Threads vs. X: Lessons Learned for Marketers & Communicators

In the ever-evolving world of social media, change is a constant – something seasoned pros in the digital marketing space have come to expect and embrace. 

The last couple of months, however, have been a bit much by anyone’s standards.

Amidst the constant changes in social media, the flurry of updates and debates between Twitter and Threads’ CEOs have left even seasoned digital marketers feeling a bit overwhelmed. However, during these times, our strategic focus is the same: analyze these shifts, predict their effects – and translate their significance to our clients.

With that in mind, there are plenty of important lessons to be learned for marketers and communicators.  

Since taking over the platform a little over a year ago, Elon Musk has implemented several notable changes at Twitter. Namely:  

• Twitter has been rebranded to X. The app icon and website have been changed to an X logo, and the terms “tweets” and “retweets” have been changed to “posts” and “reposts.” 
• X will eventually become Elon Musk’s “everything app” where users can do banking, messaging and video calling. The company has undergone massive restructuring with thousands of layoffs. 
• Twitter Blue, the paid subscription service, has been rebranded to X Blue. It costs $8 per month and offers a host of features, including editing posts within an hour of posting, seeing 50% fewer ads and longer posts of up to 25,000 characters. 
• The iconic blue bird logo has been replaced by a new X icon. The domain name has been changed to X.com. 

These changes have significant implications for marketers and communicators who use Twitter. Moreover, Musk’s decision to rebrand Twitter as X has raised a number of questions for marketers.  

What can communicators learn from the announcement?  

• Brand clarity is essential. When rebranding, it’s important to have a clear understanding of what the new brand stands for and what value it offers to customers. 
• Consider the legal implications. Before launching a rebranding campaign, it’s important to research any potential legal issues that could arise. 
• Provide tangible benefits. Rebranding is not enough in itself. To be successful, it’s important to offer customers tangible benefits that they can see and appreciate. 
• Build a strong community. Twitter has a strong community of users who are passionate about the platform. If Musk wants to be successful with the X rebrand, he will need to find a way to build on this community and make sure they are excited about the new direction of the company. 

Thinking ahead is critical when it comes to any branding efforts. Here are some additional tips for marketers who are considering embarking on a rebrand journey: 

• Do your research. Before you start rebranding, it’s important to do your research and understand the reasons why you are rebranding. What are you hoping to achieve with the rebrand? What are the potential risks and challenges? 
• Be clear about your brand identity. What are the values and beliefs that your brand stands for? What do you want your brand to represent? Once you have a clear understanding of your brand identity, you can start to develop a new brand name and logo that reflects these values. 
• Build a strong brand story. Your brand story is what will connect with customers and make them want to engage with your brand. It should be clear, concise and easy to remember. 
• Be consistent with your branding. Your brand should be consistent across all channels, including your website, social media channels and marketing materials. This will help customers build a strong association between your brand and your products or services. 

Threads, Meta’s competitor to Musk’s X, has seen its user count fall to new lows just one month after launching. According to reports from Sensor Tower, total users as of July 31 fell by 81%. 

This is a cautionary tale for integrated marketers who are considering adopting new social media platforms. While it can sometimes be advantageous to be a first adopter, it’s important to do your research and make sure the platform is right for your audience.

In the case of Threads, it seems the platform simply didn’t offer enough features or functionality to keep users engaged. It also didn’t have the same level of brand recognition as Twitter or X.

This serves as a reminder for integrated marketers to be cautious when adopting new social media platforms. Don’t put all your eggs in one basket, and make sure to test new platforms before you invest heavily in them.

When considering new social media platforms:  

• Do your research. Before you adopt a new social media platform, make sure to do your research and understand the platform’s target audience, features and functionality. 
• Test the platform. Once you’ve done your research, test the platform with a small group of users to see how they interact with it. 
• Be patient. It takes time to build a following on any social media platform. Don’t expect to see results overnight. 
• Be flexible. The social media landscape is constantly changing. Be prepared to adapt your strategy as needed. 

In the realm of social media, change is a constant – but through change comes opportunities to grow.

The past few weeks have offered valuable lessons for marketers and communicators from the critical importance of well-planned rebranding to the necessity of platform research before adoption.

Ultimately, it pays to be strategic before you act.

These lessons underscore the importance of strategic foresight, reminding us that in the fast-paced world of social media, careful planning before action ultimately leads to more effective and impactful efforts.

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Lexi Trimpe is Integrated Communications Manager – Digital at Franco. Connect with her on LinkedIn.