Threads for business

Threads is a new app from Instagram’s parent company Meta which is designed for sharing text updates and joining conversations. Kezia Parkins finds out how beauty pros are using it

New social platform Threads managed to surpass the 10 million user mark in just seven hours. By comparison, it took Instagram 355 days to reach 10 million registered users, and Twitter 780 days. But what is the potential for the app within the beauty industry? Dija Ayodele, aesthetician and founder of the Black Skin Directory, and Chantelle Vermont, nail tech, educator and chief executive of Clawgasmic Nail Network, were both early adopters of Threads. 

Why did you start using Threads?

Dija Ayodele: “I absolutely love it. I think it’s very non-threatening, and it has none of the current clutter and bad vibes that Twitter can have. 

“I think it’s just another space to build and nurture community. For people that haven’t got on that well with Instagram and creating a vibrant brand aesthetic, or those that would rather express themselves with words, then I think it could be great.

“The app converts your Instagram community into Threads so it’s not very laborious to set up. You can also have all these real-time conversations in a way that you don’t necessarily have on the main Instagram platform.”

Chantelle Vermont: “I like how raw and unedited it is. I love Instagram for its perfection but that part of it can be off-putting and stop people from wanting to post as it has become very over curated. It can make us all overthink our work – is it good enough? Plus, we feel like we must keep up with the ever-changing algorithm.

“Threads feels different, nobody necessarily knows what they are doing or what to post, people are just posting fun facts and cute pics and we are seeing their sense of humour.

“It’s refreshing, it’s like going back in time to Facebook statuses when things felt less perfect and planned out. Nobody really knows how it works yet so stressing about your reach, likes or followers hasn’t been a thing. It’s exciting.”

How are you currently using Threads?

Ayodele: “It’s really just about sharing thoughts and ideas and then engaging with colleagues and friends in adjacent industries to what I do. I’m also using it to connect with people who I feel would be interested in the work I do.

“It’s very broad for me at the moment. Most of us are still finding our way around it and there is freedom in that as everyone is in the same boat. We are finding our way through together in terms of how it will be harnessed for business growth.”

Vermont: “Because of the Instagram algorithm, you are often only repeatedly shown the same accounts and you don’t usually see the posts of all of the people that you follow.

“With Threads, it converts your Instagram followers over to the app and I’m seeing incredible nail techs I have followed for ages but forgot I followed them because Instagram’s algorithm would never show me their posts.

“Seeing them on Threads is then prompting me to go back on Instagram to check them out. I am loving connecting with them again but who knows how long Threads’ algorithm will stay like that.”

How do you think it could be used professionally?

Ayodele: “For me, it is mainly about setting myself apart as a thought leader and an expert in my field – that’s the most important way I think it will benefit me while building community and cultivating it around my expertise.

“It could also be an excellent tool for raising awareness of my brands and making people curious so that they can find out more, especially for Black Skin Directory, and leading them to the website. At the moment, I’m really enjoying using the app and connecting with people.”

Vermont: “I think Threads is a great way to show a different aspect of your business and your personality. If you’re a brand, it can be hard to do that on other platforms, especially if your feed is heavily curated. Threads gives more opportunity to show personality.”