Threads Ads Are Here — Meta Just Opened Up a New Campaign Channel

As of April 23, 2025, Meta has expanded advertising on its Threads platform to all eligible advertisers worldwide. Ads now appear directly in the Threads feed as sponsored image-based posts. Campaigns can be set up through Meta Ads Manager using either Advantage+ automation or manual placement selection. Threads is included by default in new Meta campaigns. Read the official announcement from Meta.

Image: Meta

From Limited Rollout to Global Availability

Initially, Threads’ ad placements were limited to select brands in the U.S. and Japan. This global expansion signifies Meta’s commitment to monetizing Threads as part of its core ad inventory. Threads, launched in July 2023, now serves over 130 million monthly users globally, with growing interest from both creators and advertisers.

Understanding Threads’ Unique Context

Threads is a text-first, conversation-driven app—more group chat than Instagram clone. That means brand creatives need to shift tone and format. Glossy visuals won’t stand out here. Instead, focus on sharp hooks, conversational language, and native-feeling messaging that feels personal and scroll-stopping.

Early Adoption Benefits

Advertisers embracing Threads early may enjoy lower competition and stronger engagement. With fewer brands in the mix, attention is less fragmented—especially useful for:

• Testing new brand positioning or hooks
• Launching awareness plays without Instagram’s CPM pressure
• Re-engaging cold audiences in a quieter environment

Format & Reporting: What You Can (and Can’t) Do

Currently, Threads supports only single-image ads, with video and carousel formats expected soon. Reporting is lighter than Instagram, but Meta confirms that performance insights and features will grow as adoption increases. Threads ads also run across Facebook and Instagram by default, unless manually adjusted.

Strategic Recommendations

To succeed on Threads, rethink your creative and copy strategy:

• Write like a user: Casual tone, concise language, and direct offers resonate more.
• A/B test early and often: Find what tone and structure clicks with Threads users.
• Don’t overproduce: Raw, relatable visuals may perform better than polished assets.

Conclusion

Threads isn’t just another checkbox in Meta Ads Manager — it’s a contextual shift. Brands that adapt early and build Threads-native campaigns will likely see better efficiency and creative learnings they can apply across Meta’s broader network. Don’t wait until it’s saturated — test now while the signal is strong.