Digital Marketing Blog

Threads: A Shiny Start, But What’s Next?

Threads: A Shiny Start, But What’s Next?

In the ever-evolving landscape of social media, new platforms emerge like shooting stars, each promising to offer new and exciting ways to connect with people and brands worldwide.

Threads, a promising newcomer, burst onto the scene with a bang (and the weight of Meta behind it), and we were all alerted to the fact that it achieved an impressive 100 million sign-ups in its first 7 days. However, despite its initial buzz and a loyal following among some key brands, the question lingers: has Threads met an early decline, or has reality set in that the hype didn’t quite match reality?

There’s no doubt that Threads was a breath of fresh air in the social media universe. Gone were the usual chaotic timelines of endless scrolling, Threads offers a much more organised approach to sharing content with engagement at its core. With Threads, content becomes a breeze to digest through threaded discussions, creating a virtual conversation-like experience that lets us connect on a new level.

This unique approach to social media has got the Gravity team thirsty for more, here’s what we love about Threads:

  1. Streamline the Conversation – Threads simplifies chatting without feeling lost in the crowd. It’s a go-to for deep dives in content, lively debates and engaging Q&A sessions, especially from big brands.
  2. Collaboration Paradise – Brands and users thrive on Threads, using it for meaningful discussions and collaborations. Long-form content and genuine interactions? Sign us up!
  3. Escape the Noise – You can take charge of your experience by cherry-picking the threads you want to follow, putting an end to information overload.
  4. Community Wonders: Threads has amazing niche communities where people with shared interests can connect. It allows brands to discover dedicated fan bases in these spaces.

Big tech titans like Apple and Google embraced the platform to foster discussion about their latest innovations, and updates and engage with the tech world. In other industries, fashion forward brands Gucci and Adidas have found a home with Threads, allowing for in-depth conversations about trends, sustainability, and style tips. Despite the multitude of things to love, Threads has faced challenges, which in turn seems to have limited its user base from growing any further:

  1. A Bit Too Complex? – While the threaded style format is as neat as a pin, it can leave some users scratching their heads. If you’re used to the simplicity of mainstream platforms, it takes a little bit of time to get the hang of it.
  2. Nothing Instant Here – Threads excels in deep conversations, but it’s not your go-to for quick, casual chats. It just doesn’t scratch that instant gratification itch.
  3. Where is Everyone? –  Discovering new stuff is a bit tricky. Threads relies heavily on followers, making it a challenge for newbies and brands to get noticed on the big stage.
  4. Big Players in the Game – Threads has to face off with the big dogs of social media, who keep adding Threads-like features, making it harder to stand out from the crowd.

The question on our lips is ‘Will Threads meet an early end?’ We hope not! Some users and brands continue to find value in it, especially niche communities. We’re sure that Threads will remain a haven for meaningful conversations, away from the noise of the mainstream platforms. Threads is an exciting newbie, which has caught our attention with its unique approach to online interactions. While it might not be the social media superstar we thought it’d be, it’s found a comfy spot in many hearts.

It’s hard to deny though that Threads isn’t having a hard time maintaining a user base, suffering a drop of about 80% in the volume of user traffic after the first month. Threads’ journey reminds us that not every new platform can dethrone the social media giants like X (cheerio to the friendly blue bird), Facebook and Instagram. But while Threads might not take the throne, it’s still the spot where some of us love to chat, collaborate and more. Meta is working on stabilising the platform and adding new features to retain users, but is it a little too late?

What we can say is that we’ve seen social platforms continue to ride the popularity wave through rough seas. Take X for example, despite branding changes and a lot of recent upheavals, there are still around 100 million daily users spending at least 25 minutes a day on the platform

So, what’s next for Threads? Only time will tell, but one thing’s for sure – it’s quite the ride!

Digital Marketing Blog

A Day in The Life of an SEO Specialist

A Day in The Life of an SEO Specialist

One keyword at a time, SEO is a valuable and important part of keeping a website visible, relevant and healthy in the eyes of search engines. The demand for SEO is at an all-time high and this fast-paced, innovative, and ever-evolving sector shows no signs of ever slowing down.

Have you ever wondered what the day-to-day work includes for an SEO specialist? How they work their “magic” on the digital world? To shed some light we’ve decided to let you peek into a day in the life of Eliza here at Gravity who eats, sleeps and dreams of analytics, tools, graphs and keywords.

