Ads on Threads: What’s New and Why It Matters for Marketers
If you’re in the social media game, you’ve probably noticed: Threads is now running ads. After first being teased in January 2025, and rolled out to select brands, ads are now available to all eligible Meta advertisers globally. Here’s what’s new and why marketers should care.
How Did We Get Here?
Threads once promised us an ad-free experience… but reality (and revenue models) eventually kicked in.
Same story with WhatsApp and… yep, you guessed it: ads found their way there too.
A Quick Timeline:
- January 2025: Adam Mosseri (Head of Instagram) hints at ads coming to the platform. Naturally, brands and creators start paying attention.
- April 2025: Meta started showing ads to selected partners in the U.S. and Japan.
- June 2025: Meta opened up Threads Ads to all advertisers worldwide.
Threads is now officially part of Meta’s core advertising family.
What’s New With Threads Ads?
Here are the main features to keep in mind:
Global Access
Ads on Threads are no longer limited to a few select brands. All eligible advertisers across the globe can now run ads.
Native Feed Placement
Ads appear in the Threads feed, integrated naturally with organic content — similar to Instagram and Facebook.
API & Platform Integration
- Meta Marketing API: Manage Threads ads alongside Instagram and Facebook campaigns.
Ad Inventory Filters
Advertisers can now choose where their ads appear via Meta’s Inventory Filter:
- Expanded inventory (maximum reach)
- Moderate inventory (exclude highly sensitive content)
- Limited inventory (exclude additional sensitive content and live video)
Why Should Marketers Care?
- All-in-one management: Threads is fully integrated with Meta’s ad tools.
- New audience segment: Threads is popular among younger users who value real-time, unfiltered content.
- Creative sandbox: With less competition and a fresh vibe, Threads is perfect for testing new creative ideas.
- Global scale: Ads now reach beyond the U.S. and Japan, unlocking new markets.
How Do Threads Ads Work?
Formats
For now, ads are feed-based image or video posts. Expect more interactive formats to drop soon.
Targeting
You get the full power of Meta’s targeting tools: interests, behaviors, lookalikes, retargeting, you name it.
Reporting
The ad performance shows up in Meta’s unified reporting, so you can track, analyze, and optimize like you do with Instagram or Facebook.
What’s Next?
Threads ads aren’t just a trend. They’re becoming a new standard in Meta’s ad universe.
With global access, seamless integration, and plenty of creative flexibility, Threads might just be your next smart move when planning where to place your ads.
Curious what’s shaking up the ad world right now?
Take a look at Metricool’s brand-new Ads Study 2025 — just out of the oven and packed with insights.
