Brought to you by: BuyerGenomics

A brief thread:

Threads is just enough like Twitter to be familiar, but without any of the weirdness that endeared it to its earlier users.

Threads is like when a kid is gifted a sports car on their 17th birthday instead of saving up for a used sedan. The kid with the sports car will have a blast dating and driving to college. The kid with the sedan is gonna take better care of that car than the family dog, and they won’t forget a single mile of their journey.

Twitter, for years, was that sedan, and we pushed it well past its limits.

Or, in ad industry terms, it’s like the difference between an agency that’s handed a piece of business from the holding company and the shop that has to fight just to get in the room, let alone win the pitch.

You get it.

For the first decade of Twitter’s existence, despite some steps forward and some steps back, it always felt like it was ‘owned’ by the community. That might not have been true in any real sense, but for its users, it felt like it was ours. That it didn’t make sense to everyone in the way Facebook did only helped to make Twitter more endearing. If you were on there pre-2010, how many times did you have to explain hashtags to people?

Hell, I had to testify as an expert witness explaining #tbt in a case before the New York State Supreme Court. You try doing it under oath and see how that goes.

Around 2016, the vibe at Twitter started to shift as the leader of one political party was trying to make Twitter all about him, and it worked. Much worse, in 2022, the new owner of Twitter was so insistent on making Twitter all about him that he was rigging the algorithms to juice his stats further. This isn’t about politics; it’s about narcissism. I’m a pretty big fan of Chef Jose Andres, but if Twitter was doing everything it could to shove the chef’s tweets down my throat, I’d look for a new cult.

And along came Threads.

Threads is the least weird social platform debut I’ve ever seen, and that’s what makes it so weird. In the day or two after it launched, it wasn’t taken over by propagandists. It wasn’t instantly filled with spam. The servers stayed up. It didn’t do very much. And overall, people seemed happy to be there.

It’s gentrified in a way that has nothing to do with race and everything to do with being bland. It’s so brand that brands were tripping over themselves to join on day one and interact with each other there.

Do you get how weird that is? Do you know how long it took to explain to CPG brands that Snapchat was mostly a way for teens to innocuously communicate with each other and that there was a very low chance that Oscar Meyer’s content would run anywhere near shots of Anthony Weiner’s… well, you get that too.

Brands got it though. The fear is spending a few cycles on a platform that doesn’t work. That’s so much of a relief compared to platforms that could blow up in their face.

Threads isn’t supposed to work.

No one’s supposed to care about this. It should be a laughingstock. A clone. An also-ran.

Facebook, Meta, whatever the heck it is in this post-metaverse world, is supposed to be that thing our parents used before Covid.

Yet it still matters. Instagram remains vibrant. WhatsApp groups are everywhere — please, I’ll do anything NOT to join your WhatsApp group. And Facebook now has third-hottest product launch of the decade after ChatGPT and Taylor Swift’s Eras Tour.

It’s not all so utopian. There are all kinds of concerns about Facebook’s data collection policies, and warnings that you can’t delete your Threads account without deleting Instagram. The EU is left in limbo. Plus, when will we get our hashtags?

And yet, 450 million people covered by the EU aside, you’ll probably see quite a few of your friends hanging out, having fun, and interacting with some of their favorite brands and celebs.

I like Bluesky, even if I keep forgetting to spell it as one word. I’m there as dberkowitz. Sure, let’s connect. I joined over a month ago and have amassed 40 followers, while following 63 others. That’s while actively trying to find more of my personal network and Twitter followees there. There are some great people there, I think, but they’re way too hard to discover.

Bluesky is at its best when there’s some dumpster fire over at Twitter (so, nearly always). It’s like dating someone where the two of you constantly bond over how much you hate your ex — you’ll enjoy it for a while and then feel depleted. Don’t bet on that relationship to last.

There could be something more over at Bluesky, and I’d love for it to work. That it feels so much like Twitter gives it a short learning curve. And a lot of the folks who are there first are eager to keep it weird.

Then I joined Threads. Within 24 hours, it was great that I had 500 followers, but more importantly, I had 400 people to follow. I’ve been paring back who I follow on Instagram over the years, and it paid off this week. I know most of the names popping up in my feed, and I’m glad to see them. I’ll be glad to see you there too (well, probably).

