The mass migration from Twitter to Threads has raised concerns among digital experts about jumping on the Threads bandwagon.
JDR Group, a UK marketing agency, businesses that fall to the allure of Meta’s latest web platform without sufficient planning risk losing valuable time and derailing their sales initiatives.
Group director Will Williamson said that companies that rely on traditional social networks should resist the urge to join the stampede for the time being.
He said that Threads obviously has potential and there are advantages to jumping on board early, not just because it is easier to develop followers and participate in the early days before the site’s algorithm begins to prioritise advertisements.
However, Williamson emphasised that there is also the risk that it will not be compatible with their business needs or will not be used by their target consumers.
Williamson pointed out that experts – including Meta with its failed Horizons World VR project – have been wrong about the next best thing. According to him, the next online sensation may come from China, with a new app called Lemon8 waiting in the wings and steadily growing its own following.
Williamson explained that every time a new social media platform launches, there is always a sense of panic, with everyone wondering if they should get involved and what might happen to their business if they don’t.
There’s no doubt Threads has made a significant impact and has enormous potential, he stressed, but emphasised that we all recall earlier social media platforms that received much attention but never delivered on their promise, such as Google Plus, which many people anticipated would be the next big thing.
Acknowledging that companies want to gain any advantage, Williamson encouraged them to be cautious and research before getting involved.
Williamson said that social media engagement takes time and investment, and every minute and pound you spend on it is precious and so we wouldn’t advise opening an account on Threads until there is certainty about whether it’s right for your business.”
