Threads Ads Are Officially Here: What Advertisers Should Know Before Testing

Meta has officially expanded Threads ads to all advertisers, marking the next phase of the platform’s evolution and giving brands another placement option to expand reach and engagement. While Threads may still feel like the “new kid on the block,” its integration within the broader Meta ecosystem (and its massive user base) make it worth a look for performance marketers.

So, what do we know so far, and how should advertisers be thinking about Threads in their paid social strategy? 

How Threads Ads Compare to X (Formerly Twitter)

Let’s get this out of the way: yes, Threads is functionally similar to X in how users consume content. But there are some key differences when it comes to the ad experience:

• Placement options are still limited on Threads; currently, only in-feed ads are available.
  
  
• Threads’ user base skews younger and is growing steadily thanks to its seamless connection to Instagram.
  
  
• Meta’s targeting capabilities are significantly more refined than X’s, with the added benefit of cross-platform data from Facebook and Instagram.
  
  
• Meta also has much stronger brand safety guardrails, which continues to be a major pain point on X.

While Threads is still maturing, it comes with the benefit of being built within a robust and advertiser-friendly ecosystem.

When and Why to Test Threads Ads

The good news? If you’re already running Meta or IG campaigns, Threads is just another placement you can include in your setup—no separate strategy needed.

I recommend enabling Threads now to:

• Expand reach without adding budget or complexity
  
  
• Increase touchpoints in your customer journey
  
  
• Get early insights on what types of creative and messaging resonate in this format

Just don’t expect Threads to drive noteworthy performance right away; the audience is still growing, and placement options are limited for now.

What Targeting Should You Use?

Stick with your existing Meta/IG targeting. Since Threads pulls from the same campaign settings, you don’t need to build a Threads-specific audience.

I’m also leery of trying to build cross-platform user journeys (e.g. reach users on Threads and retarget on IG), as user overlap across platforms isn’t guaranteed. Treat Threads as a complementary boost, not a siloed strategy.

Creative Tips for Threads

No need to reinvent the wheel here—standard Meta/IG creatives are totally fine. But if you’re seeing strong results or Threads expands its ad formats, you might want to explore more native-feeling content, like meme-style visuals or retweet-format messaging (similar to what performs well on Reddit).

Threads ads are here, and they’re easy to test if you’re already running Meta campaigns. The platform is still evolving, but with Meta’s powerful targeting and data ecosystem behind it, Threads could become a key channel for reach and engagement—especially for brands targeting younger audiences.

For now, keep it simple: turn it on, watch the data, and optimize as needed.