Few people will get worked up about the data-sharing issues with Threads. Tons of ads on Instagram didn’t kill the user experience. What tends to kill projects by Metabook is when there’s no one there (remember Horizon Worlds?). On Threads, it seems like everyone’s there using this good enough, intuitive enough product that even a brand can love.

It felt great to be Twitter-verified and amass tens of thousands of followers there. My account was featured in Ad Age, Adweek, and PR Week. The luminaries I helped get on Twitter included the Chief Fashion Officer of Saks and the executive director of a major non-profit who I won’t mention because he then spent a few years in prison. It was quite a run.

With the successful debut of Threads, even if Twitter technically has more activity, it feels like part of my past. If I’m not alone, less intense sentiments than that doomed past stalwarts like MySpace. Threads already has that x-factor called momentum. I don’t need Twitter in the same way if something else can serve enough of the same purpose.

Even that beloved sedan one day becomes undrivable. The only question now is whether Threads is the keeper for the next decade, or it’s the loaner that’ll help us get by for a bit until we find the ride of our dreams.



Your True Customer costs Less to Acquire & Spends More.

Profile your base and reveal your True Customer, free.

  • Acquire new higher‑value True Customers with 30% higher 1st sale AOV
  • Get conversion 15%-48% higher – or more
  • Increase your ROAS by up to 101%
  • Build a better, more profitable business – by design.

Learn more.————————————————–
Recent content shared by Serial Marketers and friends:


Thanks to Cary MunkDan LaFontaineAndre ArchimbaudDevin BrownJustin DankPauline EcholsPaul RobinsonJames A. GardnerSeth Girksy, and Michael Winter for spreading the word about the newsletter recently.

Here’s your own personalized link, with more referral rewards for sharing the newsletter. Visit https://referralhub.page/serialmarketer to see how you’re doing.

<< Test RH_REFLINK >>

Share via: Email | Twitter | Facebook | LinkedIn————————————————–

(times EST unless otherwise specified)

  • 7/12, 12-1pm: Join us for the Serial Marketers Social Salons, an engaging and interactive Zoom event designed exclusively for our vibrant community of marketing professionals!
  • 7/20, 6-8pm: AIMG Presents: How Marketers are Really Using Generative AI. Join this event hosted by the AI Marketers Guild and BrainStation!
  • 8/2: 5-7pm: First Wednesdays in-person NYC, Mason Jar on E 30th. RSVP on Meetup!

July 11, Virtual
“You’re invited to participate in an experimental meeting designed to test how a meeting’s location and technology impact meeting results. By participating in this experiment, you can help answer questions about when groups should meet in person and how to have the best possible meeting experience no matter where you might be. You may also experience new meeting techniques and technology that you can use in your work.”

July 12 -13, Brooklyn
“The Lead Innovation Summit is where 2,000+ leaders from the fashion, beauty, home, consumer & retail innovation community converge to learn from and connect with scaled brands, digital natives, & technology enablers. They come to optimize growth strategies, solve key challenges,  identify the technology partners, and reduce the risk of being disrupted. The two-day summit features more than 140 stand-out speakers and 45 content sessions. The program breaks down every aspect of a brand’s direct-to-consumer business, online and offline. For leaders focused on marketing, advertising, e-commerce, digital, stores, customer experience, last mile, data, strategy, innovation, and information technology, this is the only place to holistically experience the future of brand-to-consumer.”

July 12 – 14
“Genuine connections in a digital world. For our 13th edition, Startupfest returns to Montréal but with a new and exciting direction. This year we’re honing in on two major shifts in society; the augmentation of humans by machines, and the newfound importance of genuine human connection. In 2023, we’re embracing both of these changes and weaving them into every part of Canada’s original startup event.”

September 26-28, Washington D.C.
“Content Marketing World 2023, the largest gathering of content marketers in the world, is in an all-new location, Washington D.C., September 26-29. Produced by the Content Marketing Institute, #CMWorld is jam-packed with keynotes, sessions, workshops, and masterclasses, covering all aspects of content marketing. No matter your level of expertise, you can customize your experience at #CMWorld 2023. Come learn, network, and have fun making meaningful connections with fellow attendees and speakers before, during, and after the event. BONUS: Use the code SERIAL100 to save an extra $100 on your registration.”


Keep checking out the #jobs channel in Serial Marketers for more. You can also see our full list of job resources here. Here are some great opportunities shared in these places or sent to me directly.

