New social media channels for your marketing strategy: How you can use Threads, Reddit and Bluesky for your business

In a world that is increasingly digitally networked, social media platforms are constantly evolving. In addition to the established giants such as Facebook, Instagram and TikTok, alternative channels such as Threads, Reddit and Bluesky are gaining in importance. These platforms offer new opportunities to reach target groups, engage in conversations and build brands.

In this post, we'll show you how you can benefit from the above platforms and how best to incorporate them into your social media strategy.

Regularly optimise your social media strategy and expand it to include additional channels: why this is important

A successful social media strategy requires flexibility and continuous adaptation to keep pace with rapidly changing trends, technologies and user habits. The way people use social media is constantly changing. New platforms such as Threads or BlueSky are emerging, while existing channels are regularly updating their algorithms and features. To stay relevant, retailers need to ensure that their strategy matches the current habits and preferences of their target audience.

It is important to realise that each social media platform attracts a different audience. For example, younger audiences are more likely to use TikTok, while business-orientated content is in demand on LinkedIn. Expanding the channels makes it possible to address new target groups and exploit market potential.

In addition, the success of the strategies on the various platforms should be analysed regularly. With appropriate tools for social media analysis, retailers can gain valuable insights into reach, engagement and conversion rates. This data can be used to effectively identify weaknesses and make targeted improvements. This not only keeps your social media strategy up to date, but also makes it more efficient, giving you a competitive advantage in the long term.

Threads - The text-based platform from Meta

What is Threads?

Threads is a text-based social media platform developed by Meta. The platform focuses on the exchange of ideas and discussions, with less emphasis on visual content such as images or videos. Instead, Threads offers a conversation-orientated experience that allows users to share short text updates, opinions or thoughts on a variety of topics.

The tight integration with Instagram makes it easier to utilise existing networks and reach new audiences. Users can take their followers directly from Instagram, making it easy to get started on the platform. In addition, Threads offers an intuitive user interface that is specifically designed to encourage dialogue and interaction between users.

Threads for businesses:

• Storytelling and branding: Retailers can use Threads to share the creation of their brand or background stories about their products. The platform is ideal for casual and authentic conversations with the target group.

• Product teasers: Threads are perfect for short, exciting updates, e.g. ‘Guess which product will be launched next week!’

• Encourage engagement: Start discussions on topics that relate to your brand and invite your target group to join in.

• Cross-promotion with Instagram: As Threads is closely linked to Instagram, retailers can develop a consistent strategy and utilise content on both platforms.

Advantages:

• Integrated access for Instagram users

• Perfect for short, text-heavy content or spontaneous interactions

• Strong visual integration through Instagram compatibility

Challenges of the platform:

• Instagram influence: Threads attracts many Instagram users who are used to more visual and brand-orientated communication.

• Authenticity: Users expect authentic, unposed conversations and not clumsy advertising posts.

• Interactive communication: Threads thrives on open dialogue and not purely commercial content.

Community first: Reddit

What is Reddit?

Reddit is a community-based platform that differs from many other social networks in its structure. It consists of countless ‘subreddits’ dedicated to specific topics or interests, from technology, science and fashion to niche topics such as obscure hobbies or local communities. Each subreddit is managed by moderators who ensure that the discussions are thematically relevant and that the rules of the community are adhered to.

Compared to other platforms, Reddit is less ad-heavy, making it an authentic and honest place to share opinions and knowledge. This authenticity attracts a highly engaged and often passionate user base that is willing to engage in discussions, answer questions or share detailed opinions. Content shared on Reddit should therefore be informative, entertaining or useful - and above all authentic, as the community has an aversion to heavy-handed self-promotion.

Reddit for businesses:

• Community building: retailers can use relevant subreddits that fit your niche (e.g. Fashion for fashion retailers). You can participate in discussions and build trust through expertise without directly advertising.

• AMAs (Ask Me Anything): AMA sessions can be used by retailers to speak directly to the community and introduce your brand in an authentic way.

• Market research: Reddit is a goldmine for insights into the wishes, preferences and criticisms of the target group.

• Adverts: Reddit adverts allow retailers to advertise products specifically in subreddits. The adverts must be well tailored to the community, as Reddit users react sensitively to inappropriate advertising.

Advantages:

• Direct interaction with a focussed target group

• Opportunity to build credibility through valuable contributions

• Ideal for market research and honest feedback

• Low advertising costs through cost-effective advertising options

Challenges of the platform:

• Aversion to advertising: Reddit users have a strong aversion to commercial content and advertising.

• Authenticity: Content must be honest, useful and well-researched - commercial posts are quickly received negatively (or even pilloried in subreddits).

• Niche communities: Reddit is divided into many specialised subreddits, which makes it difficult to reach a broad target group.

Bluesky: Innovative Twitter alternative

What is Bluesky?

Bluesky is an innovative, decentralised social media platform launched by Jack Dorsey, the co-founder of Twitter. The project aims to fundamentally change the way social networks work. Unlike centralised platforms, where a company has complete control over content, algorithms and rules, Bluesky enables an open and flexible structure. Users and developers have more freedom to define their own rules and structures and customise the platform.

The platform has many similarities with Twitter, particularly in terms of functionalities such as short text posts, the ability to follow other users and the ability to hold discussions in a publicly visible feed.

