New! Meta Ads on Threads: What Advertisers Need to Know Now
Meta has officially rolled out advertising on Threads, and it’s no longer just an experiment. This marks a major expansion of Meta’s ad network—and it’s something every Facebook and Instagram advertiser should pay attention to.
From Test to Global Rollout
Threads ads began as a limited test but have since expanded to a full global launch. Today, advertisers across the world can include Threads as a placement in their Meta ad campaigns. It’s now a core part of Meta’s ad ecosystem.
Easy Setup with Ads Manager
If you’re using Advantage+ or manual placements, you’ll now see Threads feed as a default option in Ads Manager. Unless you opt out manually, your ads are eligible to run on Threads alongside Facebook, Instagram, and Audience Network.
This keeps campaign setup simple and allows you to test Threads ads without additional steps or new creative.
However, you can also opt out of Threads if you want to, but as Facebook gets better with Ads on Threads the performance is likely to continually also get better.
Available Ad Formats
Threads started with image ads, making it easy to extend existing campaigns. Advertisers can use the same image creatives already running on Instagram or Facebook with just a single checkbox.
Now, video ads are also starting to roll out. Brands can use all aspect ratio formats in user feeds – with 1:1 b being preferred and not cropped, giving you more flexibility to experiment and scale performance across creative types.
It’s always a good idea to test both videos and image ads to see what performs better for you.
Why Threads Matters for Advertisers
More Reach for Less Cost
Whenever Meta opens up new ad inventory, it creates more supply. That often leads to lower CPMs—at least initially. Advertisers may find that Threads ads are more affordable compared to placements on Facebook or Instagram, especially during this early stage.
Reach New Users
Threads attracts a slightly different audience than Instagram and Facebook. This gives you the opportunity to reach users who may not be active elsewhere—without starting from scratch.
Improve Ad Frequency and Performance
Having another placement helps Meta optimize ad frequency more effectively. Instead of showing your ad once every few days, Meta can now deliver more impressions over a shorter window—leading to better recall and stronger conversions.
What to Expect Next
Threads advertising is just getting started. Here’s what’s likely coming soon:
- Additional formats like carousel and Stories
- More robust reporting inside Ads Manager
- Threads becoming a default placement in all new campaigns
- Greater creative flexibility across devices and post types
Meta’s investment in Threads suggests it’s here to stay—and advertisers should be preparing to test, learn, and adapt accordingly.
Action Steps for Advertisers
If you’re already running Meta ads, now’s the time to:
- Include Threads in your placements and see how it performs.
- Test both image and video creatives to identify what resonates.
- Track CPMs and results closely, especially in the early months.
- Refine targeting and messaging to fit the platform’s text-forward vibe.
Threads is here to stay!
Threads has officially entered the Meta advertising suite—and it’s bringing new opportunities with it. Lower competition, new audience reach, and better optimization options make this a smart time to test.
If you’re serious about Meta advertising, Threads should already be in your placement mix.