Instagram’s text-based platform Threads is now allowing advertisements, giving marketers access to its 300 million active monthly users. While initially tested with a select group of advertisers, ads are now accessible to all users as of late April 2025, nearly two years after the platform launched. At the end of August users can now optimize their media and placements on Threads just like any other Meta placement.
What is Threads?
Instagram’s response to X (formerly twitter), Threads is a text-based platform that allows users to participate in discussions, share updates, and follow other profiles they are interested in viewing. This platform is only accessible to Instagram users. (Instagram)
While very similar to X, a key differentiator between the two platforms is the focus on “kindness” and more of a “positive environment” according to the platform creators. (MarTech)
How will ads work?
Meta is expanding its advertising placements by adding Threads as an option in Ads Manager, allowing ads to appear directly in users' Threads feeds
The new placement is called “threads feed” and will be on by default for new campaigns using the Advantage+ placement. Marketers have the choice to opt out using manual placements (Meta)
Threads will focus ads where people are over-indexing on the app, to deliver relevant and personalized content to each user. To strengthen the personalization, Threads has put measures in place such as surveys, to understand what people want to see. There will also be an option to skip ads, report, or hide them. (Meta)
Is Threads a good fit for your brand?
If you’re looking to reach a younger audience or increase your male customer base, Threads could be a good fit. Its user demographics skew heavily towards the 18-34 age range, and 57% of users are men (Statistica)
20% of users are 18-24
29% of users are 25-34
With ad spend down 59% on X, and marketers looking to explore new platforms, Threads offers an alternative in the text-based marketing space and is the fastest growing social media platform since its launch. (MarTech)
Threads provides three objectives for ads, allowing advertisers to reach users at all stages of the funnel:
Awareness
Traffic
Sales
CTA: Interested in expanding your paid program to Threads? Your Revel team is happy to chat through next steps!