Crafting Conversations: Threads, X, and the World of Text-Based Platforms

We’ve seen the rise of vertical video, but now, new text-based platforms are entering the social media conversation. From X to Threads (and yes, TikTok, even), your brand’s social media mix should be evolving.  

X’s Trajectory and Elon’s Goals

X (as we all previously knew it, Twitter) has become the topic of conversation amongst businesses, marketers and users. For over two decades, Elon Musk has been pitching and shaping his idea for an all-inclusive, versatile app that essentially combines the signature features of Twitter, Substack, YouTube, PayPal, Amazon, TikTok, WeChat and Baidu all into one platform — often referred to as “the everything app.”

The recent rebranding of Twitter paired with Musk’s vision for X as a whole, has become a conversation for digital marketers everywhere. What is the potential user base and reach of an “everything app?” And, more importantly, what are the implications for your brand’s strategy? Civic Science data reveals intriguing insights into the audience most inclined to embrace X’s current rebranding and future features:

1. Gender Divide: 50% of daily male users expressed strong interest in the new X branding, compared to 26% of their female counterparts.
2. Banking Integration: X’s future inclusion of banking features makes it an attractive option for individuals interested in switching banks. An estimated 23% of U.S. adults are considering switching banks in the near future and 18% of X users are interested in using X’s banking services.
3. Elon Musk’s Influence: Elon Musk has a profound influence over embracing X’s rebranding, with 80% of users expressing keen interest in the rebranding due to Musk’s association.

While your present Twitter/X strategy might not need immediate adjustments, as X evolves into a larger, more intricate platform, strategic realignments to your current strategy may become imperative.

Text-Based App Disruptors: Big Names

Meta, the parent company of Facebook, recently introduced “Threads,” a text-based platform, very similar to Twitter/X, designed to streamline online conversations. This move signifies a shift towards fostering more thoughtful and focused interactions compared to the overwhelming nature of traditional social media feeds full of photos, videos, graphics and more. From what we’ve learned and experienced on Threads, though similar to X, it still has a lot of work to be done. Users are requesting additional features such as hashtags and direct messaging, while advertisers are looking for ads and sponsored posts. Though Threads quickly became the world’s fastest app to reach 100 million sign-ups, this massive growth in users quickly declined after the initial launch as active users dropped by 75%.

Similarly, TikTok soft-launched a similar concept of text-only posts in order to diversify its content and user experience beyond just short-form vertical videos. This style of content has primarily been used on TikTok Stories, rather than in-feed posts, however, this may continue to grow as we see more text-based content across all platforms. 

Smaller Players and the Shift Towards Decentralization:

Beyond the giants like Meta and TikTok, smaller players in the tech industry such as Lens Protocol, Mastodon and Bluesky are paving the way for a shift towards decentralized text-based platforms. Decentralized platforms are like any other social media app but differ from traditional platforms in that they’re built using blockchain technology, a major driver of the next iteration of the internet, often called Web3. These platforms prioritize user privacy, data ownership and content control, addressing growing concerns about centralized social media platforms. The shift towards decentralization is indicative of a broader trend in the tech world, emphasizing user empowerment and autonomy.

Our Takeaways & How to Use X, Threads, etc. for Your Business:

As text-based platforms evolve, it’s essential for businesses to adapt and harness their potential. Utilizing platforms like X and Threads for marketing and customer engagement can yield significant benefits such as communicating directly with their audience, sharing updates and providing personalized experiences, which fosters a stronger community. 

New platforms can be nerve-wracking and you may be wondering how to use the platform for your business. Here are some basic ways to get started on text-based platforms to build a community. 

1. Engage Authentically: Use X, Threads, and other text-based platforms to engage in authentic conversations with your audience. These types of platforms are very community-based, so you want to build a close-knit relationship with your audience. Share personal stories, humor, trends, respond to customer inquiries and participate in relevant discussions among your followers.
2. Content Marketing: Create concise and impactful content that resonates with your target audience. Threads, focusing on thoughtful conversations, can be an excellent platform for sharing valuable insights and expertise. 
3. Promotions and Campaigns: Launch promotional campaigns on these platforms to generate buzz and drive user engagement. Encourage user-generated content, ask questions, and leverage contests to foster a sense of community and conversation.
4. Customer Support: Offer prompt customer support through these platforms. Addressing customer concerns and inquiries in real time can enhance your brand’s reputation and customer satisfaction.
5. Develop a Platform-Specific Strategy: Though your audience on each platform will differ, oftentimes, your biggest fans will follow your business on each platform. Create a different strategy for each platform. Users who see the exact same content on each platform are less likely to engage.

The Future of Text-Based Platforms: A Glimpse Ahead

As we all know, social media platforms continue to surprise us in many ways and are ever-evolving. The future of text-based platforms is exciting and promising. As technology continues to change and improve, we can expect even more innovative features and functionalities. With new technologies like virtual reality or artificial intelligence, the way we communicate and engage online is completely changing.

Navigating Social Media

The dynamic world of social media provides a vivid picture depicting the evolving digital landscape of today’s society. Businesses are consistently finding new avenues to connect with audiences and foster growth. By tackling new developments and technologies, you can navigate the intricacies of social media and text-based platforms to bring in a brighter future for your brand. Don’t hesitate to reach out to us to start your strategy.