What is Threads?

On July 6, 2023, Meta launched their new Threads platform, described in its press release as “an app built by the Instagram team for sharing text updates and joining public conversations.” Users log into Threads with their Instagram account, and their username and verification status carries over.

Threads functions similarly to other text-based platforms such as X (Twitter), Bluesky, and Mastadon. Posts are no more than 500 characters long, and they can include links, images, and up to 5 minutes of video.

Threads is also part of a growing network of decentralized, interoperable platforms known as the “fediverse.”

You can read more about Threads from Meta’s Newsroom: Introducing Threads: A New Way to Share With Text

Is Threads coming to Brandwatch?

It’s still very early days for Threads, and Meta has not yet built the infrastructure for integrations with third-party platforms. This means that, for now, you can’t connect your Threads account in Brandwatch.

Threads does not offer a social listening API for our Consumer Intelligence use cases. It is highly unlikely that anything like this will be available soon. This aligns with Meta’s past practices, as they haven’t followed this approach with their other platforms.

However, once advertising has been introduced on Threads, we do anticipate that Meta will prioritize work on a business management API that would support our Social Media Management use cases.

While Meta has communicated to us that they do not have a clear timeline for any third-party APIs, as an official Meta Business Partner, Brandwatch is likely to be among the first group of platforms granted access.

How can I be notified of updates on Threads?

You can use the Brandwatch Complete Roadmap to subscribe to updates on features that are either planned for release, in discovery, or under consideration. Once Threads has been made available to Meta’s partners, we’ll add it to the Roadmap so you can follow its progress.

You can also always reach out to your Customer Success Manager to ask questions and learn more about what’s next at Brandwatch.