Threads by Instagram: What it means for apartment marketing


Social media platforms are constantly evolving, and one recent addition that has caught our attention is Threads by Instagram. Let’s be honest, it’s caught everyone’s attention!

Launched on July 5, 2023, Threads offers a new social networking experience that much like Twitter (recently rebranded as “X”) fosters text-based conversations among users.

Our marketing team members started using Threads immediately following the launch in attempt to better understand the app and its functionality. Here are our initial thoughts on Threads and its potential impact on multifamily marketing.

Threads features and pros

Threads brings familiar features to the table, such as the ability to favorite, reply, and reshare posts, but its initial growth has been anything but familiar. Within just five days of its release, Threads gained a staggering 100 million registered users, making it the fastest-growing social media app in history. 

With its close connection to Instagram, Threads provides a built-in audience for those who already have an engaged following on the popular photo sharing platform. This means that multifamily marketers can leverage their existing Instagram presence to connect with a niche audience that’s already invested in their apartment community.

Furthermore, early adopters of Threads can gain a competitive advantage. The app’s highly engaged user base, as evidenced by a study conducted by Website Planet, showed that 87% of brands analyzed have already experienced more engagement on their Threads posts than on Twitter. On average, these brands observed eight times more likes on the new platform, with Threads demonstrating a significantly higher average engagement rate than Twitter.

Threads limitations and considerations

While Threads offers compelling advantages, it’s important to acknowledge some limitations. 

Firstly, Threads is currently a mobile-only platform, which may pose challenges if you are reliant on desktop usage. Additionally, in its current state, Threads has limited search and filtering capabilities, making it less suitable for complex queries or detailed content discovery.

Keep in mind, Threads is primarily designed for casual, text-based conversations. While users can share photos and videos, it’s important to note that the app’s focus lies in fostering conversational interactions rather than being a media-driven platform. This could include asking questions related to apartment living and amenities or initiating conversations about neighborhood events.

What it means for multifamily marketing

The rapid success of Threads indicates a growing demand for Twitter alternatives, making it a platform to keep an eye on.

Despite the fast initial growth, it’s too soon to know if it will be widely adopted over the coming months. For now, multifamily marketers who already have an Instagram profile should consider exploring Threads as a means to diversify and expand their social media presence

As with any new social media platform, it’s important to remain adaptable and open to adjusting your strategies as you learn more about the app and its user base. Keep an eye on the evolving features and capabilities of Threads and be ready to adapt your marketing efforts accordingly.

Threads vs. Twitter: Time to take a different approach

Twitter has never been a good tool for multifamily lead generation, especially in the last few years. But that’s not due to lack of interest…

One of the greatest things about the early days of Twitter that we’re now seeing replicated in Threads is the sense of community—which is exactly what your residents are craving.

Threads provides an opportunity for apartment communities to connect with residents on a more personal level and takes us back to the days where a funny one-liner, or a reply from a follower can make your day—instead of obsessing over like counts and story views. The best part? Since Threads currently leans toward text-based posts, coming up with quick content ideas is a breeze.

If you’re interested in giving Threads a try, start simple and stay away from attempting to generate leads (for now). Here are a few ideas for your first posts:

  1. Welcome thread: Your first post should provide important information for new followers so they can easily access your website for more information.
  2. Community highlights: This can be a reoccurring post discussing an amenity, or details about nearby neighborhood attractions. 
  3. Weather updates: Are you expecting a steamy week? Big storms coming? Prepare your community with information about pool hours (and reservations), preparing for extreme weather, or submitting maintenance requests. 
  4. Pet friendly living: These can include information about pet amenities, local dog parks, or tips about apartment living with animals. 
  5. Ask questions: Encourage residents to engage with your profile by asking questions about their favorite activities, tips for new residents, or their go-to spot in the neighborhood.

In the coming months you will likely hear more and more about Threads and how it could change the multifamily industry. But it’s important to remember that social media was never meant to be a solution for lead generation or revenue. It has, and always will be about community, and how you treat the people you interact with. 

By fostering a sense of community and authenticity on these new social platforms, you will inevitably attract the right prospects, and retain happy residents. 

If you’d like to explore how your apartment community can be an early adopter of Instagram Threads, download our Quick Start Guide.


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