Recently, Meta, the parent company of Facebook, introduced Threads, a purported direct competitor to Twitter.[1] Thread is a new platform that has amassed millions of subscribers from over 100 countries. While the seemingly impressive number of 100 million new subscribers in less than a week may catch your attention, it warrants closer examination.

It appears that many of these new users are migrating from Meta's Instagram platform. Instagram offers a seemingly effortless way to join and explore Thread. However, be cautious, as news outlets report that deleting your Thread account might result in the deletion of your Instagram account as well. Therefore, if you have a significant investment in Instagram, it is essential to be aware of the potential consequences. On the positive side, Thread facilitates an easy transition of your Twitter followers to become your Thread followers. Consequently, it is crucial to determine if your law firm marketing already benefits from an Instagram presence.

Consider whether you have a pool of potential customers on Instagram. Additionally, evaluate if your audience is inclined to try something new like Threads, as some individuals may be loyal to Twitter or hesitant to embrace a new online service. Similarly, this applies to your Twitter followers, as they may also exhibit loyalty to Twitter or reluctance to explore alternatives. Furthermore, it is possible that users are simply disenchanted with social media, exhausted by the noise generated by figures like Elon Musk, politicians, or extremist groups.

Nevertheless, this might be the ideal audience to justify venturing into Threads. While surveying your clients could provide insights, it may not be the most effective use of your attorney-client relationships. Refocusing on the initial numbers, it is important to consider other factors.

Remember that the initial 100 million-plus users are not solely from the United States. These new users represent nearly 100 other countries, none of which are European Union members. Consequently, statistically speaking, you must determine the fraction of your target audience among the smaller group of U.S. users. With a sample from a sample, the pool of potential clients narrows. At present, the return on investment (ROI) may not justify the endeavor.

As Threads continues to develop a marketable audience while simultaneously facing potential regulation in Europe and elsewhere, it is wise to observe from the sidelines before investing your resources into this marketing initiative. But this does not mean you can’t play in the pool. I just would not spend any of your firm’s marketing resources on it.

MTC

Happy Lawyering!

[1] CNN Business, What is Threads? Here’s what you need to know about the potential ‘Twitter Killer’, published July 10, 2022, cnn.com/2023/07/06/tech/instagram-threads-app-explained/index.html