Bluesky is aimed at people who long for more transparency and control in the digital space, especially in light of criticism of centralised platforms and their influence on content and user experience. For brands and e-commerce companies, Bluesky could offer a new way to interact with their target group in an authentic way, as the platform focuses on individuality and direct exchange.

Bluesky for companies:

• Early adoption: Retailers can position themselves as early adopters and build a community before the platform is overrun.

• Minimalist communication: As with Twitter, retailers can post short, concise updates, e.g. offers, launches or surveys.

• Test innovative approaches: Thanks to the decentralised structure, you can try out different approaches without being restricted by strict platform rules.

• Exclusive content: Promote platform exclusivity by sharing special promotions or insights only on Bluesky.

Advantages:

• Decentralised network model that supports transparency and control

• Potential for first mover advantages as the platform is still in the growth phase

• Opportunity to build a new, engaged community early on

Challenges of the platform:

• Small user base: as Bluesky is still in its infancy, the user base is not yet large and the reach is limited.

• Experimental structure: As a decentralised platform, Bluesky is experimental by nature and can change quickly, challenging merchants to remain constantly flexible.

• Early adoption: The platform is used by early adopters, which means that the user base is tech-savvy but still relatively small.

Which social media platform is worthwhile for which company?

Choosing the right social media platform depends on the target group and the company's goals:

• Threads is particularly suitable for lifestyle brands, media and tech companies that rely on quick interactions and trend-conscious content. The platform offers an informal environment and is ideal for building brand personality or sharing short updates.

• Reddit is ideal for companies with niche products, gaming or tech focus as well as educational institutions. Here, companies can become active in specific subreddits, offer added value and build credibility through authentic interactions.

• BlueSky is aimed at innovative brands, tech start-ups and early adopters. As an emerging, decentralised platform, it offers first-mover advantages and the opportunity to position yourself in a modern, experimental environment.

Each platform has its strengths - the decision should depend on the interests of the target group and the company's content focus.

Integrating the new social media channels into your strategy

1. Target group analysis

To successfully work with the Threads, Reddit and Bluesky platforms, it is crucial to know your target audience and find out which of these platforms they are most active on. Threads attracts Instagram users in particular, as the platform is seamlessly integrated into the Instagram ecosystem and therefore appeals to an audience that is already familiar with visually orientated content. Reddit, on the other hand, offers a broader, specialised community that discusses various topics in specific ‘subreddits’. Here you can target niche markets and topic-orientated groups. Bluesky, on the other hand, tends to appeal to early adopters and tech-savvy users who want to try out new, decentralised networks. The target group analysis helps you to concentrate your resources on the right channels in order to maximise your reach.

2. Platform-specific content

Each of these platforms has its own culture, and it's important to create content that adapts to the style of each social media site. Threads offers a fast-paced, conversational atmosphere that lends itself well to casual, spontaneous posts. Here you can score points with short, concise texts and personal interactions. Reddit, on the other hand, is strongly characterised by the authenticity and relevance of the content. Users expect well-founded, informative or humorous posts that are well-researched and not obtrusively promotional. You can score points on Bluesky with experimental, creative content, as the platform is still in its early stages and many users are receptive to new ideas and innovative formats. By adapting the content specifically to the platform, you can ensure that your contributions are well received and achieve the desired effect.

3. Cross-promotion

An effective way to increase reach is to cross-promote between your social media channels. If you already have a strong presence on platforms such as Instagram or Twitter, you should integrate Threads and Bluesky into your existing networks. Link to your Threads and Bluesky profiles from Instagram or Twitter and encourage your followers to interact with you there too. In this way, you can build your existing community on the new channels and create a greater brand presence across different platforms. These synergies help to efficiently increase your reach and reach different target groups.

4. Monitoring & engagement

To be successful, it is not enough to post content - you also need to actively interact with your community. This means regularly responding to comments, holding discussions and responding specifically to feedback from your followers. Monitoring the performance of your posts helps you to find out which content is particularly well received and where there is room for improvement. With the right analytics tools, you can measure the reach, engagement and conversions on each platform and thus continuously adapt your strategy. Active interaction and authentic communication are key to building trust and gaining a loyal following.

5. Test and adapt

Social media is constantly changing, so it's crucial to experiment with new formats and trends. Regularly test different types of content - be it in the form of text, images, videos or interactive formats - and analyse what works best with your target audience. The data and insights gained will help you to continuously improve your strategy and respond to the needs of your community. By constantly testing and adapting, you can constantly refine your social media strategy and be more successful in the long term.

By understanding the ins and outs of Threads, Reddit and Bluesky and integrating them into your social media strategy, you can increase your brand's visibility, drive engagement and build long-term relationships with your target audience.

Conclusion

The world of social media platforms is constantly evolving, and as an e-commerce retailer, you should pay attention to new channels like Threads, Reddit and Bluesky to connect with your target audience and grow your brand presence. Each of these platforms offers unique opportunities for branding, community engagement and even market analysis. To be successful, you need to understand the specific characteristics of each platform and create content that is in line with the expectations of your target audience.

Continuously reviewing and optimising your social media strategy, as well as testing new channels, is crucial to staying relevant in the dynamic online world. Utilise cross-platform strategies and stay open to new approaches that will take your brand further. With the right mix of creativity and authenticity, you can capitalise on emerging platforms and position your business for success.