Threads from Meta: A New Tool in the Life Science Marketing Toolbox?

July 7, 2023
5:00 min read
Laura Browne
Threads from Meta: A New Tool in the Life Science Marketing Toolbox?
resource hero

Today, we will delve into the world of Meta’s Threads, the new social media platform from the creators of Facebook, and explore its distinctive features compared to Twitter. We will also discuss how B2B companies in the scientific realm can leverage Threads and whether it has the potential to replace Twitter. Lastly, we'll take a look at the APIs available for data extraction.

What is Meta’s Threads?

Threads, Meta's latest foray into the social media landscape, offers a unique alternative to Twitter for engaging in conversations. Threads provides a platform that fosters collaborative conversations among like-minded professionals. How does it differ from the other Twitter pretenders like Mastodon and Blue Sky? Namely because of its scale. It only launched on Weds 5th July 2023, and as of midday Thursday it had more than 30 million users  on the app. That is nearly 30 times more active users than Mastodon.

How to Use Threads in Life Science Marketing

For skeptical scientists-turned-marketers working in B2B companies, Threads can be a valuable resource. It enables you to connect, like Twitter, with a targeted audience that shares your scientific interests. This platform allows professionals to exchange insights, share industry trends, and establish themselves as thought leaders in their respective fields. By engaging with Threads, you can expand your network of professionals and build valuable connections within the scientific community. 

On Threads, posts can be up to 500 characters long and include links, photos, and videos up to 5 minutes in length. Currently Threads does not use hashtags. Soon, however, a number of new features will be rolled out to help discover threads and creators of interest, including a robust search function that will make it easier to follow topics and trends in real time.

Threads and Data Protection

It is crucial to acknowledge that Threads has been launched into a different environment than Twitter was. Data privacy concerns  (GDPR) means its launch has so far been blocked in the EU (it is still available in the UK). This may ultimately inhibit its ability to topple Twitter (despite Musk's best efforts to kill it himself!). You're probably wondering if Threads has the potential to replace Twitter. In my opinion, while Threads offers a unique and engaging experience, I believe Twitter will remain a powerful tool for marketing and networking due to its broad user base and widespread adoption. Threads may serve as a complementary platform to help you reach a more targeted and specialized audience, while Twitter allows you to connect with a broader range of stakeholders in the scientific community.

APIs and Data Extraction

Now, let's delve into the technical side. The Threads API provides an opportunity to extract data for analysis and insights. With this API, you can access public data from Threads, such as discussions, participants, and metadata. This data can be utilized to gain a deeper understanding of your target audience's interests, behavior, and preferences. Additionally, the availability of webhooks allows you to receive real-time updates and track changes within Threads.

Should You Use Threads from Meta?

In conclusion, Threads offers an intriguing alternative to Twitter for scientific marketers. It provides a focused platform for engaging in collaborative discussions and networking with like-minded individuals in the scientific community. However, it is unlikely to replace Twitter entirely, do to GDPR constraints. By harnessing the power of both Threads and Twitter, you can craft a comprehensive marketing strategy that caters to a diverse range of stakeholders.  Stay skeptical, stay curious, and embrace the possibilities Threads brings to your scientific marketing journey!

No items found.