Launched on 5 July, Meta’s new app, Threads, is causing quite a stir.
According to various news reports, there were more than 100 million users on Threads as of 10 July, and the number continues to grow.With a feed that looks more like Twitter than Instagram or Facebook (Meta’s other social media platforms), the app is currently more text-focused.
Because of its newness, it serves as a welcome respite for users who deplore the negativity of Twitter and/or the overtly promotional aspects of Instagram.Hashtags do not currently work on the app, but discoverability is one of the new platform’s key benefits (more on this later).
Threads’ easy onboarding also helps, offering a low barrier to entry as much of the process is automated and linked to your existing Instagram and/or Facebook account(s).We were tempted by the excitement and both signed up for Threads within the first 48 hours of its launch. We also did some research and spoke to some experts about how this new platform could benefit our beloved fine jewellery industry.
Experts agree jewellers should join Threads now
Given the early stage of the app’s development, some jewellers are taking a wait-and-see approach until we know more about how users communicate on Threads. However, the experts we spoke to agree that now is the time to join.We recommend setting up your account to protect your unique handle, much like taking ownership of a website URL before someone else does.
According to Bebe Bakhshi, jewellery influencer and founder of Champagne Gem, “Your presence on Threads is better than your absence. This app can evolve quickly and it’s best to jump on this moving train of random thoughts, serious discussions and personal moments now rather than later.
And don’t worry about having a strategy at this stage.
According to social media management platform Later.com, “Downloading the app to discover what’s in store is the first step. At this stage, it’s all about being an early adopter, scrolling and getting to know the interface… Don’t stress about having an Instagram Threads strategy just yet.”
One of the biggest benefits of the new app is the ease with which your followers can find you. Even widely followed jewellery influencers like Bakhshi were relieved by this.
“The ability for your followers to easily find you was a key factor for me. I personally struggled with this when I joined Twitter in 2009 and more recently when I joined TikTok in 2021. This was a huge bonus for me, and I’m sure it can make jewellery brands feel much more confident about moving to another app and not having to start their follower base from scratch.”
Authenticity & positivity
Another reason Threads is gaining traction is that it is perceived as a less ‘toxic’ environment, at least for now. It is quite refreshing to scroll through and find both humour and thought-provoking questions, as well as a sense of experimentation in this new virtual playground.
As you get started, keep your interactions positive and, most importantly, be authentic rather than promotional.Shea Curry, CEO and founder of social media agency Catch Social, explained the need for authenticity.”What sets Threads apart from other social media platforms is its emphasis on genuine connection, rather than overtly promoting products or services (at least for now),” says Curry.
Rather than simply showing off your ring and pushing its features, Threads encourages real engagement with followers and potential followers in an organic way. It provides a space for conversation, sharing relatable content, exchanging witty comments or even asking thought-provoking questions to spark discussion. While you can relate the content to your product or service, it should feel natural and less like a sales pitch”.
Bakhshi agrees, saying, “I think the relaxed atmosphere of Threads can create a more intimate connection with your followers. You can take them on a personal and raw journey to reconnect them with your brand.
“Starting discussions about designs, asking for their opinions or talking about the ‘behind the scenes’ steps of creating a piece, or highlighting your people, location and/or work environment are all fascinating ways to find new followers.”
We recommend using images whenever possible, as beautiful images of fine jewellery are always eye-catching. Just avoid advertising language; instead, use the images to entertain or educate.
Remember to be positive. As Threads is still new and fresh, maintain the “happy place” vibe with humour and/or goodwill.Play nice in the sandbox and keep your content light-hearted whenever possible.
Reaching Gen Z
In recent years, we have heard many jewellers bemoan the difficulty of reaching younger consumer segments such as Gen Z.A pleasant surprise at this early stage of Threads is that members of Gen Z are proving to be early adopters.Having a non-toxic, non-promotional, educational Threads account could be a relatively easy and cost-effective way to attract more followers from this demographic.Fohr, a highly regarded influencer marketing agency, reports that even influencers are using the new platform to reach Gen Z.
“Some creators say that compared to Twitter, where the majority of the audience is not Gen Z, Threads helps them reach the Gen Z audience in a text-based way… What sets Threads apart is its seamless integration with one’s Instagram profile, which serves as a strong deterrent to hiding behind a screen and spreading hateful or offensive remarks.”
For Gen Z, the aforementioned focus on authenticity is even more critical. Given their constant access to information at their fingertips, education could be a fun way for jewellers to engage with or find new Gen Z followers.
Curry said, “A jeweller or retailer could engage customers by asking, ‘Do you know the difference between an emerald and a brilliant cut? Inquiring minds want to know. They could accompany the question with a side-by-side image to start a conversation.
“However,” she adds, “it’s important to spend time commenting and responding to other people’s threads, rather than just posting and walking away.
Other text-based ideas include asking questions such as “What’s most important when buying a new piece of fine jewellery, design, price, materials or creator/designer/brand?”
Jewellers could also engage Threads users about the latest fashion or jewellery trends by asking what their favourite new jewellery trend is, or what jewellery they like to wear with their favourite white tank tops, since white tanks are all over the runways for Autumn/Winter 2023-24.
You could also ask something like, “What do you think of the ‘quiet luxury’ trend – yes or no?”
Key takeaways
Here are some final thoughts on joining Threads. Firstly, there is no need to hesitate. Join now. Explore and have fun. Before you post too much, listen to what your followers are responding to.
Bakhshi says, “I think the most important thing for me is to start a dialogue where everyone can weigh in and express their opinions. This is how we shape and connect a community of jewellery enthusiasts, designers and retailers by sharing ideas.”
And Curry said, “Be authentic without sounding too promotional. Share relatable content, even if it’s not jewellery related. Don’t be afraid to use humour. Ask questions to start conversations. And most importantly, actively engage with others!”
