{"id":5866,"date":"2023-07-20T06:55:37","date_gmt":"2023-07-20T06:55:37","guid":{"rendered":"https:\/\/mysourcefunding.com\/startups\/threads-is-the-new-cool-hangout-for-brands\/"},"modified":"2023-07-20T06:55:38","modified_gmt":"2023-07-20T06:55:38","slug":"threads-is-the-new-cool-hangout-for-brands","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=5866","title":{"rendered":"Threads Is the New Cool Hangout\u2014for Brands"},"content":{"rendered":"<div>\n<p><span class=\"lead-in-text-callout\">When prebiotic soda<\/span> brand Olipop joined Threads, it didn\u2019t post about the flavors it comes in or its claimed nutritional benefits. \u201cCan u guys pls engage with this thread so my boss tells me he\u2019s proud of me,\u201d Olipop wrote in an early post. \u201cI\u2019m proud of you Oli,\u201d TGI Fridays posted back. \u201cThanks dad &lt;3,\u201d Olipop said.<\/p>\n<p class=\"paywall\">This is the \u201ccasual, conversational, and unfiltered\u201d approach Olipop\u2019s social media team is using on Threads, says Sara Crane, a content strategist at Olipop. The soda company is testing Meta\u2019s new platform by posting about \u201crelevant cultural moments\u201d rather than directly advertising. In doing so, it\u2019s trying to strike a chord with the millions of people who have joined Threads since it launched on July 5. And Crane believes it\u2019s working: Olipop now has 20,000 followers on Threads. Like with other social network debuts, \u201cevery social media manager is scrambling,\u201d Crane says. \u201cAs time goes on, brands that are going to see long-term success are going to read the room, and speak the Threads language.\u201d<\/p>\n<p class=\"paywall\">And on Threads, the language is friendly, trendy internet slang\u2014with a side of self-promotion and brand-on-brand chatter. It\u2019s a tone that clashes with the snark and cynicism that made Twitter fun\u2014but it\u2019s also a relief from some of the toxicity and hate speech on the bird app that left people, and advertisers, jaded.<\/p>\n<p class=\"paywall\">One of the weirdest things about Threads is that it\u2019s being built backward. Most social networks grow organically; people find them and build communities, then the brands arrive. But Threads launched with many brands and influencers at the ready. That\u2019s given Threads a strange vibe. When people signed up, they were greeted by a feed populated by Netflix, Spotify, and other big names. The brands have gotten off to a good start\u2014Website Planet, a web development company, looked at 30 brand accounts on Threads and Twitter and found most were getting more engagement on Threads, even though they had fewer followers there.<\/p>\n<p class=\"paywall\">The procession of brands on Threads isn\u2019t being driven by an eagerness to find a solid Twitter alternative, but rather a rush to follow consumer eyeballs. \u201cI don\u2019t see it so much as brands are looking for a microblogging platform, but if their audience is, they want to be there too,\u201d says Jen Jones, chief marketing officer for Commercetools, a digital commerce platform.<\/p>\n<p class=\"paywall\">Threads\u2019 early days included a lot of brands, celebrities, and influencers doing mic checks. And as brands experiment, there have been some odd interactions. Pizza Hut posted and deleted a Thread that contained a confusing and sexual meme about pizza crust. Pizza Hut did not respond to a request for comment.<\/p>\n<p class=\"paywall\">Brands have tested the service with quippy jokes and memes. But there are tired posts, like \u201ci am a cinnamon roll,\u201d from Cinnabon. Crumbl Cookies, which has 263,000 followers, posted, simply, \u201chey,\u201d followed by hundreds of cookie emojis. Wendy\u2019s tried out memes and poked fun at Twitter, racking up 265,000 followers. All of this may be good and well for brands (Pizza Hut faux pas aside), but it\u2019s not the kind of content that will keep people coming back to the app.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.wired.com\/story\/threads-app-meta-brands\/\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When prebiotic soda brand Olipop joined Threads, it didn\u2019t post about the flavors it comes in or its claimed nutritional benefits. \u201cCan u guys pls engage with this thread so my boss tells me he\u2019s proud of me,\u201d Olipop wrote in an early post. \u201cI\u2019m proud of you Oli,\u201d TGI Fridays posted back. \u201cThanks dad [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5867,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[77],"tags":[],"class_list":{"0":"post-5866","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-startups"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Threads Is the New Cool Hangout\u2014for Brands | Brandiary<\/title>\n<meta name=\"description\" content=\"When prebiotic soda brand Olipop joined Threads, it didn\u2019t post about the flavors it comes in or its claimed nutritional benefits. \u201cCan u guys pls engage\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=5866\" \/>\n<meta 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