We're excited to announce that Threads is now available on TRAC as a new data source in Topic and Panel searches!

With this latest data source, marketers, researchers and comms professionals can now tap into one of today’s fastest-growing social networks to get valuable insights on public conversation, emerging trends, and audiences as they develop in a very brand-friendly digital space.

Threads is Meta’s latest addition to their suite of social apps. It is a text-based conversation app that currently boasts over 160 million users and is widely considered as a brand-friendly social media platform. Profiles and follower graphs are tightly connected with the ones users have developed on Instagram and as Meta puts it, it is a space "where communities come together to discuss everything from the topics you care about today to what’ll be trending tomorrow.”

The addition of Threads to Pulsar demonstrates our commitment to providing users with multi-modal signals from a wide range of data sources - and that’s because we understand that your audience as a brand is everywhere, from social media and news media to online forums and blog sites.

From today, Threads is available to add to your searches at no additional cost. Adding Threads to your existing searches is straightforward - simply edit the search and select the Threads data source and voila!

With this new data source, we’ve introduced a new Boolean Operator that can be used when creating a Boolean query. Insert “THREADS” in capital letters to activate the source operator, followed by the keywords and phrases that you want to track. Once it’s added to your search, Pulsar will begin collecting data in Real time, if enabled, or you can collect historical data for the last 30 days. For more information on our Boolean operator guide, then check out this Library article here.

Threads is still a relatively new social media platform, so naturally there will be some features that are still yet to be released, such as an explore page for users to explore trending topics. Using Pulsar empowers you to quickly discover these insights at the click of a button. In the example below, you can quickly glean which hashtags are trending over a given time, in relation to Donald Trump, who’s been in the news lately.

And if you are more interested in who is talking instead of what is being discussed, we have an entire section dedicated to understanding the audience of a given topic. From the Audience section, you can get some insight into the general makeup of the audience of a given topic, as well as understand which accounts are at the centre of driving the conversation, as shown below.
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Moreover, Threads has already built up strong audiences across their network with users taking advantage of being able to bring their followers over from Instagram. As such, notable media organisations like CNN, NBC News, The Washington Post and The Wall Street Journal have been leveraging Threads as a platform to cross-publish their content.

Threads data will be available on TRAC, where data can be collected via a Topic or a Panel search.

In terms of content, you can expect the following data points to be available:

On the author side, you will be able to see the following information:

As with any data source in Pulsar, we’ll provide you with additional text enrichments and analysis, for example, Language, Location, Sentiment, Emotion, Entities, Topics analysis and Image analysis. Head over to our Analysis page in our article library to learn more.

Please reach out to your account manager or support team if you have any questions or feedback. We’d love to learn more about how you will be using this data source in your searches and what else you’d like to see in future development.