Your Guide to Ads on Threads: What Works, What Doesn’t, and Why
Just when you thought you could tackle social media marketing, there is a new platform gaining momentum. Yes, we are talking about Threads. While the platform itself was introduced about two years ago, paid ads on Threads were only introduced this year. This has opened the door for brands, creating a whole new opportunity to reach their audience.
Threads as a platform has been growing steadily, with its user base expanding consistently. Hence, brands across industries are already expanding their marketing strategies to accommodate Threads.
If you are curious about the state of ads on Threads, the formats supported, their benefits, and how to use them, this quick guide is for you. We’re delving into the details to help you understand whether the platform is worth your advertising budget.
Where Threads Stands Today
Let’s first talk about Threads’ journey so far in the world of social media. Meta first introduced Threads as a text-focused social media app in July 2023. Initially, it was touted to be an X-alternative. Since its launch, the platform has evolved tremendously.
In fact, in August 2025, Mark Zuckerberg announced that Threads had passed its 400M monthly active users mark.
According to Similarweb, Threads quickly caught up with X and its daily active usage is now almost similar to that of X.
Initially, Threads was introduced as an ad-free platform, but late last year (in 2024), Meta announced its plan to test ads on Threads. Accordingly, they piloted ads on the platform in January 2025, initially working with a few advertisers. By April, they expanded access to ads on Threads to more advertisers.
This has been the journey so far. Now, let’s answer the burning question – why should you advertise on Threads?
What Threads Brings to the Table for Advertisers
So, why is advertising on Threads important for brands? Does the platform really make a difference?
- Being an early adopter has its perks! Since it’s been just a few months since Meta widely introduced ads on Threads, the competition is still relatively lower than that on other platforms. This could mean lower initial CPM and CPC. Data shows that the CPM on Threads is somewhere around $5 to $10. In contrast, it could be between $6 and $18 on Instagram. These rough estimates prove that advertising on Threads right now can be a cost-effective move for brands.
- Threads has become a popular platform among young users. Reportedly, nearly 28.75% of Threads users are aged 25 to 34, and 20.36% of them are aged 18 to 24. If this is what your target demographics looks like, then advertising on Threads can be a great way to reach more new audiences and therefore enhance the viability of your platform.
- Besides the benefits, the fact that ads on Threads can seamlessly be integrated into the Meta ecosystem is a big plus. Threads ads use the exact same sophisticated targeting algorithms as Facebook and Instagram.
- Threads as a platform is not very distracting. While it does support image and video posts, text posts are still very popular on the platform. Hence, there is no visual clutter or an overwhelming flow of visuals as you find on most other platforms. This gives Threads a significant edge and it gives advertisers a better shot at advertising. They do not have to feel the pressure of competing against polished visuals to stand out.
Ads on Threads – An Overview
First and foremost, where do ads appear on Threads? Unlike other platforms where you get to choose from multiple ad placement options like Facebook Feed, Facebook Marketplace, Facebook right column, Instagram Explore page, and more, ads on Threads are restricted to one placement only – the Feed.
The native format of these ads means that they appear similar to organic posts and are currently not very frequent on the Feed. On the whole, they are not as intrusive as ad placements on many other platforms. But yes, for transparency, Threads labels these ads as “Sponsored”.
As for user interaction with these ads, they have similar CTAs, reporting, and ad controls as with ads on other Meta platforms, while some CTAs might not be available.
In terms of the format, Threads currently supports Image ads, Video ads, and Carousel ads. But Collection ads are not available on the platform.
Image ads
Simple, straightforward – single-image ads are ads that feature a single static image that attracts attention and instantly communicates the message.
| File types | JPG, PNG |
| Aspect ratio | 1.91:1 to 9:16 |
| Resolution | 1440 x 1440 pixels (recommended) |
| Primary text | 80 to 160 characters (recommended) but supports up to 1000 characters with the text truncated after 80 characters. |
| Headline | 40 characters (recommended) but supports up to 250 characters with the text truncated after 40 characters. |
So, when are image ads on Threads a good option?
- When making brand announcements
- Event invites
- Seasonal flash sale announcements
- Driving traffic to blog posts
- Sharing testimonials
Given that Threads isn’t overflowing with images, a single well-framed image lands better there than on most other platforms. Plus, image ads are some of the easiest to tackle. Also, according to Buffer, images are some of the best-performing formats on Threads, with image posts receiving about 0.6% more engagement than even video posts.
KIMP Tips:
In terms of design, pretty much the same rules apply to image ads on Threads as they do on other platforms:
- Lead with a single clear idea.
- Keep the tone conversational and fun to resonate with the vibe on Threads.
- Use clutter-free layouts.
- Given the minimalist UI on Threads, colors stand out. So, effectively incorporate your brand colors into your image ad.
