How higher ed institutions are using Threads

By Ruba Hassan | October 25, 2023

Ever since Elon Musk took over Twitter last October and renamed it X, the social media site has experienced major transformations resulting in far-reaching consequences that have led many to abandon it.

One new platform that swiftly emerged to replace it has been Meta’s new venture, Threads. Launched in July, Threads had immense initial success, attracting more than 100 million new users in its first week. It has presented itself as a microblogging site that is here to replace X.

For higher education institutions, Threads presents both an enticing communications and marketing opportunity and a daunting challenge. This is because venturing into a new social media platform requires meticulous consideration and planning. Higher ed communicators and marketers must assess whether their target audience has shifted to this platform, justify resource allocation, provide staff training and devise a tailored strategy.

One way to find out if Threads is worth your time is by studying how other institutions are using it. Gauging their success on the platform can help marcomm teams better evaluate whether it makes sense to try it. So, let’s take a look at how some Canadian and American universities and colleges have been using Threads.

Sharing important information

Since Threads is still a relatively new platform that hasn’t yet found its niche, many institutions are playing it safe by using it to share important information. The University of Saskatchewan mainly uses Threads to focus on reaching new students. USask posts advice for new students, links to resources that can help them prepare for the school year and transition to university life, and information about orientation events. The platform for USask is a proactive tool to provide new and prospective students with the information they need.

Texas A&M International University often uses the app to share important announcements, deadlines, events and campus closures. Threads isn’t the only place that Texas A&M shares this information, it usually also posts on its Instagram and X accounts, but Threads is one more place to reach members of the school’s audience.

Connecting with students

Another viable approach for institutions still trying to figure out Threads is using it simply to connect with their audiences. This is the strategy Miami University has followed, showcasing, in its own words, “the more light-hearted, playful side of the university.” MU’s Threads account focuses on engagement: posting questions, interacting with students and utilizing a friendly, conversational and relatable tone to reach their audience.

The same strategy has been adopted by Humber College’s Threads account, which looks to be mostly run by students. The account posts relatable content, images of students and questions for engagement. It is an overall much more casual space than the college’s other social media accounts that helps create a sense of authenticity and makes students feel more connected to the college’s brand.

Showcasing campus

Considering its connection to Instagram, it’s no surprise that Threads is being treated as another visual platform with image-heavy posts. The University of Waterloo, for instance, uses it to post scenic campus photos, fall foliage and colours, and photos from campus events.

Meanwhile, Toronto Metropolitan University turned to its archives to publish before-and-after pictures of campus. These images highlight and promote the picturesque locations and state-of-the-art facilities institutions have, while helping current and prospective students emotionally connect with the institution.

Sharing research and accomplishments

Posting about research, accolades and accomplishments is another great way for schools to boost their reputations and promote themselves to students, prospective students and industry partners. Texas A&M also uses Threads to share articles about new initiatives undertaken by the school, Waterloo celebrates student accomplishments and Miami U. posts about impactful faculty and student research. Even for a platform still in its infancy, these types of posts can only benefit higher ed institutions by providing a new avenue for self-promotion.

Key takeaways for higher ed marcomm folks

The reputation of its parent company has helped Threads stand out amongst a sea of platforms aiming to replace X. Yet, despite the initial hype surrounding its launch, Threads did experience an 82% drop in its daily active users a month after its launch. The app has yet to differentiate itself from other social media platforms. It also has yet to add important features like analytics to help users track the reach and impact of their content.

Still, many users continue to flock to the app, including students. Recognizing this, universities and colleges are testing out Threads and trying different strategies to find their unique voice on the platform. Using the app to share resources, interact with students, promote campuses or celebrate accomplishments can help post-secondary schools establish their presence on the platform and ensure no potential audience base is missed. It’s probably too early to completely abandon X for Threads, but higher ed marcomm folks can borrow some of these strategies to test out the app and figure out if it’s worth pursuing.