With the volatility over on X (formerly Twitter), my leadership team is asking if we should migrate our B2B thought leadership efforts to Threads. However, I’m concerned about the lack of robust analytics and the primarily "lifestyle" feel of the platform. Has anyone successfully used Threads for B2B lead generation or brand awareness, or is it still too early to invest significant resources there?
3 answers
Threads is currently excellent for "unfiltered" brand voice, but it isn't a direct replacement for X’s real-time news capabilities yet. For B2B, we’ve used it to share "behind-the-scenes" insights and more conversational, less polished industry takes. The engagement there feels much more human and less bot-heavy than other platforms right now. The secret is to not cross-post your LinkedIn content. Threads users value authenticity and quick interactions. While the lead gen isn't as direct as a LinkedIn ad, the brand sentiment we’ve tracked has been overwhelmingly positive since we joined in late 2023.
How are you measuring ROI on Threads without an official API for most third-party scheduling and analytics tools? It feels like we are flying blind when we try to report these numbers to stakeholders.
I think Threads is great for community engagement, but don't delete your X account just yet. X still owns the "breaking news" niche for B2B industries like Tech and Finance.
Agreed, Linda. A multi-platform approach is best. Use Threads for the "human" side of your B2B brand and keep X for the rapid-fire industry updates and networking.
Brian, you're right, the lack of data is the biggest hurdle. Right now, we are using manual tracking and UTM parameters on any links we share to see how much traffic actually hits our site. It’s tedious, but it revealed that the "referral quality" from Threads is actually higher than X, with longer on-site session durations, likely because the users are more engaged with the text.