Meta brings ads to Threads: What marketers should expect
Threads is officially open for ads. Explore how to capitalize on Meta’s newest platform expansion.
Meta is moving full speed ahead with monetization on Threads, announcing the global rollout of ads within its fast-growing platform.
Starting this week, eligible advertisers can place image-based ads directly inside the Threads feed—a significant shift for the Instagram-linked app, which now boasts 300 million monthly active users.
This article explores what the Threads ad launch means for marketers, why it matters now, and how brands can strategically adapt to Meta's expanding ecosystem.
Short on time?
Here’s a table of contents for quick access:
- What’s happening with Threads ads?
- Key features and controls for advertisers
- Why the Threads ad expansion matters
- What marketers should know
What's happening with Threads ads?
After months of limited testing with select brands like Wendy’s and media agency GroupM, Meta is officially opening up Threads for wider advertising access.
Advertisers using Meta's Advantage+ automated placements—or opting into manual placement setups—will automatically include Threads inventory unless they opt out. Ads will appear natively between user posts as standalone images, designed to blend into the scrolling experience.
Notably, Meta is extending its brand safety standards to Threads, offering advertisers controls to manage where their ads show up. Additionally, users will have some power over their ad experiences through personalization settings.
This expansion is a major milestone for Threads, which launched in July 2023 as a direct rival to X (formerly Twitter), aiming to create a text-based social space within Meta's ecosystem.
Key features and controls for advertisers
- Default Inclusion: Threads ad inventory will be included by default in new Meta campaigns unless marketers manually deselect it.
- Advantage+ compatibility: Brands leveraging Advantage+ will seamlessly extend campaigns across Threads without extra lift.
- Brand Safety Standards: Meta will apply its full suite of brand safety and suitability controls to Threads ads.
- Ad Control for Users: Users can adjust ad preferences, offering a slightly more customized experience and potentially reducing ad fatigue.
Early testing brands like Wendy’s highlighted the platform’s potential for community-building, while agencies like GroupM emphasized the value of early audience insights.
Why the Threads ad expansion matters
Meta’s move signals a serious intent to make Threads a meaningful revenue channel, not just an engagement sandbox.
With 300 million monthly users—many cross-pollinated from Instagram—Threads offers brands access to a familiar yet fresh audience base.
For marketers, this means a new mid-funnel advertising opportunity that could complement strategies currently reliant on Instagram Reels, Stories, and feed ads.
It also reflects Meta’s broader strategy to diversify ad surfaces as competition intensifies across TikTok, YouTube Shorts, and other emerging social ecosystems.
What marketers should know
Here’s how marketers can make the most of Threads' new ad opportunities:
- Test early for first-mover advantages
Threads is still relatively fresh, meaning lower CPMs and less ad fatigue compared to saturated platforms. Brands that get in now can learn faster and optimize ahead of competitors.
- Tailor creative for the Threads vibe
Threads isn’t just another Instagram clone. Content here tends to be more conversational and less polished. Marketers should experiment with simpler, more text-focused creative that feels native to the feed.
- Balance reach with brand safety
Take full advantage of Meta’s brand safety tools to ensure placements are aligned with your brand values. Monitor performance closely and adjust if ad placements aren’t meeting expectations.
- Monitor audience behavior closely
Threads’ user base is still evolving. Some demographics may mirror Instagram’s core audience, while others may skew toward text-based communities traditionally dominated by X. Marketers should track engagement metrics to better understand if Threads becomes a viable long-term channel.
- Be ready to pivot
Threads' success isn’t guaranteed. Brands need contingency plans to shift spend if user engagement drops or if platform policies change. Flexibility will be key.
The Threads ad rollout marks an important evolution not just for Meta, but for marketers navigating a volatile social media landscape. By testing early, adapting content strategies, and prioritizing brand safety, marketers can tap into new growth opportunities—while staying agile enough to pivot if the platform’s trajectory shifts.
Threads may still be finding its identity, but for brands willing to experiment, it’s a fresh stage for building community and sparking engagement in a new (yet familiar) Meta environment.
