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Since its big launch in July 2023, Meta’s Threads has gained a lot of attention. It’s seen as Meta’s response to X (previously known as Twitter) and quickly grew popular because it connects well with Instagram. The latest update is that Threads is now testing ads, showing that Meta wants to make money from this new platform. For marketers, this is an exciting chance to explore new opportunities.

The Beginning of Advertising on Threads: What We Know

Meta has started a limited ad test on Threads, focusing on image ads in the United States and Japan. This trial includes a small number of brands and will help Meta understand how users respond to ads in their feeds. These ads will show up naturally in users’ home feeds, but only a small percentage of users will see them at first. This careful approach allows Meta to collect important feedback before expanding.

Key Features of the Initial Ad Test:

• Format: Image-based ads only.
• Placement: Within users’ home feeds.
• Availability: Limited to select brands in the United States and Japan.
• Integration: Advertisers can easily add Threads to their existing Meta campaigns with a simple checkbox, but there’s no guarantee for placement during this trial.

Meta’s goal is to see how users interact with these early ads. This step-by-step testing is common for new ad products and helps ensure a good user experience.

Threads’ Growth and Demographics: A Rapid Ascent

Threads grew incredibly fast, reaching 30 million users within the first 24 hours and 100 million in just five days. By early 2025, Threads had over 350 million monthly active users. This rapid growth and its connection to Instagram make Threads appealing for advertisers.

Threads User Growth Milestones:

Data as of early to mid-2025, based on latest available reports.

Who is on Threads?

While more details about users are being built, here are some key points:

• Gender Split: About 58% are male and 42% are female.
• Age: Many users are from Gen Z, especially men aged 15-23.
• Geographic Spread: Threads is available in over 100 countries, with top downloads from India (33%), Brazil (22%), and the U.S. (16%). It launched in the European Union in December 2023.

This shows that Threads has a younger, diverse, and mostly male audience, which brands can target in interesting ways.

Brand Safety and Control: Meta’s Commitment

Meta is serious about keeping ads safe for brands. They offer controls for advertisers and users:

• Ad Controls for Users: Users can skip, hide, or report ads they don’t like. This feedback helps Meta improve ad delivery.
• AI-Powered Inventory Filter: This tool helps advertisers choose the types of content their ads appear next to, helping them stay on-brand. Advertisers can select between “Expanded,” “Moderate,” or “Limited” inventory to match their comfort level.

Why Advertisers Should Be Excited (and Prepared)?

For brands using Meta’s tools, Threads is a great opportunity:

• Seamless Integration: Adding Threads to existing campaigns is easy. Businesses can quickly include Threads in their ads, lowering barriers for early users.
• Early Adopter Advantage: Being one of the first to advertise on Threads can give brands a competitive edge. They can learn what works best on the platform while enjoying lower ad costs compared to Facebook and Instagram.
• Visual and Conversational Opportunities: Threads focuses on visuals and casual conversations, allowing brands to create engaging ads that blend in with the platform.
• Audience Extension: If brands already reach their audience on Instagram or Facebook, Threads offers a new way to connect with them.

Performance and Engagement: A Promising Outlook

Early engagement data suggests Threads holds significant potential. While initial high engagement rates in its first few months have stabilized, the platform still shows strong performance. For instance, a comparison of median engagement rates from January 2024 to January 2025 revealed:

Source: Buffer, January 2025, median engagement rates. Note: Instagram’s lower public engagement rate is attributed to more private interactions like DMs and saves.

This data shows that Threads’ engagement rates are notably higher than X and even surpass Instagram’s public engagement. This indicates a highly interactive user base that is receptive to content and conversations.

Next Steps for Marketers!

Threads is clearly moving beyond its experimental phase and establishing itself as a serious player in the social media landscape. For marketers, the message is clear:

• Get Ready for Activation: If you’re currently running campaigns on Facebook and Instagram, be prepared to activate Threads as a placement as soon as it becomes broadly available in your region. The setup will be straightforward within Ads Manager.
• Start Small and Iterate: When you begin testing, allocate a small portion of your budget to Threads. Monitor performance closely, paying attention to metrics like impressions, clicks, and engagement. Use these insights to optimize your creative and targeting strategies.
• Prioritize Authentic Visuals: While video ads are also being tested, the initial focus is on image ads. Experiment with high-quality, engaging images that resonate with the platform’s conversational tone. Think less polished, more authentic.
• Stay Informed: Meta will continue to expand this test and release more features and data. Keep a close eye on official announcements and industry reports to stay ahead of the curve.
• Consider Your Brand Voice: Threads thrives on authentic, often informal, conversation. Develop a brand voice that aligns with this environment. Brands like Marvel, CNN, Google, and Wendy’s have already found success on Threads by embracing unique tones, humor, and interactive content.

The integration of ads marks a pivotal moment for Threads. With Meta’s robust advertising infrastructure and a rapidly growing, engaged audience, Threads is poised to become a vital component of many brands’ digital marketing strategies.

Don’t wait for the competition to catch up – be an early mover and unlock the vast potential of advertising on Threads. Now is the time to explore this new opportunity. Contact us today to begin your Threads ad campaign!