Threads, Instagram’s new text-based social app, has taken the beauty industry by storm. Reaching 100 million users faster than any app in history, Threads leverages Instagram integration for quick growth.
For beauty brands, some key insights emerge:
– Easy scaling through Instagram signup
– Appeals to brands already invested in Instagram
– Seamless sharing between Threads and Instagram
– Text conversations fill a gap beyond Instagram comments
– Cheaper, faster text content creation
– But user base is visually-focused Instagram users
– Achieving diverse conversations could be challenging
– Participation inequality likely (90-9-1 rule)
– Moderating misinformation may prove difficult
– User numbers differ from active usage
While the future business model is unclear, Threads offers beauty brands a new way to conversationally engage their communities. But thriving on this text-based platform will require adjusting approaches to utilize the strengths of text communication versus visuals.