Threads: ‘Now’s the time for brands to test and learn’ – Pete Sayburn of Studiospace
London, September 22nd 2022: Pete Sayburn, CEO of Studiospace
Threads: Now’s the time for brands to test and learn
Users are flocking to the microblogging app Threads in their droves. But what does this mean for creators and how can marketers get an edge on the competition?
According to Pete Sayburn, CEO of agency matchmaking platform Studiospace, now is a perfect opportunity for brands to test and learn about the app while it’s still new, but there are some pitfalls to be avoided. Sayburn has drawn insights from agencies on his platform and has come away with this advice for brands:
“Lots of people are claiming to be experts in Threads but it’s early days. If someone says they are experts in this area this is simply not the case as things are changing daily.
“Currently, it feels like a vicar’s tea party. Everyone is playing nice at the moment, perhaps trying to avoid creating another negative echo chamber as some feel Twitter has become.
“There is a major advantage with Threads, and the reason it’s ballooned so fast: you can easily replicate your Instagram following so you don’t have to build an audience from scratch.
“The best strategy we’ve seen is brands testing and learning, trying different types of content and seeing what works and what doesn’t. Be agile and start experimenting and growing now, while there are no ads, and you’re likely to build an audience really quickly.
“But the key is to work with the app. Many brands are using Threads like Instagram or simply reposting their Instagram content, and this doesn’t seem to be where most engagement is.
“Some are falling down the trap of the trend of posting ‘motivational quotes’ – it’s been done and it doesn’t come across as very authentic or genuine.
“Many brands that have done very well on TikTok are doing well on Threads already. For example, Ryanair, Netflix and Aldi. These brands are posting light-hearted content, mainly memes, and also reacting in the moment.
“Others are actually using social media to be social. This is the chance to connect with your audience and have lots of conversations, as everyone is spending lots of time on this app.”
About Pete Sayburn:
Pete Sayburn is CEO of Studiospace, a matchmaking platform for senior marketers looking to hire agencies. Its clients include major brands such as Google, Jaguar Land Rover and Aviva. Studiospace was founded in January 2022 by Pete Sayburn, Gideon Hyde, Robin Scarborough, Paul Bowman and Phil Kohler.
