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On 27 May, within the Marketing and Communications Committee of the European Business Association<\/span><\/span>, a webinar titled \u201cThreads for Brands: Launch, Metrics, Case Studies<\/strong>\u201d took place, featuring speakers Olena Shulha, Head of SMM at COMFY<\/strong>, and Viktoriia Semeniuk, Head of SMM and digital marketing expert<\/strong>.<\/p>\n Viktoriia Semeniuk emphasised that the most common mistake brands make is starting their activity on Threads with a content plan rather than with business objectives. Before launching a communication channel on the platform, companies should consider a number of key questions:<\/strong><\/p>\n The speaker also focused on key metrics used to assess performance on Threads<\/strong>, including follower growth rate, share of voice in the category, sentiment of comments, performance of posts and replies, share of brand mentions, traffic to profile or website, resonance rate, and others.<\/p>\n Participants also discussed the platform\u2019s tone of voice<\/strong>, shaped by its close audience proximity, high level of reactivity, and encouragement of humour and self-irony.<\/p>\n Olena Shulha shared practical case studies, failures, and recommendations for developing a brand presence on Threads. According to her, it is \u201cthe most human social network\u201d, where brands are expected to behave like people rather than advertising banners<\/strong>. She also stressed that Threads promotes situational content and discussions, meaning traditional month-ahead content plans perform significantly worse or do not work at all.<\/p>\n Among the recommendations for working with the platform\u2019s algorithm were:<\/strong><\/p>\n The Association thanks the speakers and all participants for their active engagement. See you at upcoming PR & Marketing Hub EBA events \ud83d\ude09<\/p>\n <\/p>","protected":false},"excerpt":{"rendered":" On 27 May, within the Marketing and Communications Committee of the European Business Association, a webinar titled \u201cThreads for Brands: Launch, Metrics, Case Studies\u201d took place, featuring speakers Olena Shulha, Head of SMM at COMFY, and Viktoriia Semeniuk, Head of SMM and digital marketing expert. Viktoriia Semeniuk emphasised that the most common mistake brands make […]<\/p>\n","protected":false},"author":33544,"featured_media":745577,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[4,5,22],"tags":[],"yoast_head":"\n\n
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