to not be afraid to experiment.
“As with any new platform, we’re in a ‘test, learn, and iterate’ phase. Use this time, while everyone is new to the platform, to find what works best for your particular brand. Just as we’ve learned from the experiences of our many start-up tenants, the path to success often involves taking calculated risks and embracing unexpected opportunities.”
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