Brands Re-Evaluate Their Presence on Social Media: Is Threads Worth the Risk?

This trend is driven by the multitude of social media platforms available, which makes it challenging for brands to keep up with them all.

As a result, companies are becoming more selective about which platforms they choose to join.

Lush Cosmetics was one of the first large brands to leave social media, dropping off in November 2021.

The company initially left social media in 2019 due to concerns about the impact of social media algorithms and the negative impact it can have on young people.

Annabelle Baker, Lush’s global brand director, said that social media was no longer social and had become mediated by algorithms controlled by companies.

The beauty company re-emerged on social media during the pandemic to reach customers, but they have now gone dark again and do not have plans to come back.

Other companies have also left social media due to concerns about the platforms' management and the risk of followers turning on them.

Bottega Veneta left much of social media in 2021 after its creative director Daniel Lee cited "a mood of playground bullying on social media." Experts say that time is also a driver pushing brands away from social media.

It can be a tall task to ask often junior employees to keep tabs on so many platforms.

With the new boom in Twitter alternatives, where a clear winner has not yet emerged, managing social media accounts can be overwhelming.

While social media is an important tool for brand-building and reaching consumers, some companies are choosing to be more judicious about which platforms they join.

As social media continues to evolve, it is crucial for brands to assess the potential risks and benefits of engaging with these platforms.

As the popularity of Meta's new social media platform, Threads, continues to grow, brands are faced with the decision of whether or not to join the platform.

With over 100 million users just days after its launch, Threads presents a significant potential customer base for brands.

However, the decision to join is not without its challenges.

One major concern for brands is the issue of reputation and user abuse.

Meta has prior precedent of launching apps designed to compete with and supplant existing incumbents, such as Instagram Reels, which did not always succeed.

This raises the concern that brands may invest significant resources into building a presence on a platform that may not last.

Moreover, the pressure for brands to stay present on social media platforms is immense.

According to Allebach, CEO of consulting firm PR firm Precision Strategies, every team has to assess the risk-reward ratio of how much to invest in new platforms.

The investment may not be worth it for every brand, especially considering the number of platforms available and the precarious nature of the social media landscape.

Lush Cosmetics, for example, is hesitant to jump back into social media with Threads.

Even with the large audience, the company is waiting to see if people will actively use the platform before committing to it.

"It's a test of time," says Lush's head of digital, Helen Baker.

"It's hard to imagine a future where brands start pulling out of social media platforms en masse, but it's also possible that we'll see more brands pulling back if they can't quantify the value or if the risks outweigh the rewards." Ultimately, the decision to join or not join Threads is a personal one for each brand.

While the potential rewards are significant, the risks must also be carefully considered.

Only time will tell if Threads will become a lasting platform for brands to engage with their audiences.