Meta has been reshaping the digital advertising landscape for over a decade, and now, its latest social platform, Threads is becoming the next big frontier for brands. Originally launched as Meta’s response to Twitter/X in 2023, Threads has rapidly grown into a vibrant microblogging community. And in 2024, Meta officially began rolling out ads on the platform.

Fast-forward to 2025, advertising on Threads is no longer experimental—it’s essential. With over 175 million active users and seamless integration with Instagram, Threads is becoming a prime destination for performance-driven advertisers and forward-thinking brands.

In this guide, we’ll dive deep into how Threads advertising works, what ad formats are available, how to target users effectively, and what early performance data tells us. We’ll also explore the role of Meta Ads integration and what marketers should know to succeed in this new channel.

Why Threads Matters for Digital Advertising

Threads began as a minimalist, text-first space, but Meta has gradually transformed it into a more ad-friendly ecosystem without compromising its conversational tone.

Key advantages of Threads for advertisers in 2025:

• Integration with Meta Ads Manager: Run Threads ads alongside Facebook and Instagram from one dashboard.
• Access to Instagram’s Graph: Threads leverages Instagram’s social graph and behavioral data for targeting.
• Cross-platform reach: Seamless sharing between Instagram and Threads expands visibility.
• Rapid growth: Threads’ user base has seen consistent month-over-month growth since early 2024.

With its blend of real-time conversation and discovery-oriented feed, Threads offers a unique middle ground between Twitter and Instagram.

Threads Ad Formats Available in 2025

As of Q2 2025, Meta offers a variety of ad placements on Threads, designed to maintain a native feel within the feed:

1. Image Ads

• Full-width static image ads
• Appears between organic threads
• CTA buttons supported

2. Video Ads

• Short-form videos up to 60 seconds
• Auto-play with sound off by default
• Highly engaging for brand storytelling

3. Carousel Ads

• Multiple images or videos in a swipeable format
• Useful for showcasing products, steps, or benefits

4. Text-Only Boosted Threads

• Organic posts turned into sponsored threads
• Similar to boosting tweets or posts on Facebook

These formats are managed through Meta Ads Manager, allowing advertisers to repurpose creatives across Threads, Instagram, and Facebook.

Audience Targeting on Threads

One of the strongest aspects of Threads advertising is its deep targeting capabilities powered by Meta’s ecosystem.

Targeting options include:

• Interest and behavior-based targeting (inherited from Instagram)
• Custom Audiences (uploaded lists, website traffic, app users)
• Lookalike Audiences (based on Instagram & Facebook data)
• Geographic & demographic filters

Threads may be a new platform, but it benefits from over a decade of Meta’s data refinement.

Pro Tip: Threads engagement patterns suggest that shorter, more authentic content leads to better CTRs. Keep your ad copy conversational and time-sensitive.

Threads vs. Other Meta Platforms: Key Differences

Platform	Best For	Content Style	Ad Engagement Rate
Threads	Conversational brand voice	Text-first, informal	High (1.5–2.3%)
Instagram	Visual storytelling & shopping	Visual-first, curated	Medium–High
Facebook	Community & long-form content	Mixed media, structured	Medium

Threads allows for spontaneous brand interaction, similar to Twitter but without the noise. Its integration with Meta Ads provides both scale and precision.

Threads Ad Performance Insights (2024–2025)

According to Meta’s internal benchmarks and early agency data:

• Threads ads show 20–25% higher engagement rates than Instagram Story ads
• CPMs are currently 15–30% lower than Instagram Feed ads
• CTRs on Threads video ads average 1.8%, compared to 1.1% on Facebook

This performance sweet spot makes Threads attractive for brand awareness and mid-funnel engagement campaigns.

Example use case: A lifestyle D2C brand saw a 32% lift in website traffic and 20% higher add-to-cart rate when testing Threads ads in combination with Reels.

Best Practices for Advertising on Threads

To succeed with Threads ads, follow these proven tactics:

1. Keep it native

Write ad copy in a tone similar to Threads’ organic content. Avoid overly polished messaging.

2. Pair visuals with storytelling

Combine static or video content with engaging first lines to stop the scroll.

3. Leverage boosted Threads

Turn high-performing organic posts into sponsored ads to extend reach without recreating content.

4. Retarget based on Instagram & website data

Threads doesn’t yet support platform-specific retargeting, but you can build audiences from Instagram and Meta Pixel.

5. Test often

Run A/B tests on creatives, headlines, and CTAs. Threads’ algorithm favors freshness and user relevance.

How to Launch Threads Ads via Meta Ads Manager

Launching your first Threads campaign is straightforward:

1. Create a new campaign in Meta Ads Manager
2. Choose your objective (e.g., Engagement, Traffic, Conversions)
3. Under Placements, select “Manual”
4. Check the Threads Feed option under Instagram placements
5. Upload creatives and copy
6. Set budget, audience, and schedule
7. Review and publish

Meta’s AI-driven Advantage+ targeting can also be used to auto-optimize placements across Threads and other surfaces.

Threads for Thought Leadership and Brand Voice

Beyond direct ads, Threads is an ideal platform for:

• Executives to post thought leadership content
• Brands to share behind-the-scenes insights
• Real-time event engagement (product launches, Q&As, live feedback)

This makes Threads a perfect top-of-funnel brand awareness tool.

Final Thoughts: Is Threads Right for Your Ad Strategy?

In 2025, Threads has matured into a powerful performance and branding channel, especially for:

• Challenger brands wanting attention without high CPMs
• Creators and thought leaders aiming for visibility
• Ecommerce businesses targeting high-intent Instagram users

With Meta Ads’ robust targeting and Threads’ growing user base, now is the time to explore this platform.

Whether you’re running high-budget campaigns or experimenting with organic reach, Threads advertising is proving to be a valuable addition to any digital strategy.