• Instagram addresses engagement bait on Threads for more authentic content.
• Digital marketers can focus on genuine engagement and community building.

In a recent post on Threads, Instagram chief Adam Mosseri acknowledged a growing concern on the platform: the rise of engagement bait. “We’ve seen an increase in engagement bait on Threads, and we’re working to get it under control,” Mosseri stated, promising “more to come” on the issue without specifying the exact measures being taken. 

The development marks a significant moment for Threads, Meta’s Twitter-like platform, as it grapples with content quality issues similar to those faced by other social media platforms.

Understanding engagement bait

Engagement bait refers to content designed primarily to elicit reactions, comments, or shares, often at the expense of genuine value or meaningful interaction. Common examples include posts that explicitly ask users to like, comment, or share, or those that use misleading tactics to boost engagement metrics. While these practices can temporarily inflate a post’s visibility, they can lead to a poor user experience and can dilute the platform’s overall content quality.

The impact on Threads

Threads, launched in July 2023 as a text-based conversation app, quickly gained traction as an alternative to Twitter. However, the platform’s rapid growth has also brought challenges, including the proliferation of engagement bait. This issue threatens to impact its long-term viability and user retention.

Instagram’s acknowledgement of the problem and commitment to addressing it signals a proactive approach to maintaining content quality. Its stance aligns with broader social media management trends, where platforms increasingly prioritise authentic engagement over raw metrics.

Opportunities for digital marketers

While the crackdown on engagement bait may seem challenging for digital marketers, it presents an opportunity to refine strategies and focus on more sustainable, authentic engagement. 

Here are several ways digital marketers can effectively use Threads to promote brands in this evolving landscape:

1. Focus on value-driven content: Create content that genuinely resonates with your audience. Share insights, behind-the-scenes glimpses, or industry news your followers will find valuable.
2. Leverage real-time conversations: Threads’ real-time nature makes it ideal for joining trending discussions. Engage in conversations relevant to your brand, offering unique perspectives or expertise.
3. Collaborate with influencers: Partnering with influencers who align with your brand values for authentic promotions can work well on Threads, too. Ensure collaborations feel natural and add value for the audience.
4. Utilise Threads’ features: Experiment with Threads’ features, such as its integration with Instagram, to create cross-platform campaigns that drive engagement organically.
5. Encourage employee advocacy: Allow employees to share brand content and engage in industry discussions on Threads, expanding your reach through authentic voices.
6. Create a Thread series: Develop a series of connected posts that dive deep into topics relevant to your audience, encouraging followers to engage with the entire series.
7. Host Q&A sessions: Use Threads to host live Q&A sessions, addressing customer queries and showcasing your brand’s expertise and customer service.
8. Share user-generated content: Encourage and share user-generated content related to your brand, fostering a sense of community and authentic engagement.
9. Provide exclusive updates: Use Threads to share exclusive updates or announcements, giving followers a reason to stay engaged with your brand on the platform.
10. Engage in community building: Focus on building a community around your brand by consistently engaging with followers, responding to comments, and fostering discussions.

Navigating the new landscape

Digital marketers must inevitably adapt their strategies as Threads evolves its policies to combat engagement bait. The key lies in shifting focus from short-term engagement metrics to long-term relationship building and brand loyalty. By prioritising authentic interactions and valuable content, marketers can comply with platform guidelines and build more meaningful connections.

As Threads refines its algorithms to favour quality content over engagement bait, brands that consistently provide value will likely see improved visibility and organic growth. This allows marketers to establish their brands as thought leaders and trusted voices within their industries.

Threads’ crackdown on engagement bait reflects a broader trend on social media platforms towards more authentic, value-driven content. For digital marketers, the shift necessitates reevaluating strategies, focusing on creating genuine connections with audiences.