Directly rivaling the languishing Twitter, a new social media app, Threads, has been launched. But should charities join the bandwagon?
_______________________________________________________________

There seems to be a new social media platform every couple of months: BeReal, Mastadon and now Meta's Threads. But is the new rival to Twitter worth the hype?

Since Elon Musk bought Twitter in late 2022, he has attempted to reform the platform, including the verification system, reinstating previously banned accounts and relaxing hate speech policies. These changes have driven many away from the platform, and those who have stayed (including Charity Times) have noticed a decrease in traffic, new followers and interaction, leaving many unhappy with the changes.

In fact, just this week, Musk announced a viewing limit of 600 posts for un-verified (paid-for) accounts, which seems to have been quietly dropped in the days since following backlash and complaints.

It’s the uniqueness of Twitter and its longevity that have kept many on the platform, however that could soon be about to change. On Wednesday 6 July, Threads was launched by rival Meta (the owners behind Facebook and Instagram) and has already garnered 30 million sign-ups.

The look and feel of the new platform is every similar to that of Twitter. Much like the controversial social media tool, Threads allows users to like and repost the threads, as well as comment underneath them. According to the BBC, Twitter is considering legal action, but it has been pitched by Meta as a ‘friendly alternative’.

What should charities know?

So far, it looks like the platform is just Twitter adjacent, with brands and individuals trying to make their mark early on. Among the early adopters in the charity world are the RSPCA and RSPB, with others sure to follow suit.

So if charities are thinking about signing up, what should they know?

Instagram-linked
Each Thread account is linked to an Instagram, so if your organisation doesn’t have an Instagram account it will have to make one first. As Charity Times found out, that might mean you have to alter your username slightly.

Verification
If your organisation is already verified on Instagram, that will automatically link to its Threads account. If not, it will have to go through the process. While organisations are still gaining followers, it’s probably a good idea to get verified as a way of avoiding copy-cat accounts using a brand’s name for less well-intentioned purposes.

No desktop app
Currently, the Threads app is available on mobile devices only. This may change in the future but is certainly something social media managers should be aware of as with it comes the possibility of accidentally posting to a personal account and vice versa. It also means it's not compatible with the likes of Hootsuite and mass social media posting apps (yet).

No hashtags
As the RSPCA quickly found out, unlike Twitter, if you # then it won’t let you click and take you to more threads using that same #, although Zukerberg (who owns Meta) has said it’s coming, so keep your eyes peeled.

More words
One of Twitter’s best features is that its 280 character limit means posts are essentially kept short and sweet. Threads, on the other hand, sets the limit at 500 characters, so it will be interesting to see how this changes the content brands look to post. The video length has also been increased from two minutes 20 seconds on Twitter to five minutes on Threads.

It’s a work in progress
The platform was only launched very recently. This means, as of yet, there is no ‘trending’ area and no direct messaging function, but its possible this will change. It's a good idea to sign up and secure your handle, as well as to get an idea of how it works, but it’s very possible it won’t last.

There’s no harm in giving it a go though and while you’re there don’t forget to give us a follow @CharityTimesMag.

Share Story: