Advertising on Threads
Get an overview of paid advertising on Threads – setup, targeting, and formats using Meta Ads Manager.
Head of Social Media
May 28, 2025
Get an overview of paid advertising on Threads – setup, targeting, and formats using Meta Ads Manager.
Threads is Meta’s newest social media platform and has already surpassed 320 million users. However, there are no official numbers yet on how many people use the platform in Denmark or how much time they spend on it.
Threads is designed as a conversation platform similar to X (formerly Twitter), where people share short texts, memes, and opinions – but with an Instagram-like energy.
As of May 2025, Meta has opened up Threads as an ad platform for all advertisers. This means you can now show your ads directly in people’s feeds as a natural part of what they’re scrolling through. And the best part? You don’t need to reinvent anything – Threads is fully integrated with Meta Business Manager.
Threads ads appear as native image ads directly in the feed – between threads. They look like organic posts but are marked as sponsored.
To help people deepen connections with businesses they love, we are expanding ads in Threads to all eligible advertisers globally, as well as access to inventory filter. This new placement - Threads feed - will be on by default for new campaigns using either Advantage+ or Manual Placements.
Ads are created in Ads Manager, where you simply select Threads feed as a placement.
To advertise on Threads, you first need to create a Threads account, which can easily be set up directly through Meta Ads Manager using your business’s Instagram account.
This placement is enabled by default if you use Advantage+ placements, but you can also select it manually.
Here’s what to do:
Supported objectives for Threads ads:
Increase visibility and awareness
Drive traffic to your website
Generate more sales or leads
Easy setup: Use your existing campaigns and creative assets – no special requirements.
Greater reach: Threads is already one of the fastest-growing platforms globally, and three out of four users follow at least one business.
Natural ad experience: Your ads blend seamlessly into users’ feeds and resemble posts they already engage with.
Strong brand safety: Meta has launched Inventory Filter (Expanded, Moderate, Limited), so you can control the types of content your ads appear next to.
1. Start with authentic content
Threads is a conversation platform. Hard-selling ads perform worse than those that feel like user-generated content. Use storytelling and humor.
2. Leverage the Instagram connection
Most Threads users come from Instagram. Consider cross-posting and using lookalikes based on Instagram engagement.
3. Test, test, test
Run A/B tests on copy, image formats, and CTAs. Threads is still new territory – performance varies greatly depending on your niche.
4. Monitor user behavior closely
Engagement is still lower than on IG/FB. Keep a close eye on metrics like CTR and engagement rate, and optimize continuously.
5. Be aware of limitations
Not all campaign settings are supported. For example, dynamic content, video ads, and partner ads do not currently work.
If you want to be among the first to capitalize on an underutilized platform, Threads is a great place to start right now. You gain access to a large user base, lower click prices, and an intuitive way to expand your existing campaigns.
It’s not magic – but it’s a golden opportunity if you want to stay ahead of the competition.
We don’t yet know how it will perform, but it’s definitely worth testing.
Get ahead of the competition and start today. Feel free to call or write us if you want to know how we can help you.
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