Sr. Content Marketing Manager
Fully Remote, US
“I just started a new role this week as Director of Content Marketing at Splunk. I’m sourcing for a Sr. Content Marketing Manager for our thought-leadership team. The candidate must have experience managing surveys, working with SMEs to develop insights, and developing narratives that tell a story and help readers understand what the data means to them. We are looking for gifted storytellers who can write about technology trends in a unique, colorful, interesting way – i.e. not your standard, dry B2B voice. It’s an individual contributor role, fully remote, US only, except cannot be hired in CA Bay Area, Seattle Area, or NY Metro Area. Thank you!”

Studio Manager
New York, NY
“You & Them are a global brand that strives to transform and move brands forward proactively and creatively. You are a dynamic problem-solver where you’ll assist clients in tackling a broad range of business, brand, and organizational challenges, from setting direction to enhancing employee experience, customer experience, learning, and innovation. Responsibilities: Assisting client teams with room set up for client meetings including catering requirements. Taking ownership of the space after events, requesting help from the wider business when you require more support. Assisting client teams with room set up for client meetings including catering requirements…etc”

Senior Growth Marketing Specialist
New York, NY
Via Brittany in the community
“SoulCycle is looking for a growth marketing wizard to lead and scale an in-house performance marketing team. In this role, you will be responsible for acquiring new customers and driving  revenue across multiple channels, from paid social and paid search to email, referrals and in-studio marketing. Your work will drive customer segmentation, campaign execution and reporting, with a focus on continuous testing and optimization. The role will report directly to the Head of Revenue & Growth and work across multiple business groups, including Data Engineering, Product, eCommerce, Loyalty and Brand Marketing. We’re purpose-driven. With every ride, we aim to redefine health and happiness. It’s all about being more than a workout: SoulCycle is a mind-body-soul experience, built on community, love, respect, acceptance, and a lot of fun. It comes to life through the ride, the relationships, and the unparalleled hospitality. And all of that comes from our people. Join us—we’d love to have you.”

Chief Revenue Officer
“As the Ulman Foundation Chief Revenue Officer (CRO) you will be responsible for working with the CEO, COO, Sr. Director of Development, Sr. Director of Events & Experiences and members of the Ulman Foundation Board of Directors to evolve and lead the execution of the organization’s revenue generation strategies. In this role you will have both leadership responsibilities, management responsibilities, and individual contribution goals. As the CRO, you will be a second “face of the organization” alongside the CEO, and will represent the organization at events and in the community. You will collaborate with the CEO and Sr. Director of Development to lead our Development efforts, serve as a member of the organization’s leadership team, and be a key partner to our Events & Experiences, Marketing and Service & Care Delivery teams. You will also be personally responsible for creating and executing strategies that engage corporate partners, both large and small, in our community and in supporting our mission. You will identify and manage a portfolio of prospects, relationships, and partnerships focused on involving business leaders and employees in volunteering, fundraising, event attendance and sponsorship, and philanthropy.”

Also, check out the Serial Marketers job board

Other job resources (see a full list here):

  • Beeler.Tech: Job listings for ad operations, programmatic account management, sales operations, and more.
  • Braintrust: A freelance platform where you are the owner and where freelance talent keeps 100% of the bill rate.
  • Candidate: Featured marketing and sales jobs
  • ExecThread: Senior roles spanning a range of verticals and cities; membership is free but fully vetted (this uses my referral ID to get you in faster)
  • Lunch Club: Match 1:1 around predetermined goals with accomplished professionals (free)
  • NYC Ad Jobs & Networking: A popular Facebook group
  • Questions to Ask for a Marketing Role: What questions should you ask when starting a new marketing role or job?
  • Serial Marketers Job Board: Post regular and featured listings and subscribe for updates.
  • Venwise: Submit your job interests here and get in front of their roster of hiring leads; select “Serial Marketers” under “How did you find us”

Do you run or enjoy other job listing sites? Let me know, and I’ll share them.————————————————–

Reach Every Buyer on Earth

Find, contact, and close your ideal buyers with over 265M contacts
and streamlined engagement workflows powered by AI
Sign up for Free.

Comments to: Threads

Your email address will not be published. Required fields are marked *

Want to get all the updates in your inbox?

Want to get all the updates in your inbox?

Get the Serial Marketer Weekly​



Join our community that brings global marketers together!

Join our community that brings global marketers together!

Every month, dozens of others join and add to the success stories of professionals who find business partners, save time vetting technologies, meet inspiring people, and learn new ideas that help them further excel in their roles and careers.