Will Threads, Meta’s newest social media app, help nonprofits?

Threads, a Meta-owned social media platform and Twitter competitor, launched on July 5, 2023, and has since received over 100 million sign-ups. As nonprofits look to expand their audiences, will Threads prove to be a valuable resource?

While the answer to that question has yet to be revealed, there are several key benefits to joining the platform worth talking about. Join us as we explore the ins and outs of this new social media app and where the Alliance currently stands in the action. 

Threads Vs. Twitter: What are the Similarities and Differences?

Some nonprofits may be wondering why they should join Threads, especially if they already have a Twitter account. However, there may be several advantages to being on one or both platforms. 

Twitter, originally founded by Jack Dorsey, Biz Stone, and Evan Williams in 2006, has gone through several transformations over the years, including its most recent acquisition by Elon Musk in 2022. It quickly gained popularity as a microblogging service which later developed into a hub for real-time news updates, discussions, and information sharing. 

Over the years, Twitter has played a significant role in shaping public disclosure, political movements, and social activism. However, recent changes and ongoing ambitions expressed by its new owner leaves much uncertainty surrounding where the platform is headed. 

If you’re hoping for more clarity within the Threads platform, you might not want to hold your breath. As a new social media website, much is still unknown about the future functionality, purpose, and vibe of the platform. However, here are some key takeaways to be aware of:

• Threads has gained nearly half the amount of users in less than one week than Twitter has gained over a twelve-year period.
• Threads is currently only available in app form and has no desktop version. 
• Threads accounts – connected by a parent Instagram account – allow users to automatically follow everyone they follow on Instagram, making it easier for organizations to bring their audiences with them. 
• Threads – similar to Twitter – is designed to be a real-time, primarily text-driven platform, with minimal allowances for pictures, short format videos, and GIFs. Unlike Twitter, Threads brings the same community guidelines as its sister platforms – Facebook and Instagram. 
• Threads currently has no search, private messaging, hashtag, or ads features, though plans to expand on these as the user base grows. 
• Threads is not currently available in the EU due to noncompliance with the EU Digital Market’s Act. 
• Threads is the fastest growing social media platform in history.

Much still remains unknown about how these two social media giants will compare to one another in the long term. However, one thing’s for certain – they both have the potential to offer significant benefits to nonprofits hoping to raise awareness about their causes. 

After all, the Giving Report – the longest and most comprehensive report on charitable giving – has found that 29% of people report social media as the communication channel that inspires them to give the most. 

Threads for Nonprofits: Why It Matters and What to Consider

As we already began to explore, social media platforms can be a powerful tool for nonprofits. More exposure means greater opportunities for donations, volunteers, and community engagement. 

Still, some may wonder what the true benefit of joining Threads might be. As we have already learned, you have to be an Instagram user in order to join the Threads platform. Therefore, is your audience really widening?

“I would argue that this app’s audience is more people who happen to have an Instagram account, but are looking for a Twitter alternative,” said Delaney Bedrosian, the Alliance’s Senior Social Media Director. “People want to have conversations instead of just sharing curated photography. Plus, organizations and brands are sharing different content on this platform than on their other channels that might be more compelling for new and different audiences.”

Many users and creators are reporting a different kind of experience on the Threads app.

“We’re seeing a lot more brands push the envelope on Threads, and things feel a lot more playful,” Delaney said. “Even though we’re a cancer organization, it can be a place where people come to have a laugh.”

Because Threads is so similar to Twitter, it’s a relatively low-lift for social media managers who engage on Twitter. A lot of times, content managers can repurpose the posts they’ve already curated. Additionally, with Twitter projected to lose more than 32 million users worldwide by 2024, getting involved on Threads may not be a bad idea. 

The Colorectal Cancer Alliance on Threads

In the first seven hours of its launch, Threads gained over 10 million users. The Colorectal Cancer Alliance was one of those users, coming in as the 520,858th account in Threads’ history. This is extremely significant, considering organizations such as The American Cancer Society came in at 39,509,628 and other cancer organizations have yet to join at all. 

Another thing to consider is that certain influencers were invited to the party early, implying that some numbers were awarded before Threads was launched to the public. This potentially makes the Alliance’s spot in Threads’ history even more impressive. 

Colorectal cancer can affect anyone. The potential to reach greater audiences and influence their knowledge regarding CRC is too great of an opportunity to miss out on. 

“We’re still learning the ins and outs of what content works best on this platform,” Delaney said. “While we continue to spread awareness about the nation’s second-deadliest cancer, we’re hoping to bring a different tone to the topic than we traditionally utilize on our other platforms.” 

Below is some of the Alliance’s content and engagement on Threads:

Getting Involved on Threads: How to Join

Joining Threads is fairly simple if you’re already set up with an Instagram account. If you don’t have an Instagram account, you will need to create one first. Then, simply follow these few steps:

1. Download the app on your iPhone or Android.
2. Log in with your Instagram account.
3. Create your profile. 
4. Decide whether you want your profile to be public or private. 
5. Choose which accounts you want to follow. Click “follow all” to automatically follow everyone you do on Instagram.

That’s it! You’ll be set up and ready to explore the app. Don’t forget to follow the Colorectal Cancer Alliance on Threads for all the best content on CRC.

Threads: Thinking Ahead 

While it’s impossible to know what the future holds for Threads, we’re excited about its potential to raise even more awareness about the causes and businesses you care about. Living in a technology-accelerated world can be overwhelming for nonprofits as they try to keep up with the demands of modern society. However, the good news about Threads is that it’s really not difficult to get started. 

Also, if you feel uncertain about what to post and how to interact on this new social media platform, know that you’re not alone. We’re all just figuring out how to connect in this new space. Remember to be kind, take opportunities to spread awareness where you can, and get screened to protect yourself against CRC.