Our take on Threads and how to start using it for higher ed

WHAT IT IS.

Threads, the new text-based app from Meta designed to compete with Twitter, came in hot and heavy last Wednesday as the latest social media platform in the market. In 24 hours, the app reached 30 million users, and just a few days later, that number had climbed to 100 million in record time. That’s a lot of people.

As two of those 100 million users (and as people who never quite turn their brains off), we quickly started thinking about, talking about, and analyzing how the app is taking shape — especially for voice, tone, and content expectations. After all, it’s not every day you get to watch a social platform be born. Let’s talk about what we’ve seen so far.

WHAT WE’RE NOTICING.

Tone that’s off center, but not off the rails.
Since right now Threads is primarily text based, brand voice is more important in content creation. And like usual, the tone should adjust to the channel. So far, the app’s content feels like a hybrid of other platforms: somewhere between the polish of Instagram and the casual chaos of Twitter or TikTok.

Of course, there’s a lot of variation. Not every brand can (or should) model its voice after Wendy’s or Duolingo. But we’re seeing a lot of accounts exploring content that’s more casual and relatable.

Breaking the fourth wall.
Users no longer view a brand’s social media accounts as Oz-like figures, omniscient and unreachable. Rather, they see the people behind the posts — the social media managers and teams who run these accounts. And brands are leaning in to that perspective by breaking the fourth wall and acknowledging that human element.

Abercrombie & Fitch is a great example here, with posts that are fun and casual, but still rooted in the brand’s voice and speaking directly to its target audience.

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Content that’s genuine and interactive. (Not redundant.)
Brands are playing with content themes in their unique voices, testing things out and trying to see what works. Another great account we’re watching is Anthropologie, where a few content themes are starting to emerge:

• Genuine. The brand amplifies and encourages user-generated content, highlighting real people who wear its clothes, and replying to and reposting users’ outfits.
• Interactive. Anthropologie is also rewarding engagement — offering gift cards and discount codes for those who interact with their content.
• Not redundant. Crucially, the brand doesn’t post on Threads like it does on other platforms. Anthropologie’s Instagram account focuses on new product highlights and other highly polished content. Replicating that content on Threads would feel insincere and repetitive.

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HOW IT APPLIES TO YOU.

So, what does this mean for higher ed? We’ve seen quite a few accounts showing up with humor as a starting strategy. And while we’ve been tickled by the many “thread” puns, we think humor alone isn’t going to cut it over the long term.

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Because Threads is so new, it’s currently the channel where you can talk like you can’t talk anywhere else. This probably won’t last long as norms start to develop for the platform. But with that in mind, here’s what we recommend for higher ed, based on what we see working for other brands.

Don’t post like your brand; post like the humans behind your brand.
We’re not saying that you should throw away your voice guidelines. However, it’s a good time to drop the formality and try a little fun.

Think of your brand as a person — and imagine that your website, emails, and other social accounts are that person’s workplace. Threads is not work. It’s more like the bar where you go after work to loosen up a bit. So even though you’re the same person (the same brand), what you say there is going to sound a little different.

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Don’t just post the content; post behind-the-scenes commentary about the content.
Instead of posting requirements or deadlines or financial aid forms, try posting about those things.

For example, if you’re inviting folks to schedule a campus tour, offer them insights that only staff or students would know — like the best route for avoiding the belligerent geese, the building with the best restrooms, or how much they’ll really have to walk from the parking lot.

And every once in a while, acknowledge the people behind the account. Especially nowadays, when generative AI is raising questions about content authorship, you can remind your audience that there are real people behind your posts as a way to maintain trust and connection.

Don’t replicate content from your other channels.
Remember, your audiences ported right over from Instagram, so they don’t want to see the exact thing twice. Instead, do what we said above. Post about it.

Respond and interact.
Devote at least half of your time on Threads to replying, commenting, and reposting. We have no idea how the algorithm works yet, so if users are interacting with you, keep them engaged by replying right back. Respond to all quotes, reposts, and replies.

WHAT YOU CAN DO RIGHT NOW.

Start posting!
You don’t have to create a whole new content calendar. Just stay on brand. Look at what you’re posting elsewhere, and make a post about those posts on Threads. Join trends if you see them, and post more frequently than not.

Keep accessibility in mind.
Unfortunately, Threads has not yet released alt text on images, so it’s inaccessible for certain users. If you post an image, make sure to include an alt description in your content.

Find your audiences by interacting with brands you normally wouldn’t.
We’re seeing some schools interact with brands outside of higher ed by reposting, quoting, and commenting. Think about who you might share an audience with, and engage with those brands too.

   

Have fun.
Really. It won’t be this fun forever.

WHAT TO REMEMBER.

We don’t yet really know what Threads is going to turn into. But what you do today can help you build an engaged and trusting audience. For now, we see the platform as a playground for university social media managers and student content creators to try what they can’t do elsewhere.

Consider this your permission slip, and let us know how it goes.