Threads vs. Twitter (should I stay or should I go?)

By Lisa Hirst Carnes | July 2023

The Threads and Twitter logo having a standoff.

It's no secret that Twitter has had some challenges with Elon Musk at the helm. Us ArcStonians have recounted the Twitter saga and subsequent mass exodus over the last few months. Users have fled to MastodonPostBlue Sky, and others. But now, users have another option.

Recently, Meta dropped a bombshell when it revealed its new social platform, Threads , a text-based, Twitter-like app . Threads surpassed 100 million users in the first week, making it the fastest-growing app ever.
It's been entertaining, to say the least, watching tech bros Elon Musk and Mark Zuckerburg duke it out. Could there be anything more tech bro (and bizarre) than a cage match ? Strange antics *cough, cough, marketing aside, let's look at the basics of Threads.

If you've used Twitter, Threads will look familiar, and you'll find it easy to use.

Threads is a social media platform for sharing photos and messages with friends. Sounds familiar? You can also post on your story and chat with friends in private groups or one-on-one.

According to Meta:

"Our vision with Threads is to take what Instagram does best and expand that to text, creating a positive and creative space to express your ideas. "

Posts can be up to 500 characters long and include links, photos, and videos up to 5 minutes.
Threads is an intimate space for connecting, without the distractions of prominent platforms. It aims to create meaningful connections through shared photos and messages.

Learn about our marketing strategy services.

Should I stay or should I go?

Many clients have asked our advice whether to stay on Twitter.

When considering whether or not an organization should leave Twitter, there are a few key factors to consider.

First, is your organization's presence on Twitter helping it achieve its goals? Is it helping you build relationships with potential donors or community members? If the answer is no, it may be worth considering leaving the platform.

Second, is Twitter still an effective tool for communication? Can you get your message across in a way that resonates with users? If not, then it might be best to explore other options.

Finally, what are the benefits of staying on Twitter versus leaving? Are there any advantages to staying? If so, then it may be worth staying on the platform.

When evaluating whether to leave Twitter, avoid falling prey to the sunk cost fallacy. 

The sunk cost fallacy is a cognitive bias that affects decision-making. It occurs when an individual has already invested time, money or effort into something and continues to persist, even if it is no longer beneficial. This could be due to an emotional attachment or a refusal to accept a loss.

Suppose an organization has spent time and money on a Twitter account but is no longer seeing any benefit. In that case, they may continue to invest in the platform despite it not benefitting them. This would be an example of the sunk cost fallacy at play.

It's crucial to be aware of the sunk cost fallacy and avoid falling into its trap. It may be difficult to accept that a venture has failed and take its losses. The best decision in these situations is often to cut your losses and move on. Only by doing so can an organization ensure that it uses its resources for activities that will be successful.

Deciding whether to leave Twitter is personal and should depend on your objectives.

Should my organization get on Threads?

When considering whether to invest in Threads, be objective in evaluating the potential benefits and costs . Threads is an engaging way for organizations to engage with their audience. This is a great way to increase brand awareness and build a relationship with the community.
Additionally, Threads can be an effective way to measure the success of campaigns.
If you'd like help evaluating your social strategy, or getting setup on Threads, contact us. See you on Threads!

Topics: Digital Marketing