With its recent surge in popularity and unique approach to content distribution, the platform is attracting major news outlets and reshaping how media organizations connect with their audiences.
While major players like OpenAI's ChatGPT and Google's Gemini chose to sit out election coverage, Perplexity took a calculated risk that paid off handsomely.
As people start to pull back from their screens, marketers must now face the challenge of keeping engagement high in an environment where users are tuning out.
How News Organizations Can Take Advantage of Threads
While most publications are using Threads as an extension of their Instagram accounts, by providing readers with an opportunity to engage with Threads, they can open the door to greater communication and customer satisfaction.
The advantage of interconnectivity between platforms on Threads for newsrooms is one of several, but the opportunity of reaching new audiences using soft news, and a human-interest angle, have largely been ignored.
While Threads has been touted as a text-based platform due to its increased allowance of 500 characters, networks should not necessarily aim for more text-based posts with fewer visuals.
The Washington Post has just under a million followers on Threads, compared to their Instagram account of 6.7 million with no plans to alter their strategy on the new platform. They have, however, been testing the waters with breaking news, gaming, and lighthearted content in spite of much advice against it.
However, senior editor of Texas Monthly, Amanda O’Donnell, plans to take advantage of Thread’s “friendlier-tone” with the chance to be set-apart from Instagram and other platforms.
But the question is how?
If Threads is, “a smaller but mirrored reflection of our IG followers,” according to O’Donnell, why would readers head over to the new app?
That is exactly what editors are asking.
The consensus seems to be that Threads is “not suited for breaking news” due to the algorithms which control the feed. This is where feedback enters the conversation.
News organizations, such as the aforementioned Texas Monthly, are seeking answers from their audience by polling their interests asking whether their next thread should be about “some good news, true crime, or something BBQ.”
Directly following the post is a thread with an eye-catching colored photo of Hill BBQ, which could quite possibly be the most authentic barbecue in the state of Texas.
With a quirky approach to news, luring reader’s with a distinctive voice, Texas Monthly is certainly aiming to set themselves apart from other digital publications. By adding a human-interest angle and linking their audience with physical locations such as restaurants, culture, and travel, they are achieving their goal of “using the platform to connect with readers.”
While most publications are using Threads as an extension of their Instagram accounts, by providing readers with an opportunity to engage with Threads, they can open the door to greater communication and customer satisfaction.
VICE news has been using the platform to “experiment with different tones of voice when it comes to storytelling,” to humanize the VICE brand.
VICE’s chief digital officer, Cory Haik, admits that they use social media to increase audience engagement and build their brand, while keeping posts, “lighthearted.” The majority of their content uses video and moving still shots to engage viewers.
When deciding whether your aim is to capture your audience’s attention with images or text, what’s more important is the level of engagement and attention to feedback when testing out newcomer on the block, Threads. If more news organizations get on board with this mindset, Threads could live up to its vision of becoming the next digital town square.
Freelance writer, working in multiple capacities including, but not limited to: content writing, social media management, creative, multimedia, and technical writing.
With its recent surge in popularity and unique approach to content distribution, the platform is attracting major news outlets and reshaping how media organizations connect with their audiences.
As people start to pull back from their screens, marketers must now face the challenge of keeping engagement high in an environment where users are tuning out.
This new communication style is changing how users interact with the app, helping creators build stronger connections with their viewers or in brand messages.
