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The swift development of social media platforms continually presents fresh challenges for businesses. Where to spend their energy? That includes Instagram launching Threads and broadening its ecosystem, numerous business owners and marketers ponder how to leverage both channels without increasing their workload. Sometimes, that discussion is presented as Instagram vs. Threads.
Having spent years creating content on various social platforms, I’ve seen the shifts firsthand. When Instagram first launched, we were limited to just photos.
Back in the day, when I first started doing Instagram strategies, and as part of an integrated strategy, you had to do pictures. Today, you could do a reel, you could do a dance… there’s so many options.
Understanding Instagram’s business focus
Instagram has matured into a robust platform for businesses, offering multiple content formats and engagement opportunities. While the platform started with just photos, various features now provide a complete marketing funnel.
“If somebody really wants to make the most of Instagram, they can use it this way,” Corey Walker, author of “Instagram for Business for Dummies” said on Episode 706 of “The Business Storytelling Podcast.” “The top of the funnel, the widest area, is reels, and that’s because Instagram is going to send your reels out, not only to your followers but to non-followers.”
The platform’s business focus extends beyond content creation. It offers specific features designed to drive engagement and conversions, from shopping tags to story links. Corey particularly emphasizes the power of carousels.
“I’m a big proponent of carousels because every time someone goes through each of those pages in a carousel, Instagram counts that as a positive action.”
Threads: A different approach to engagement
Threads presents a distinctly different environment for businesses. While it’s technically an extension of Instagram, the platform has developed its own unique culture and expectations.
“Threads is a little bit of a different animal,” Corey noted. “It is trying to be more like Twitter. I will put over some of my posts automatically from Instagram to Threads, but I’m more choosy about it.”
My own experience with Threads has been revealing. After leaving Twitter/X after 16 years on the platform, I found Threads offered a refreshing alternative. However, the platform has its own quirks and patterns, including what Corey describes as “engagement bait” – people asking simple questions just to boost their numbers.
Instagram vs. Threads: Working together
Understanding their distinct strengths is key to successfully using both platforms. Instagram demands visual content and rewards strategic planning, while Threads allows for more spontaneous, text-based engagement.
“I’m not using Threads as much of a business tool,” Corey shared. “I do put like, ‘Oh, my book is out,’ and I’ll put business stuff out there, but I’m kind of liking it just to connect with people like a normal person.”
One of the biggest challenges across both platforms is moving followers through your marketing funnel. Corey recommends using tools like ManyChat on Instagram to facilitate easier conversions: “You’ll probably see a lot of influencers saying, you know, comment ‘link’ to get the link, and so that you program it in ManyChat and then it will send them the link via DMs.”
Looking ahead
Both platforms continue to evolve. Threads will soon introduce advertising, which Corey notes could impact user experience.
“Unfortunately, I heard they are going to start ads on there. I look at Facebook and how I’ll get five ads before I get a regular friend post, and I don’t love that,” Corey said.
Making the right choice for your business
The decision to invest time in either or both platforms should align with business goals and audience preferences. Instagram offers a wider age range of users, making it suitable for most businesses.
“If you’ve got a 13 through, like, my dad’s in his 80s, and he’s on Instagram,” Corey pointed out.
For B2B businesses or those in unique niches, Corey suggests focusing on building a smaller but engaged audience rather than chasing viral success.
“You might have a really small and mighty audience that loves your stuff.”
To effectively manage both platforms:
- Focus on creating strong visual content for Instagram that can be adapted for Threads when appropriate
- Use Instagram’s full suite of features (Stories, Reels, posts) to build your marketing funnel
- Maintain a more conversational, authentic presence on Threads
- Be selective about cross-posting – not everything needs to go on both platforms
- Monitor engagement patterns to understand what works best on each platform
Social media continues to evolve, and successful businesses must adapt their strategies accordingly. While Instagram remains a powerful marketing tool with its visual focus and business features, Threads offers opportunities for more casual, authentic engagement with the audience. The key is understanding how to leverage each platform’s unique strengths while maintaining a consistent brand voice across both.
As Corey reminds us, “If you integrate all of it, you’re going to have a much more dynamic package and convert more, but I always try to work with my clients and get them where they are. And I know that not everybody can do all the things all the time.”