First Things First: What Is SEO?

SEO stands for “Search Engine Optimisation” and it is the process of improving your site to increase its visibility when people search for products or services related to your business in search engines.

In a digital first world, SEO is a fundamental part of digital marketing and is the primary source for digital traffic for brands, supporting all other marketing efforts.

What Does a SEO Specialist Do?

Depending on the needs of our clients my role adapts and changes, but while not all SEO specialists do the exact same work, day in day out there are some general roles we play.

Keyword Research

Keywords are the pillar of SEO, it’s much more complex and technical that splashing popular keywords on a page and hoping to land on the first search page. For keywords to work their magic, we balance a lot of factors continually, like competitiveness and relevancy, making technical and on-page SEO changes to get the best outcomes.

Optimising the Site

A huge factor in the SEO jenga tower is managing and optimising high-quality content, clean HTML, fast load times, internal links, and solid metadata. Continually putting these factors through their paces helps to increase conversion rates.

Building Links

Link building is a fine art of building external and internal links to add value to readers and search engines, playing a crucial role in SEO success. In SEO we spend a lot of time identifying opportunities and monitoring existing links to create trustworthy link building strategies.

Analysing Data

A big part of my role in both SEO and PPC is analysing data, as we rely heavily on metrics to drive winning SEO campaigns forward. I’m a self-confessed data nerd, so there’s something about the way data trends and SEO work in unison that really drives my passion. We monitor a lot of channels including Google Analytics, Google Webmaster Tools and Google Search Console, as well as performing competitor audits and tracking trends and ever-changing algorithms.

What is a Standard Day Like?

I will say that no two days are the same in the world of SEO but this is how my day tends to look…

6:30am: Wake up to my soothing alarm clock that is a small dog called Dudley, he usually ends up waking me up before my alarm so we get plenty of cuddles in! I get up and then we go out for a long walk before work, this just helps my brain to kickstart and dust off the cobwebs (autumn walks are the best!)

7:30-8am: Depending on whether I’m commuting or sitting down at my desk with a coffee (lots of it!), my start time changes, but I like to beat the morning rush and get an early start.

If I’m commuting, I like to listen to podcasts on my journey (I get about 40 mins of listening time!), my favourite ones at the minute are The Digital Marketing Podcast or The Diary of a CEO. Just helps to get my brain kickstarted for the day!

8am-12pm: After checking my to-do list, I get cracking with urgent tasks that have cropped up overnight or prep for any meetings. I then check on the organic performance for the past 24 hours and report it to other members of the team if there’s significant fluctuations.

I run site crawls and identify any new issues that need to be fixed. Depending on if we’ve just launched a new site this changes as they need a lot of TLC to start with. During this time I also look at trends data to guide SEO tasks.

I tend to favour morning meetings to guide the day so team and client meetings tend to crop up.

12pm: Lunchtime! We’re an office of feeders (unfortunately not good on the waistline!) so when we’re in the office we walk into town for a bite to eat and to walk Dudley of course, who seems to be the Gravity office dog!

12:30-4pm: For the rest of the day, it’s always so different. It will usually be a task related to a specific client that could take me all day or more!

4-5pm: Home time! Because I get to work early and we have flexible working, I like to leave earlier than later and get on with one of my many odd extracurriculars.

Digital Marketing Blog

Giving Clarity to Microsoft Clarity

Giving Clarity to Microsoft Clarity

Microsoft Clarity has been around since 2018 and heatmaps, tracking user behaviour and seeing dead clicks aren’t new, but it is definitely worth paying attention to. This software is a great, and fun, insight into the depth of customer behaviour.

With so many analytical tools available it is hard to listen to them all, but essentially they are all monitoring the same information – who is coming to your website, from where and for how long. One of the things that makes Microsoft Clarity so good to use is that it is visual and can be fun as you can watch screen recordings literally looking at how a user is interacting with that page (it’s a bit spooky too seeing the cursor moving around the page unaided). The great thing about this software is that you can get some really valuable behavioural analytics without pawing through pages of stats. But as with everything, it is how you interpret the findings and what you do with it.

At Gravity we love putting Microsoft Clarity to good use. When a client has a new campaign or product and we have designed their web page – we can see quickly and visually if people are viewing the images and information as we intended – are they finding the right links, are they spending enough time on the page to get the information from it?

