Meta has officially launched Threads Feed ads globally, opening a new opportunity for advertisers to test a lightly competitive, conversation-driven space.
Meta's Threads has officially entered the paid media chat. The text-based social app, launched by Instagram in July 2023, is no longer just a test-and-learn playground. With over 130 million monthly active users and a growing presence in key markets like the US, India and Brazil, Threads is becoming a meaningful channel for real-time conversation and brand engagement.
This Spring, Meta rolled out ads in the Threads Feed to all eligible advertisers globally. This move expands the app's role within Meta's broader ecosystem and introduces a new way for brands to connect with its young, male-skewing audience. Here's what advertisers need to know.
Threads 101
Threads is Meta's text-first, conversation-based social platform, developed by the Instagram team. The app focuses on authentic exchanges, trending commentary and community engagement. It's visually similar to X (formerly Twitter) but is tightly integrated with Instagram, allowing users to log in with their IG credentials and follow the same accounts. Threads saw over 100 million sign-ups in its first week, making it the fastest-growing app at launch. While usage dipped post-launch, recent feature updates have stabilized daily engagement. Brands have used Threads organically to develop timely brand voice and participate in cultural conversations. Now they have a chance to scale that engagement through paid ads.
What Are Threads Feed Ads?
In April 2025, Meta began rolling out advertising capabilities in the Threads Feed.
- Ad Format: Static image units served between organic content
- Availability: On by default for campaigns using Advantage+ or Manual Placements
- Objectives Supported: Awareness, traffic and sales
- Creative Note: Video formats and partnership ads (boosted posts) are not currently supported. If video is included in a campaign using Threads, Meta will automatically prevent delivery in this placement.
Why It Matters
The launch of Threads Feed ads signals Meta's investment in Threads as part of its larger platform strategy. Here's why advertisers should care:
- Part of a bigger picture: Threads Feed is one of many placements within Meta's suite, not a standalone strategy
- Efficient optimization: Meta's algorithm will include Threads if it delivers results, just like any other placement
- Lower auction pressure: With fewer advertisers in the space, early adopters may see reduced competition and favorable pricing
- Evolving behavior: Not every brand will win here. Threads usage is still developing and should be closely monitored
Brand Safety and Suitability
Meta is testing an inventory filter for Threads, providing advertisers with brand suitability controls similar to those on Facebook and Instagram:
- Expanded inventory: Maximum reach, adjacent to content that meets Meta's monetization standards
- Moderate inventory: Excludes highly sensitive content, may lower reach
- Limited inventory: Excludes additional sensitive topics and live video, lowest reach potential
Best Practices for Threads Feed
Given that the platform is still maturing, advertisers should approach Threads Feed with a testing mindset. Early creative guidance includes:
Image Creative
- Add logo to the top right with light opacity
- Include short text on the asset
Match the Native Tone
- Use a casual, conversational tone
- Avoid overly polished or corporate-sounding copy
- Keep it short, punchy and text forward
- Lead with a strong hook in the first 1-2 lines
- Avoid large blocks of text
Spark Engagement
- Threads is built for public dialogue
- Ask open-ended questions
- Try reply bait formats
Test and Learn Early
- A/B test hooks, tones and formats
- Monitor sentiment and optimize based on replies vs ignores
What This Means for You
Threads Feed ads represent a timely opportunity to reach audiences in a conversational, real-time environment using the same tools and strategies you're already leveraging across Meta. For brands looking to stay ahead of platform shifts and tap into emerging behavior, now is the time to test.
We can help you integrate Threads Feed into your broader paid media strategy. Our team will work with you to:
- Set up Threads Feed as part of Advantage+ or Manual Placement campaigns
- Align creative strategy with what performs best on Threads
- Track early performance signals and audience engagement trends
- Provide guidance on brand suitability settings and inventory filters
- Offer ongoing optimization and recommendations for scaling
Threads Feed isn't meant to replace other placements. But it can be a smart addition for brands focused on awareness, engagement or building community in real time.
Want to get started with Threads Feed ads? Contact us.