Meta’s Threads platform, launched as an alternative to Twitter in 2023, initially gained users by offering a space for meaningful conversations. But as the platform’s user base expanded, a familiar issue emerged—engagement bait. Posts designed to stir controversy and provoke reactions began to dominate, pushing aside thoughtful content.
Adam Mosseri, head of Instagram, recently acknowledged the problem, highlighting the need for change. For digital marketers, this signals a shift toward authentic engagement.
What is Engagement Bait?
Engagement bait refers to posts created solely to trigger emotional reactions and boost interaction numbers. These posts often ask users to like, comment, or share without offering valuable content. While they can temporarily increase a post’s visibility, they usually harm the overall user experience and the platform’s content quality.
The Challenge for Threads
Threads’ rapid growth has led to an increase in engagement bait. This type of content can degrade the platform’s conversations and threaten its long-term sustainability. However, that Instagram has recognized this as a problem does go to show their commitment to making the platform better.
New Opportunities for Digital Marketers
This shift presents a challenge, but also an opportunity for marketers to develop better strategies. Rather than relying on short-term tactics, marketers can focus on genuine engagement and community building.
Here are some effective strategies for promoting brands on Threads:
- Create Value with Your Content: First and foremost, let whatever you post provide some value to the viewer. It could be insights or behind-the-scenes moments, or even an update in your industry that your followers would either find interesting or care about.
- Join trending conversations: Have real-time discussions about your brand. Offer expertise or unique insights to stand out.
- Influencer Collaboration: Collaborate with influencers whose character is in line with the brand. Ensure promotions are natural and add value to your audience.
- Use Threads’ Features: Take advantage of its Instagram integration for cross-platform campaigns. This can help drive engagement more organically.
- Encourage Employee Advocacy: Empower your employees to share brand content. Their involvement can give your brand a more authentic voice.
- Create a Thread Series: Develop a series of posts around a specific topic. This can help keep your audience engaged and encourage them to follow along.
- Host Q&A Sessions: Run live Q&A sessions to address customer questions and highlight your brand’s expertise.
- Share User-Generated Content: Share any content taken by your followers since it helps build a sense of community.
- Offer Exclusive Updates: Use Threads to share news or updates before announcing them elsewhere. This gives users a reason to stay connected with your brand.
- Build a Community: Focus on building long-term relationships by engaging with your audience, responding to comments, and encouraging discussions.
Shifting Strategies
As Threads adjusts its algorithms to reduce engagement bait, marketers must adapt. Instead of focusing on superficial metrics, prioritize building lasting relationships with your audience. Consistently providing value and participating in meaningful conversations can improve visibility and lead to organic growth.
This shift toward more authentic content is part of a larger trend across social media. Marketers who embrace it will position their brands as trustworthy and influential within their industries.