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Avoid losing your train of thought with new Twitter thread

Posted by on 15 Dec 2017

Making an announcement on Twitter can be tricky. The channel is best known for brevity thanks to its original 140 character limit so typically announcements have been contained to an image or a one word statement with a link to a website for more information. Now, in a matter of weeks, businesses have discovered the luxury of not only enjoying a new 280 character limit but, as of this week, the introduction of ‘threads’.

To circumnavigate the character limit imposed, users have generally shared their content via multiple tweets: numbering each tweet to connect them for followers or, more recently, by taking advantage of Twitter connecting replies to the original tweet.

Twitter has taken note of the trends and responded by creating a tool to post threads. A step-by-step guide to using Twitter threads, specifically for companies, is available online.

If you choose to post a thread, the first tweet will appear in the timeline, along with up to two more tweets from the thread. To view your full thread, your followers will need to select “show this thread.” Each tweet within the thread can contain up to 280 characters, giving you ample room to say what you want to.

Why is this good for business?

The sky is the limit in how much you want to say on a given topic. Share a story, use it to describe a new product in-depth or provide event coverage in a way that won’t swamp your followers’ feeds.

What are the pitfalls?

Twitter is moving further away from its original goal of providing users with a way to give short, snappy updates. It’s possible that in trying to appeal to everyone, it may wane in popularity. Likewise, you may lose followers by posting too many threads, forcing your followers to wade through more content from your business than what they are used to or would perhaps like to see.

Our thoughts on twitter’s new threads

Before you go nuts using threads, take a moment to pause and consider how using threads fits into your current social media strategy. Ask yourself what you are trying to achieve and who you are trying to appeal to. Is another social media platform or your website better for lengthier announcements or content?

As always, make sure your staff are trained and familiar with your company’s expectations around appropriate content and tone.

If you would like to speak with one of the lawyers in Coleman Greig's Brand Protection team, please don't hesitate to get in touch with us on 02 9895 9230, or via

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