There is no doubt that Microsoft Clarity is a powerful analytics tool and if you listen closely enough, you can make your website more engaging just by looking and learning.

So what are the key features of Microsoft Clarity?

Session Replay:

This is definitely the sexiest bit of this software where you can see screen recordings of individual user sessions on a page which is addictive to watch as it tracks the cursor around the webpage. By seeing how people use your site, where they click, and where they get stuck, you can reveal common pain points and areas for improvement.


These show visual highlights of user activity on your website and the mapping shows the most frequently clicked areas so you can see popular sections or links. Heatmaps can help you optimise your website’s layout and make data-driven decisions to enhance user engagement.

Behaviour Flow Analysis:

This is a useful, but not original, tool to be able to see a users journey – where they landed, what they did when they got there and where they exited. Looking closely at this data can help identify pages that may have a call to action that people just aren’t actioning and eventually can give a story to help you optimise the structure of your website and keep users engaged.

Click and Scroll Tracking:

Not messing around with fluffy marketing words Clarity refers to lost or ineffective clicks as ‘Rage Clicks’, Dead Clicks’, Excessive Scrolling’ and ‘Quick Backs’ which to be fair, are very descriptive and quite right. But what these give you is an impression of where people get lost, frustrated or just don’t find what they are looking for – the aim is to get them all down to 0%!

Our Thoughts

Microsoft Clarity is a free tool for a deeper understanding of a website – no matter what the size of the business or site. But a little knowledge of data can be distracting, as with any analysis of user behaviour there needs to be a wider understanding of why you want to take a deeper look and what you will do with that information when you have it. If it is just for interest then great, but if you want to use it to improve your website then you have to look at all the factors. User experience is key to engaging with visitors and if you have a well designed and developed website with quality and relevant information, then you have already succeeded.

From a privacy point of view it is also worth noting that although you are following someone’s cursor and what they do with a website, no user data is collected apart from country location, so it isn’t really spying, as it is, Microsoft take privacy very seriously.

Getting started does require a little bit of faffing around though – you have to embed some code onto your website to enable the software to connect and start collecting data. But once this is done, you’re all set and ready to roll.

Give it a go and enjoy!

Digital Marketing Blog

Gravity Digital Signs Up To Support DCCT

Gravity Digital Signs Up To Support DCCT

We have teamed up with Derby County Community Trust (DCCT) to help break down barriers facing young people keen to further their education and training.

As part of DCCT’s Partners Programme we chose to specifically align the organisation’s Education Hardship Fund as part of their commitment to support young people into the workplace.

DCCT established the Education Hardship Fund to support young people who may have a financial barrier to accessing the charity’s wide range of educational courses and supports their travel, kit costs and living expenses.

In the coming academic year, more than 700 young people will be part of the education programme which ranges from football and education to sport-related degrees.

As a Derby-based marketing agency, we have long been in awe of the incredible work that DCCT does across Derbyshire and the positive impact that this has on the lives of so many people in our local communities.

Their work closely aligns with our ethos of putting something back into the communities where we all live, work and enjoy.

Education and employability skills are particularly relevant to our fast-moving digital marketing sector which relies on the enthusiasm, positive attitude and flexibility of young people who are the future of this industry.

We were therefore keen to specifically support DCCT’s commitment to ensuring a level playing field and I hope that our support for the Hardship Fund will make a real difference to young people’s lives.

DCCT Business Development Manager Pete Collins writes: “We are delighted that Gravity Digital has joined our Trust Partners Programme alongside so many other notable local businesses.

“The Education Hardship Fund is crucial to support young people who might otherwise struggle to continue their education and training due to financial constraints.

“We have had many notable successes over the years including Gemma Barrowcliff who is now an administrator in the education and employability department having graduated from our Kickstart Employability scheme.

“She is a shining example of the power of education, and, with the support of Gravity Digital and other Derby businesses, many more young people will be able to achieve their potential and get the first step on the career ladder.”

Header picture shows, from left: Andy Smith, Gravity Digital; DCCT’s Pete Collins and Gemma Barrowcliff and Sharon Stevens-Cash

Pictured above is some of the Gravity team and clients at the DCCT Fundraising Ball in June 2023