Social media for charities 101: Threads

It’s still too early to have a deep understanding of who’s using Threads or how they’re using it. But let’s look at what we do know to help you decide whether to test Threads at your charity.

 

Threads is owned and operated by Instagram which has led to a very interesting launch and early growth phase. There are two things to be aware of: firstly, it’s being taken seriously and people are joining in their millions. Secondly, because it’s only possible to access Threads with an Instagram account, we can make a few early assumptions about who is using the platform. 

 

 

Is your audience on Threads?

 

Before jumping on the Threads bandwagon, it’s crucial to determine if your target audience is active on the platform. Here are some factors to consider:

 

Threads users must have an Instagram account to access the platform. If Instagram is already an essential part of your charity’s social media strategy, there’s a good chance your audience is using Threads.

 

Threads’ primary user base is likely to reflect Instagram’s: individuals aged 18-34, mainly Millennials and Gen Z, located in North America, Europe, or Asia. If your charity targets this demographic, Threads could be a valuable addition to your social media efforts.

 

If your charity collaborates with influencers on Instagram, it’s worth checking if they are active on Threads and getting good engagement with their content. If they are, that’s another clue that your audience is active on Threads too.

 

You can also use the search function on Threads to identify accounts talking about the issues your charity works on. A good number of relevant accounts could indicate a potential audience for your content.

 

 

What purpose would using Threads help you achieve?

 

Understanding Threads’ features and purpose will help you set clear goals and expectations for your charity’s presence on the platform.

 

 

A public square

 

Unlike Instagram, Threads is designed to be more of an open forum, similar to Twitter. It allows your charity to participate in relevant public conversations on current affairs with people beyond your existing following.

 

 

Twitter alternative

 

As Twitter (or X) faces significant challenges since Elon Musk’s takeover in October 2022, Threads could become the platform where charities have the opportunity to attract the attention of journalists and policymakers – with an emphasis on “could”!

 

 

Soft news

 

While Threads is a public square, according to Head of Instagram, Adam Mosseri, it’s not meant for hard news. Instead, it provides charities an opportunity to have public conversations from a “soft news” or topical perspective.

 

 

Content: what works on Threads

 

Threads is a text-based platform, but there are opportunities beyond single text-based posts that could be worth exploring in an experimental content strategy.

 

 

New content

 

Share your latest blogs, podcasts, website updates, and other content to keep your audience informed and engaged. Although social algorithms are generally designed to keep people on the platform, unlike Instagram it is possible to share links in a Threads post. Threads is much more likely to help drive traffic to your charity’s website.

 

 

News commentary

 

You can add value to relevant news headlines by adding your organization’s expert view and giving breadth and depth to the topic. Keep the framing positive to encourage constructive conversations.

 

 

Threads

 

Threads is called Threads for a reason! Create a thread of posts to tell stories of the people your charity serves, explain campaign or issue history, and answer frequently asked questions while providing links to your website or other relevant organizations.

 

 

Quotes

 

Hark back to the old days of Instagram when inspiring quotes were everywhere. Is it possible that they are making a comeback on Threads as people get nostalgic for when Insta was more image-led? If you want to create this kind of content for your charity, why not capture quotes from experts in your team or some of the people in your community?

 

 

Images and videos

 

While Threads is text-focused, it provides ample screen real estate for images and videos. Experiment with sharing visually appealing content to enhance engagement. Mixing in images and videos with links in threads is a super-engaging way to inspire and educate in different ways.

 

 

Playfulness and humor

 

Brands using Threads effectively are regularly sharing funny or playful content. It can be difficult to be straight-down-the-line funny when you’re communicating about a serious social issue, but it is possible to be lighthearted in your approach.

 

Threads offers an interesting opportunity for charities to engage both with their core target audiences and in public conversations on current issues. By identifying whether your audience is active on the platform, setting clear goals, and experimenting with engaging content types, you can test whether Threads is a helpful addition to your social media presence.