Suppose you are a Threads user who wants to make waves on Meta’s burgeoning social media platform, boasting over 200 million users. In that case, you’d know by now that the recipe was simple: cook up a contentious question, watch the outrage simmer, and ride the wave of heated responses to viral stardom. Launched as a Twitter alternative in the summer of 2023, Threads promised a reprieve from the engagement-bait tactics plaguing other platforms.
However, as the pursuit of user growth intensified, Threads’ algorithm began favouring posts with the most interactions—often those that stirred the pot and ruffled the most feathers. Now, as Instagram chief Adam Mosseri acknowledges the platform’s struggle with engagement bait, digital marketers find themselves at a crossroads.
The era of easy virality through provocation is waning and would likely usher in a new age of authentic engagement that demands a complete overhaul of Threads’ brand promotion strategies.
Understanding engagement bait
‘Engagement bait’ refers to content created exclusively to provoke emotions, comments, or shares, frequently at the expense of actual value or interaction. Common examples include posts that overtly invite readers to like, comment, or share and those that employ deceptive strategies to increase engagement numbers. While these tactics can momentarily increase a post’s prominence, they frequently result in a poor user experience and degrade the platform’s overall content quality.
The Impact on Threads
Threads, a text-based chat app that debuted in July 2023, immediately gained traction as an alternative to Twitter. However, the platform’s rapid expansion has presented issues, such as the proliferation of engagement bait. This issue could damage the quality of Threads’ conversations and user experience, jeopardising the platform’s long-term survival and user retention.
Instagram’s acknowledgement of the issue and commitment to resolving it demonstrates a proactive approach to content quality. This approach is consistent with broader social media management trends, in which platforms increasingly value actual participation over raw data.
Opportunities for digital marketers
While the crackdown on engagement bait may seem challenging for digital marketers, it presents an opportunity to refine strategies and focus on more sustainable, authentic engagement.
Here are several ways digital marketers can effectively use Threads to promote brands in this evolving landscape:
- Focus on value-driven content: Instead of resorting to engagement bait tactics, create content that genuinely resonates with your audience. Share insights, behind-the-scenes glimpses, or industry news your followers will find valuable.
- Leverage real-time conversations: Based on Threads’ functionality described in Meta’s official announcement, Threads’ real-time nature makes it ideal for joining trending discussions. Engage in conversations relevant to your brand, offering unique perspectives or expertise.
- Collaborate with influencers: As it works with most other social media platforms, partnering with influencers who align with your brand values for authentic promotions would work well on Threads, too. Ensure collaborations feel natural and add value to the audience.
- Utilise Threads’ features: Experiment with Threads’ unique features, such as its integration with Instagram, to create cross-platform campaigns that drive engagement organically.
- Encourage employee advocacy: Empower employees to share brand content and engage in industry discussions on Threads, expanding your reach through authentic voices.
- Create a Thread series: Develop a series of connected posts that dive deep into topics relevant to your audience, encouraging followers to engage with the entire series.
- Host Q&A sessions: Use Threads to host live Q&A sessions, addressing customer queries and showcasing your brand’s expertise and customer service.
- Share user-generated content: Encourage and share user-generated content related to your brand, fostering a sense of community and authentic engagement.
- Provide exclusive updates: Use Threads to share exclusive updates or announcements, giving followers a reason to stay engaged with your brand on the platform.
- Engage in community building: Focus on building a community around your brand by consistently engaging with followers, responding to comments, and fostering discussions.
Navigating the new landscape
Digital marketers must inevitably adapt their strategies accordingly as Threads evolves its policies to combat engagement bait. The key lies in shifting focus from short-term engagement metrics to long-term relationship building and brand loyalty. By prioritising authentic interactions and valuable content, marketers can comply with platform guidelines and build more meaningful connections with their audience.
Moreover, as Threads refines its algorithms to favour quality content over engagement bait, brands that consistently provide value will likely see improved visibility and organic growth. This shift allows marketers to establish their brands as thought leaders and trusted voices within their industries.
Threads’ crackdown on engagement bait reflects a broader trend across social media platforms towards more authentic, value-driven content. For digital marketers, this shift necessitates reevaluating strategies, focusing on creating genuine connections with audiences rather than chasing superficial engagement metrics.