Meta is expanding its advertising program to Threads, its latest social media app. Threads has gained 320 million monthly active users since its launch in 2023. The company is now offering ad space to advertisers in 30 key markets, including the US.
A New Channel for Brands
Threads has become a hub for public discussion. Three out of four users follow at least one business on the platform. Over a million people join the network daily. This makes it an attractive marketing channel for companies looking to engage with their audience. Meta started testing ads on Threads in early 2025 in markets like the US and Japan. After months of evaluation, the company is now opening up ad space to all eligible advertisers globally.
- Campaigns can be expanded to Threads without requiring additional creative assets.
- Advantage+ and manual placements in Meta’s Ad Manager make it easy to manage ads.
- The Threads feed will be enabled by default, but advertisers can opt out.
Personalized Ads and User Controls
Meta is using AI and personalization tools to ensure that ads on Threads are relevant and unobtrusive. Image ads will be inserted between organic posts in the feed. Users can control their ad experience by accessing settings.
- A new inventory filter lets advertisers choose the type of content their ads appear alongside.
- This feature is already available on Facebook and Instagram.
Safety and Brand Suitability
Meta is committed to maintaining a safe and brand-friendly environment on Threads. The company’s Monetization Policies will be enforced to prevent content that violates community standards from being shown in ads. Meta is also testing third-party verification solutions to ensure that ads appear in safe environments. This supports over 30 languages.
Meta generates over 98% of its revenue from advertising. The expansion of Threads is expected to contribute to this revenue stream. The move comes ahead of Meta’s Q1 2025 earnings report, a key date for investors. The social media landscape is highly competitive, and Meta is looking to establish Threads as a significant player.