Carousel ads
Carousel ads are a decade-old format that was introduced in Facebook ads in 2014 and Instagram ads in 2017. In the smartphone era, users are accustomed to the “swipe” gesture, and hence the carousel format that encourages them to swipe through for more information was an instant hit. This is a great format to explore on Threads as well.
| File types | JPG, PNG |
| Aspect ratio | 1.91:1 to 9:16 |
| Resolution | 1440 x 1440 pixels (recommended) |
| Primary text | 80 to 160 characters (recommended) but supports up to 1000 characters with the text truncated after 80 characters. |
| Headline | 40 characters (recommended) but supports up to 250 characters with the text truncated after 40 characters. |
| Number of carousel cards | 2-10 |
| URL | Landing page URL is required |
When are carousel ads on Threads a good idea?
- Showcasing your product catalogue.
- Displaying actual results with before and after images.
- Step-by-step tutorials.
- Product comparisons.
- Breaking down product features.
- Engaging through storytelling.
As you know, carousel ads give you more space to tell your story and therefore come in handy when you think that a single image cannot impactfully deliver your message. Besides, the instant interaction they offer can help boost conversion.
KIMP Tips:
So, how do you design Threads carousel ads that convert?
- Reel your audience in with the first card.
- Ensure smooth visual flow and consistency across cards.
- Let each card reveal just enough so that the audience scrolls through with curiosity.
- Integrate a clear hierarchy and narrative flow.
Video ads
Video ads on Threads feel a lot different from video ads on other platforms like Instagram. To begin with, there is no dedicated video feed on Threads right now. So there is no pressure to keep up with the short attention spans that come with infinitely scrolling video feeds.
This also means that your video ads appear among other text and image posts on the Threads feed. So they do not look out of place. Designed well, video ads can be highly impactful on Threads.
| File types | MP4, MOV, GIF |
| Aspect ratio | 1.91:1 to 9:16 |
| Resolution | 1440 x 1800 pixels (recommended) |
| Primary text | 80 to 160 characters (recommended), but supports up to 1000 characters with the text truncated after 80 characters. |
| Headline | 40 characters (recommended) but supports up to 250 characters with the text truncated after 40 characters. |
When can you use video ads on Threads?
- For product demos.
- Teasers for upcoming launches.
- Showcasing experiences.
- Behind-the-scenes snippets.
- Emotional storytelling.
When the videos auto-play, they grab attention. So with a catchy first frame and irresistible first few seconds, you have a good chance of engaging your audience.
KIMP Tips:
How do you design video ads that shine on Threads?
- Design for sound-free playback. Use text overlays and captions for clarity.
- Embrace a conversational tone both in terms of visuals and voiceovers or soundtracks.
- Keep the videos short and memorable. Threads is not the place for long video ads.
Let’s Answer Some Frequently Asked Questions About Ads on Threads
Ads on Threads are now accessible worldwide through Meta Ads Manager. Any business with an active Meta advertising account can launch campaigns on Threads. So, if you are already running ads on Facebook and Instagram, you can expand placement to Threads, even if you do not already have a Threads profile created for your brand.
No special formats are needed for ads on Threads. You can use the same specs you use for your ads created for Instagram Feed placement. That said, because Threads’ feed tends to be clean and uncluttered, using optimized visuals (e.g., vertical or 4:5 images) helps your ad stand out more than on a busy, highly graphic-heavy platform.
All campaign analytics for Threads ads flow into Meta Ads Manager. These include metrics like impressions, CPM, CPC, engagement, conversions, and attributed ROAS, depending on your setup. You can compare results and adjust your ads as you would with any other Meta platform.
No, Threads does not support all ad objectives at the moment. Since Meta recently introduced ads on Threads and is working continuously to expand the features and customization on the platform, you can only create campaigns for specific objectives. These include awareness, traffic, and sales. You can choose from image, carousel or video ad formats for these objectives.
If your focus is on the younger audience and if your target audience is active on Threads, then it is a great platform to include in your strategy. As you know, competition is light in the early stages and you get a clear advantage over your competitors when you start early.
Threads advertising is seamlessly integrated into Meta Ads Manager. So, click on Create new ad and proceed as you would with any other Meta Ad format/placement. To ensure that you can place your ad on Threads, toggle Dynamic creative off. Advantage+ placement now includes the Threads feed by default or if you wish to test ads only on Threads, you can choose Manual placement and select Threads.
Meta supports Inventory Filter for Threads ads. Use the right level to control the type of organic content your ads appear adjacent to. Also, make use of Meta’s third-party verification options for better personalization.
Make Threads Part of Your Social Media Ad Strategy
Threads ads are still in their early stages, which puts brands in a rare position. You get a growing audience. Lower competition. Familiar Meta targeting and measurement. And a chance to stand out long before the space gets crowded. But yes, as with other social media channels, you need sharp visuals to cut through the noise and make an impact. That’s where having a strong creative partner matters. That’s where collaborating with an unlimited design service makes a big difference.
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