According to Casey Mantle, Head of Chatterbox at 8909 Digital, in this fast-paced digital landscape, the impact of influencer marketing is constantly evolving.

With the introduction of Threads, a standalone app by Instagram, the landscape has been transformed yet again. This article explores the impact of Threads on influencer marketing and how it is revolutionising the way content creators engage with their audience.

Since the launch of the app, we have seen the following key statistics:

  • Threads was launched on July 5, 2023, and it had already reached 10 million sign-ups within 7 hours. This is a significant number, and it suggests that Threads has the potential to be a major player in the social media landscape.
  • 30 million sign-ups in 24 hours. This is an even more impressive number, and it shows that Threads is quickly gaining popularity.
  • In its first week, Threads users posted over 500 million threads. This is a staggering number, and it shows that people are using Threads to share their thoughts and experiences with a wide audience. It begs the question: can this rapid growth continue, and what will the retention of user of the app look like; considering that once downloaded you can’t delete Threads without deleting Instagram?

Engagement rate comparison:

  • The average engagement rate for Instagram posts is 2.6%.
  • The average engagement rate for Threads posts is 5.2%.

Of course, it is worthy to note that this engagement rate is likely inflated by the novelty and hype that comes with the launch of a new app; especially social media applications void of paid advertisements. Social media giants such as Meta do this in an effort to build the audience size to future-fit the platform for future ad offerings.

As Threads continues to grow in popularity, it is likely that more brands will begin to use it to collaborate with influencers. This will create new opportunities for influencers to earn money and reach a wider audience.

Predictions For Threads And Its Effect On Influencer Marketing:

Threads offers a seamless integration with Instagram, focusing specifically on close friends and followers. The app allows influencers to share photos, videos, and status updates exclusively with this select group, fostering a sense of intimacy and authenticity. This can help to build stronger relationships and increase engagement. The auto status updates featured in Threads creates new avenues for brand collaborations. Influencers can seamlessly integrate branded content into their real-time updates, allowing for natural product placements and endorsements. Brands can leverage the immediacy of these updates to generate buzz and create a sense of exclusivity among the influencer’s close-knit community.

It makes it easier for brands to collaborate with influencers. Threads provides a platform for influencers and brands to share ideas and feedback in real time. This can help to create more effective marketing campaigns that resonate with the target audience.

Another valuable feature is the ‘Auto Status’ option, which uses location data to automatically share context-specific updates with close friends. This feature allows influencers to leverage the power of real-time storytelling, further enhancing the connection with their audience.

The integration of quantified insights into the creative process becomes paramount. One of the most prominent features of Threads is the ‘Activity’ tab, which offers real-time insights into engagement metrics. Influencers can monitor likes, comments, and shares, empowering them to make data-driven decisions regarding their content strategy. This quantification of creative output enables influencers to fine-tune their content and understand their audience’s preferences better.

In the dynamic realm of influencer marketing, staying ahead of the curve is crucial for both influencers, agencies and brands. Threads sets a new standard for authenticity, transparency, and creative optimisation. It empowers influencers to not only create captivating content but also measure its impact, forging a path towards a more sophisticated and successful influencer marketing ecosystem.

Looking ahead, the future of influencer marketing is likely to be characterised by even more data-driven approaches and platforms. As brands become more adept at using data, they will be able to create more effective influencer campaigns that reach their target audiences and achieve their desired results. However, it begs the question: Is there value in multiple social media platforms; or will they all begin to cannibalise each other? How does this impact influencer marketing, and the level of influence that influencers have on social media?