Thread Wallets uses video, social media to tell its story

“This is the story of Thread, and the one wallet that started it all. It’s a story of love and adventure and murder most foul.”

“Murder?”

“OK, not murder. But it involves a surfer, broccoli, a beautiful girl, her sewing machine, and this guy!”

Thirteen seconds into this 3:30 video, Thread Wallets has already captured its audience’s attention.

Since it was published in 2021, the YouTube video has accumulated 5.4 million views and 147 comments, many of them about the advertisement itself (see image).

Not only did this dramatically increase brand awareness for the company, but it also showcased their storytelling strengths in video form.

Thread Wallets has kept this awareness in their social media platforms today, especially on their Instagram profile.

The brand publishes almost once every day on Instagram, boosting their credibility and reliability among their viewers, and most of their content are Reels, short-form vertical videos on Instagram, signified by the clapperboard symbol on the upper right of the post.

With the fast-paced structure of Instagram, Thread Wallets only has a couple seconds to attract and keep a user on a Reel. From their YouTube video in 2021 to their content on Instagram now, they have remained consistent in their ability to capture a reader’s attention.

Reels span from 10 seconds to a little over a minute. Watch their content from multiple facets, all accompanied by trendy, toe-tapping music:

• their models using Thread’s products
• the products themselves
• behind the scenes with a Thread Wallets designer
• short, witty skit demonstrations
• clever interviews with subtle product placement (this one’s my favorite)
• giveaways and promotions

The video and advertising team behind Thread Wallets is not limited to Instagram’s vertical format, however. Their Oct. 29 Reel introducing their Fall 2023 collection pushes the envelope of vertical video, inviting their viewers to rotate their phones to enjoy the horizontal video (see below).

Despite its length, the upbeat music, energetic scenes and vibrant colors keep the viewer in suspense for over a minute — a win for an Instagram Reel.

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