Threads: Storytelling, Content Formats and -Tonality – Interview with Lena Hofmayr from SPiNNWERK

Threads is barely more than a year old, but already has around 175 million users and counting. This means the short messaging service is slowly catching up with X.

However, the popularity of the platform is not the only reason why more and more brands are active on Threads. They also benefit from advantages such as a high organic reach and a more relaxed atmosphere than in Elon Musk’s network.

Lena Hofmayr and her colleagues from the Viennese digital lead agency SPiNNWERK have been on Threads from the very beginning. We asked the social media manager how the platform has changed since its early days, what sets it apart from other social media networks, and how companies can use Threads successfully.

Swat.io: You probably remember the start of Threads quite well. What was your first impression of the platform and how has it developed since the early days?

Lena Hofmayr: In the beginning, there was a lot of hype around Threads. As an early adapter, we were active on the platform with a large company right at the beginning. The atmosphere was very adventurous, positive, and full of energy. There was a kind of spirit of optimism in the air. Because many users tried out and used threads directly through their presence on Instagram, there was a lot of interaction right from the start.

A much-discussed question at the time was whether Threads could replace X. It is now clear that this is not the case. The target group, usage, and content of X and Threads differ significantly.

Swat.io: Threads is characterized by several unique selling points. How would you classify the platform compared to other networks and what special features are important for companies?

Lena Hofmayr: In commercial terms, Threads is not yet where the other platforms are. For example, it is not yet possible to place advertisements, and there is still little reliable information on the number and demographics of users, apart from their own accounts.

Threads has developed into a light-hearted platform – with lots of memes and relatable content designed to engage users: Anecdotes from everyday life, tips & tricks, curiosities, and lots of news. The main topics are entertainment and food.

However, Instagram creators find Threads a place to exchange ideas with followers more quickly and directly.

Threads recently shared insights on trends on the platform: https://about.instagram.com/blog/announcements/a-look-at-trends-in-text-based-sharing/

Based on the topic tags that can be placed, these 5 topics are the most popular of the last 5 months. 

• PhotographyThreads
• BookThreads
• GymThreads
• ArtThreads
• TTPD (The Tortured Poets Department)

Swat.io: Speaking of content and trends: In your experience, how does storytelling work on threads?

Lena Hofmayr: We see that interactive content and content that users can identify with performs particularly well on threads. Users are on threads to express themselves and should be given this opportunity. Memes, news and interactions with other brands are also always well received.

Swat.io: Are there specific content formats or general best practices that can be used to motivate thread users to interact more?

Lena Hofmayr: Photos, text-only posts and polls are top performers. You can also use the topic tags as a guide and pick up on topics from the relevant areas if they match your brand. It is important to keep an eye on trends. For example, one trend has been to use threads with text-only posts as a kind of diary.

Threads itself states that 63% of all posts on the platform are text-only.

One in four posts has images.

Swat.io: Tonality and brand identity are very important on Threads. What tips do you have for companies that want to find their voice on Threads, and how does this differ from other social media networks?

Lena Hofmayr: Don’t masquerade! You can show a different side of yourself on threads, a funnier or more playful one, but only if it really exists and you don’t have to portray something that you are not as a brand. Stay true to yourself and do what you should ideally do on all platforms: Don’t just be there to be there, be there because you can and want to contribute.

Swat.io: Hopefully some of our readers are now motivated to get started with their business on Threads. What do you recommend for the start?

Lena Hofmayr: See my last answer. It’s also important to have a strategy for Threads. Be consistent and stay on the ball, post regularly and involve your community. It has recently become possible to view insights into the followers of your own threads account. Keep an eye on this and adjust content accordingly.

About Lena Hofmayr
Lena Hofmayr has been working in social media marketing for more than 14 years, since 2013 as part of SPiNNWERK. As Head of Social Media, she advises clients in the areas of social media and influencer marketing. She also passes on her knowledge as a lecturer at the Advertising Academy in Vienna. There she teaches on the Social Media Management diploma course.

About SPiNNWERK
SPiNNWERK is a digital lead agency in Vienna, where creatives, marketers and web developers work together under one roof. As one of Austria’s top social media agencies, SPiNNWERK offers companies tailored support, from developing a strategy to creating content and developing and implementing influencer marketing campaigns. The focus is always on the respective company goals.