Times could be changing in the B2B social media landscape: the negative publicity that followed Elon Musk’s acquisition of Twitter has been followed by the launch of Threads, a new micro-blogging app that’s set to challenge the blue bird’s supremacy! Whilst LinkedIn is still arguably the most useful B2B social media platform across many industries, the launch of Threads could bring new opportunities.

Threads, the latest online territory in Mark Zuckerberg’s Meta empire, launched earlier this month, paving the way for a potential shake-up at the expense of Twitter, as the two rival apps vie for our attention.

But to quote a particularly devious Game of Thrones character, “chaos is a ladder”, and if you can overlook both apps being owned by two famously unlikeable people, Threads could spell the start of an exciting new B2B platform for your brand.

So what are the pros and cons of each app, and how can you best use them to unlock the greatest benefits for your B2B business?

The case for Threads

Despite sharing its name with the terrifying 1980s film depicting what would happen if the UK was plunged into nuclear apocalypse, plenty of people already seem to like Threads. Threads head honcho Adam Mossieri says over 100 million accounts signed up within the first five days, and with the backing of Meta, there is a huge existing user base from Facebook and Instagram ready to be shipped over.

Getting in on the Threads gold rush early could give your brand a huge springboard if it becomes people’s go-to app, and although it may not yield instant results, dedicating some time to building a Threads following is an investment with the potential for a big payoff.

There are also several details that make Threads seem preferable to Twitter. First of all, Threads users can create posts of up to 500 characters compared to Twitter’s measly 280, and although it’s a primarily text-based app, it has a vibe more akin to Instagram than Twitter, with Meta describing Threads as a “positive and creative space” in its launch announcement.

This allows room for brands to express themselves more freely and better connect with their audience, with Threads also currently displaying less of the constant political bickering that has made Twitter an increasingly toxic environment. Getting ‘cancelled’ is any brand’s worst nightmare, and it seems like Threads is making a point to steer clear of this sort of rhetoric.

So far, Threads has also managed to fend off the army of bots that is currently plaguing Twitter, allowing for a more user-friendly experience. With aims to grow its user base before focusing on profits, there is also currently no advertising on Threads, although this could actually be seen as a negative if your brand is hoping to utilise paid promotions.

The case for Twitter

Although there are advantages that come with Threads still being in its infancy, there are also drawbacks that point to Twitter remaining on top for now.

Threads still lacks some common features that users of other apps take for granted, including direct messaging, which could be an obstacle when it comes to connecting with your audience or other brands. Additionally, there is currently no full desktop app for Threads, meaning you’ll have to use it on your phone or not at all – annoying from a business perspective.

Threads has also been billed as a companion app for Instagram, meaning you need to have an Instagram app to sign up for Threads, and if you don’t like Threads, you can’t delete it without also deleting your Instagram account. Sneaky!

Of course, there is no getting around the fact that despite its raft of problems, Twitter is still the larger and more established platform. Although its influence may be dwindling, brands will continue to reach a larger audience on Twitter, especially if they’ve spent years working to grow their profiles. Switching to Threads, therefore, may feel too much like starting from scratch.

The case for both… or neither

To paraphrase that age-old saying, if you throw enough tweets at the wall, some of them are bound to stick. For this reason, smart brands will already be transitioning into keeping their profiles active on both Twitter and Threads, and biding their time to see whether either platform establishes dominance.

It seems wise then, to keep your brand ticking over on both platforms if your time and budget allow for it, before adjusting your strategy accordingly if either app begins to lose its mojo.

Despite all of the buzz around both apps, it’s important to put what’s best for your brand first. If you know you can connect with your audience more effectively in different ways, you could also simply ignore Twitter and Threads!

Final thoughts

It seems to be a case of ‘sew far, sew good’ for Threads, but it’s important to remember that the app is still only a matter of weeks old, while Twitter has now been going strong for some 17 years – time flies!

Although there is always the risk of Threads being just another social media flash in the pan (Vine, anyone?), there’s no harm in trying it out and seeing how compatible it is with your brand. See Twitter as your safe, long-term bet, while you steadily build up your Threads profile as a slightly riskier option with the potential for greater rewards in the future.

How are you planning on balancing Twitter and Threads for your brand? Looking for advice on your B2B social media strategy? Embrace Marketing has a wide range of expertise growing B2B brands and target audience relationships on social media. Email hello@weareembrace.com for an initial chat to discuss the best strategy for your business.

This latest thinking article was written by:

Jack Lenton
Senior Content Executive