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Restaurants Threading The Newest Social Media Needle

In the ever-evolving world of social media, Threads, a new and powerful tool with the potential to reshape the restaurant industry was launched on July 5, 2023.

Linked to the account holder’s Instagram account, Threads is a platform that allows users to publish 500 character posts as well as links, photos, and videos up to five minutes long.

The feed on a Threads account includes posts from people the user follows on Instagram or Threads, as well as recommendations for new content. Users have the ability to filter specific words and restrict who is allowed to mention them.

Joining Threads is easy. You just sign in with your Instagram credentials and keep your username, followers, and verification status.

A few other Twitter alternatives have been introduced since the social network was purchased by Elon Musk including Mastodon, Bluesky and Post, but none have shown as much potential as Threads. With over 110 million users joining Threads in its first five days, it appears to be quickly catching on. What’s driving this early excitement around the app is that it’s linked to Instagram, providing users with a built-in follower base. Threads users can log in using their Instagram credentials and toggle back and forth between platforms.

How to sign up for Threads

  1. Sign in using your Instagram login credentials.

  2. Add your name, bio, and any links you want to show on your Threads profile. You can also just hit the “Import from Instagram” button to transfer information from your IG profile.

  3. Choose who you want to follow. You can do this by scrolling through the accounts you follow on Instagram or by searching for an account. You can also just follow every single account you follow on Instagram by simply hitting the “Follow all” button.

How to Use Threads

The Threads user interface is pretty simple. Everything you need can be found in the navigation bar: Home, Search, New Thread, Activity, and Profile.

Home is where your timeline lives. Expect to see posts from users you don't follow as that's how the current iteration of Threads works. Like the other platforms, you can like, leave a comment, repost, and share posts. Another point of early contention is that Threads posts aren't in chronological order right now, but Meta is working on that.

In Search, you'll find recommended profiles and you can manually search for other accounts here.

New Thread is where you create posts. You can use up to 500 characters and include links, photos, and videos. As of right now, hashtags aren't a thing.

Activity shows who you’ve recently followed, who recently followed you, replies to your posts, comments, and activity from verified users.

Profile is where you can view and edit your name, profile photo, biography, links, followers, threads, and replies.

The good news for restaurants that are a little hesitant to enter into yet another space in the already crowded social media universe is that no one really knows what they’re doing on Threads yet. That’s why now is the perfect time to explore, engage, and test the waters of the new platform. For brands that don’t have the time or resources to fully dive into another social media strategy, here are a few simple steps you can take to get started.

  1. Create an account. If you already have an Instagram account, Threads makes this process super quick and easy. Just be sure to include your logo, bio, and URL.

  2. Establish your brand voice. How do you want to present your brand on the platform? This is where your strategy begins. Fun and informal seems to be the general tone of most brands and users so far, but you don’t necessarily need to follow that rule. Just make sure your voice is consistent and true to your brand’s underlying personality.

  3. Start engaging. To join the conversation, start by following some other restaurant brands or other businesses in your area that you like or want to connect with and like or comment on their posts. Try plugging into popular local accounts by typing the name of your city into the search bar and following the first few accounts that show up. The followers of those accounts will likely be restaurant-goers in your area, so simply click on their follower list and start engaging.

  4. Post your first Thread. Start populating your account and testing what kinds of posts resonate with your audience. Start by just saying “Hi-this is our very first Thread!,” asking a question, or sharing a funny gif. You’ll likely have low engagement on your first posts so no need to spend too much time crafting the copy. It’s just about getting the ball rolling.

How Restaurants Can Leverage Threads

Bbig restaurant brands haven’t wasted any time leveraging the mass migration to Threads, with early adopters including Dunkin, Jimmy John’s, Papa Johns, Wendy’s, McDonald’s, Burger King, Arby’s, Popeyes, Sonic, Crumbl Cookies, KFC, Domino’s and Taco Bell.

Designed to promote engaging conversations, Threads opens up new opportunities for restaurants.

  • Build Longlasting Relationships

Instagram Threads provides an intimate and personal way for restaurants to connect with their audience. By sharing behind-the-scenes content, interacting with customers, and building relationships, restaurants can foster a sense of community. Use Threads to showcase mouthwatering images of your culinary creations, offer glimpses into your kitchen, or respond to customer queries. This increased engagement can foster genuine connections beyond the traditional dining experience.

  • Dive Into Storytelling

Threads enable restaurants to tell captivating stories beyond Instagram Stories' limitations. This feature empowers businesses to share unique narratives, like how a brand came, cultural influences, local collaborations, and upcoming events. By highlighting your restaurant’s culinary philosophy, dedication to sustainability, or the people behind the scenes, you have the opportunity to differentiate yourself from the competition and create a deeper emotional connection with your customer base.

  • Collaborate with Influencers

By collaborating with local influencers, restaurants can curate visually enticing content that captures the essence of the dining experience. By partnering with content creators or food bloggers, restaurants can not only tap into their creativity, but capture a broader audience. Use these collaborations to showcase features like a chef signature dish, a beautiful view, or an exquisite ambiance to provide a fresh perspective and generate excitement.

  • Boost Customer Service Game

Threads can be a game-changer for customer service by utilizing the platform to respond to customer inquiries, address concerns, and enhance the overall dining experience. Whether it’s simply thanking a customer for their visit or delivery order or addressing concerns, Threads offers the ability to interact with customers in a personal and timely manner, demonstrating a commitment to exceptional service.

As the restaurant industry begins to embrace the platform, the possibilities for enhancing brand loyalty, attracting new customers, and building solid relationships are endless. By leveraging the platform’s unique features, Threads presents an opportunity for restaurants to elevate their digital presence and engage with customers on a more intimate level.

Whether you’re a regular poster on other social media platforms or just want to test the waters with this new player, now is a great time to start weaving the app into your marketing strategy.

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By Eileen Strauss


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