Meta launches ads on Threads

Well, it was only a matter of time: Meta has officially launched ads on Threads. This isn’t a surprise. After all, Threads has been positioning itself as the better behaved version of X. Now, with its ad rollout, brands and businesses have the opportunity to get in front of its growing user base, all 300 million of them.

What this presents marketers with is a fresh opportunity to reach engaged audiences in an ad space that is less saturated (for now!) It’s also further proof of Meta’s ad-centric funding system.

But how can your business benefit? And how should you be approaching ads on a brand new platform? Let’s break it down.

• Introduction: Meta expands ads to threads
• How Threads Ads work: Formats, targeting placements
• Why Meta is monetising threads now
• How Threads compares to Instagram and Facebook Ads
• How Threads compares to X ads
• Best practices for brands advertising on Threads
• The future of Ads on Threads: What's next?

Introduction: Meta expands ads To Threads

Meta has officially launched ads on Threads, marking a major step in monetising its Twitter-like platform. This move was pretty expected, given Threads’ rapid growth since its launch in mid-2023.

For advertisers and digital marketers, this represents a new opportunity to reach engaged audiences in a fresh, competitive space. And there’s potentially something quite big on the horizon with this change. With X losing ad revenue, Threads could become a key player in social media advertising as one of the big players undergoes a radical change in user-base.

How Threads Ads work: Formats, targeting placements

Threads Ads has its own system for ad placement, based on the familiar traits of Google and Meta Ads. It’s early days, however, so there are a few elements found in other platforms that you can’t yet get in Threads. Watch this space!

Ad formats

• Sponsored posts appear seamlessly in users' feeds, similar to Instagram ads.

• Currently, only static image and carousel ads are supported. This will almost inevitably change over time as the platform gains users and advertising revenue.

• Video ads and interactive formats could be introduced in future updates.

Targeting options
Threads ads use Meta’s existing ad infrastructure, allowing brands to target audiences based on:

• Demographics

• Interests

• Behaviour across Facebook and Instagram

• Custom and lookalike audiences

Ad placements

• Ads are integrated natively into Threads’ feed, so to the casual user, they look very similar to organic posts.

• One important note: There’s no standalone Threads Ads Manager. So you’ll run your  campaigns through Meta’s broader ad platform.

Why Meta is monetising Threads now

Threads’ user growth and engagement
This all boils down to engagement on the platform. Despite a drop-off in early adoption, the number of monthly active users on Threads remains strong.

Meta has been working on retaining users by improving functionality and engagement, but alongside this comes the need for the platform to be profitable and ultimately useful to digital marketers. Hence, Threads Ads. 

How this fits into Meta’s ecosystem
Meta wants to diversify ad revenue beyond Facebook and Instagram. So Threads provides a new revenue stream while keeping users within the Meta ecosystem.

Advertisers benefit from cross-platform targeting using Meta’s ad tools, which could mean a simplified and streamlined approach to marketing on an entirely new platform. You can essentially transpose your existing Instagram and Facebook campaigns over to Threads with ease. 

How Threads compares to Instagram and Facebook Ads

Here's the thing; lower competition on Threads means potentially cheaper ad costs compared to Facebook/Instagram. Engagement rates could be higher due to Threads' cleaner, less ad-saturated environment.
However, you do have less data on user behaviour compared to Facebook, meaning targeting may be less precise initially. Over time, you can of course collect your own data from your niche audience segments.

How Threads compares to X Ads

Key differences in ad targeting and user behaviour
Threads lacks the trending topics and hashtags that X does so well in capturing, making it less real-time than X. As a result, you’re more likely to see one-off posts that are standalone pieces of content, not just a stream of reactions to breaking news and trends.

Audience engagement on Threads tends to be more conversational, rather than reactive to events and news. This places Threads closer to the camp of Facebook or LinkedIn in terms of user engagement.

Is Threads a strong alternative for brands leaving X
Currently, Threads presents a more brand-friendly environment with stricter content moderation. Meta’s ad infrastructure provides familiar, effective targeting options, making it an easy transition for marketers.

Threads still lacks X’s virality and cultural influence, so it’s not a 1 to 1 replacement, yet.

Best practices for brands advertising on Threads

If you’re jumping into your first campaign on Threads, here are a few tips to get you started on the right foot.

Creative execution and ad performance tips

• Keep ads conversational and engaging, in line with how users are already interacting on Threads.

• Use eye-catching visuals. Static images and carousels need to stand out in the feed.

• Avoid overly polished corporate messaging. Threads’ tone is more relaxed and informal.

Aligning Threads Ads with broader paid social strategies

• Combine Threads ads with Instagram and Facebook for full-funnel marketing.

• Test Threads ads alongside other Meta platforms to gauge performance.

• Leverage Meta’s cross-platform retargeting to move users down the funnel.

The future of Ads on Threads: What’s next?

The future of Threads is something to watch with interest, especially in the context of the current X fallout for many marketers. Here’s what we expect to see over the coming months.

Possible expansion of ad formats
Video ads will likely be introduced as engagement grows. Interactive ad formats (polls, Q&A, carousel videos) could follow. Ultimately, we expect the platform to become as dynamic and feature-filled as its competitor platforms.

Further monetisation strategies
Threads could introduce premium ad placements or sponsored trending content, similar to platforms like Substack or Instagram. We suspect the platform will also introduce more advanced targeting based on user engagement patterns.

In Conclusion

If you’re looking for a low-competition space to try out some new ads and bring in a fresh audience, Threads ads may well be the answer. If you act fast, you’ll be able to secure your brand presence on the platform before it inevitably becomes oversaturated like many other social channels.

While Threads isn’t an instant replacement for other existing social ad platforms, we’d recommend it as a healthy option for multi-channel marketing. As an early adopter, you’ll have a natural advantage, so now’s the time to jump on board and benefit.