Meta has been advising creators on what content they should post to Threads.
The social network reportedly provided broad guidelines on how marketers can integrate their brands into the platform in a leaked email.
The message allegedly provided creators with content suggestions, engagement ideas, feature recommendations, and specific examples of what makes a good post for inspiration.
Why we care. The Threads algorithm balances post ranking with content discovery in news feeds, with a high priority on the latter. The app has said it wants to encourage exploration by publishing posts to users beyond its network. This is a huge opportunity for brands to maximize reach and deliver their content to an untapped audience. If Threads is transparent about the type of discoverable content it will prioritize, this will help brands make more informed decisions about content ideas to ensure maximum visibility on the platform.
What did Meta say? Meta has sent an email to content creators, providing advice on what content they should post to Threads, according to a leaked email obtained by Business Insider:
Make a grand entrance. The leaked email notes that “epic posts” combine images, memes and “open-ended” questions to announce that a brand or influencer has joined Threads. Point to netflix, Gabrielle Unioni the Backstreet Boys first post as strong examples of epic entries for brands that might want some inspiration.
Engage your followers. Instagram suggested that interactive content is a great way for a brand to get noticed on Threads. Whether it’s starting conversations or creating polls, the platform seems to encourage content that produces more content. While Threads doesn’t yet have a tool for creating polls, the email said brands can, in the meantime, simply post two images and give followers the ability to choose an emoji as a way to vote.
Post a challenge or competition. Meta is also encouraging brands and influencers to create their own challenges or contests, again another example of publishing content that will result in more content. The leaked email cites “If I reach 100,000 followers, I’ll donate $100” as an example of what to do.
Use puns… and talk about Threads. Puns are apparently a good shout-out to brands and influencers, with the leaked email even citing a Meta pun as an example: “Getting ~Meta~ about being in the threads.” Meta also seems to encourage publishing on the Threads platform itself.
Explore existing Threads tools. Brands and influencers are encouraged to use Threads features that are currently available, such as the ability to share up to 10 photos in a post or five-minute video clips. While the social platform is working on adding a number of new tools, it wants users to take advantage of what’s already available to make the app more engaging.
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why now Threads is off to an impressive start with over 150 million downloads since its launch two weeks ago on July 5th. However, user engagement has begun to decline with daily active users falling from 49 million on July 7 to 23.6 million a week later, according to Similar website. With that in mind, it’s no surprise that Meta pushes content that produces more content and builds engagement to keep the momentum going.
deep dive. Read our Threads FAQ for more detailed information on how the new platform works.
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid search, paid social, retail networks and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book “Mastering In-House SEO.”
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