Tying Threads to Healthcare
Written by: Erica Nardello, VP, Digital Strategy
THREADS… you’ve probably heard about it everywhere lately, but instead of the ties that bind our clothes or weave a story together, we’re talking about the latest social media platform to hit the scene.
SO, WHAT IS THREADS?
Threads is a new text-based social app from Meta that launched to brands and individual users on Instagram in more than 100 countries in early July 2023. The mobile-only app made headlines for topping an astonishing 100 million users within a week of its launch. Founder Mark Zuckerberg said Meta won’t look to monetize Threads until it’s surpassed 1 billion users; until then, the priority will be to build community and consumer value, then determine how to add value to businesses and brands.
ERICA, THAT SOUNDS A LOT LIKE TWITTER…
Since launch, Threads has seen an onslaught of comparisons to text-based social app Twitter; similarities include the ability to post, like, repost or quote, and respond to short-form text-based posts (500 characters max) with photos and videos up to 5 minutes in length. However, the 2 platforms differ in that users cannot add hashtags to posts, search posts on the platform, view posts in feed chronologically, or send and receive direct messages.
I WORK WITH (OR FOR) A HEALTHCARE BRAND — WHAT DOES THIS MEAN FOR MY BRAND?
While Threads has already become the most quickly downloaded app ever, much remains unknown about how the app and user behavior will evolve. However, the app glimmers with promise and intrigue, prompting many brands to explore, thereby expanding their presence.
Below are some key considerations for brands in the pharmaceutical, health, and wellness space:
Your brand handles are safe. Because Threads accounts are connected with and correspond to existing Instagram accounts, those usernames are secure and cannot be claimed by others seeking to impersonate the brand. Because of this, brands and agencies do not need to rush to secure handles at this time until there is a clear, strategic need for a presence there.
Consider an organic content strategy. Without ad offerings at this time, all Threads content must be organic and available to all users. Consider strategies to engage patient, caregiver, and HCP audiences, and encourage sharing.
Engage safely and consider community management. All brands and individual users can control who can reply (anyone, only accounts you follow, or only accounts that are mentioned) and mention the account (everyone, accounts you follow, or no one). According to Meta, “Accounts you’ve blocked will carry over from Instagram, and we’re enforcing the same Community Guidelines to help ensure everyone interacts safely and authentically.” Brands and agencies should outline community management plans for accounts that allow replies and mentions (including moving DMs to Instagram) and set clear user expectations for responses.
WHO’S LEADING THE WAY HERE?
As of mid-July, Amgen and Moderna are leading the way for pharmaceutical companies on Threads, posting regularly since introducing their brands on the platform. While Moderna’s posting has been limited, they’ve shared a few influencer partner posts with video journalist Cleo Abram, repurposing their Twitter copy with vertical video previously used in Instagram Stories. Amgen, on the other hand, has been focused on sharing scientific stories about their processes, as well as thought leadership from senior leaders on Threads with custom content that is similar, but not identical, to the content they share elsewhere. Both companies are working to safely experiment on the platform from a corporate communications perspective before their brands try their hand at Threads.
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While it’s still too early to gauge Threads’ long-term success in being the dominant app shaping public conversation, these considerations will help brands navigate the waters on a new and evolving platform. While the platform remains largely untested in the pharmaceutical space, now is the time to experiment, learn, and come up with new strategies to engage audiences.
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At Razorfish Health, we know what it takes to navigate the modern health care landscape. If you want to fuel your knowledge, please reach out to Delia.Pavlichko@razorfishhealth.com. We’re interested in hearing your perspective, as well as your thoughts, on the upcoming communication challenges and opportunities.