How to Advertise on Threads

Advertising on Threads is officially live, giving brands a new way to tap into the platform’s conversational and highly engaged user base. This guide will walk you through exactly how to set up your first Threads ad campaign, share best practices for creating content that connects, and explain what you can do on the platform right now.

Why Threads Ads Are a Big Deal for Brands

Threads isn't just another social network, it's a space built on real-time conversation, text-based updates, and authentic community engagement. Launching an ad here isn't like running a typical social media campaign. It requires a slightly different mindset. With over 150 million active users and growing, it presents a compelling opportunity for marketers willing to adapt their approach.

An Uncluttered and Engaged Environment

For now, the Threads feed is relatively free of advertising clutter compared to its more established counterparts like Instagram and Facebook. This gives early advertisers a better chance to stand out and capture user attention before "ad blindness" sets in. Furthermore, the very nature of Threads encourages active participation over passive scrolling. Users are there to read, reply, and share opinions, making them a more attentive and receptive audience if your ad content hits the right note.

Leveraging Meta's Powerful Infrastructure

Because Threads is seamlessly integrated into the Meta ecosystem, advertising here isn't like starting from scratch. You get to use the same powerful Meta Ads Manager you already know. This means you can tap into rich audience data from Instagram and Facebook, create lookalike audiences, and utilize detailed targeting options to reach the right people. It's the best of both worlds: access to a fresh, novel platform with the backing of a mature, data-rich advertising engine.

A Direct Line to a Desirable Demographic

Threads has quickly become a hub for Gen Z and Millennial users, along with journalists, creators, and public figures who value text-led discourse. If your target audience values witty commentary, behind-the-scenes content, and direct brand interaction, they're likely already active on Threads. Advertising here allows you to meet them on their own turf, in a format they prefer.

How to Set Up Your First Threads Ad Campaign: A Step-by-Step Guide

Getting your first ad live on Threads is surprisingly straightforward because it all runs through Meta Ads Manager. You won't find an "advertise" button inside the Threads app itself. Here’s how to do it.

Step 1: Open Meta Ads Manager

Everything starts in your trusty Meta Ads Manager dashboard. If you've ever run an ad for Facebook or Instagram, you're already in the right place. Go to ads.facebook.com to get started.

Step 2: Create a New Campaign and Select an Objective

Click the green "+ Create" button to start a new campaign. Meta will ask you to choose a campaign objective.

For now, make sure you choose one of the following supported objectives to access the Threads placement:

• Awareness
• Traffic
• Sales
• App Promotion
• Engagement
• Leads

Choosing an unsupported objective, like viewing video, will prevent Threads from appearing as a placement option later on.

Step 3: Configure Your Ad Set (Audience, Budget, Schedule)

This is where you define who you want to reach, how much you want to spend, and for how long. There’s nothing fundamentally new to learn here if you’re familiar with Meta ads. Define your location, age, gender, and detailed targeting based on interests and behaviors. This is a great place to use your saved custom or lookalike audiences built from your Instagram followers or website visitors, as these users are more likely to be on Threads already.

Step 4: Select Your Placements - This Is the Key Step!

You have two options for placements: "Advantage+ placements" or "Manual placements."

• Advantage+ Placements (Recommended): This is the default and easiest option. By selecting this, you let Meta's delivery system automatically show your ad on Threads when it’s likely to perform best. Threads is included by default, so you don't have to do anything extra.
• Manual Placements: If you want more control, select this option. You'll see a list of platforms (Facebook, Instagram, Messenger, Audience Network). To run ads on Threads, you must select Instagram. Once Instagram is selected, you'll see "Feeds" right below it. Tick the box for Instagram Feed, and you'll see Threads appear as an option you can select.

It's important to remember that Threads is currently considered a placement within the Instagram feed family. You cannot select Threads exclusively just yet. Your ad must be eligible to run on the Instagram Feed to also run on Threads.

Step 5: Design Your Ad Creative

Under the "Ad Creative" section, you’ll design the look and feel of your ad. You can choose a single image, a video, or a carousel format. Add your primary text (your caption), a headline, and your destination URL.

Take advantage of the ad preview tool to see how your creative will look specifically on Threads. The format is slightly different from an Instagram post, so a quick preview ensures nothing looks out of place. Once you're happy with how it looks, click "Publish" and your campaign goes into review.

Creating Ads That Don’t Feel Like Ads on Threads

Simply running your flashy Instagram Reels ads on Threads won’t cut it. The platform’s culture is fundamentally different. Success here is about fitting in with the conversation, not interrupting it. Here are some strategies for creating native-feeling ad content.

Lead with Compelling Copy

On Threads, words are the main event. Your copy should do the heavy lifting. Instead of formal ad-speak, write like you're talking to a friend. Be funny, ask a thought-provoking question, or share a surprising take. Treat your ad copy as the start of a thread, designed to get people to reply.

Good Example: A coffee brand in a single-image ad showing their new blend might use copy like, "Is it just us or does that first Monday morning coffee hit different? Tell us how you take yours ☕️👇"

Bad Example: "Shop our new Autumn Roast, now 15% off for a limited time! Use code FALL15 at checkout. Link in bio."

Use Authentic, Lo-Fi Visuals

Super-polished, glossy studio photography can feel out of place on Threads. The visuals that perform best are often the ones that look more organic and less produced. Think user-generated content (UGC), behind-the-scenes office photos, or simple, clean graphics.

• Single Images: A straightforward image that supports your text is perfect. A picture taken on a phone often feels more genuine than a stock photo.
• Carousels: Use carousels to tell a quick story or break down information into digestible visual slides, almost like a mini-presentation.
• Video: Simple, short videos without jarring music or "buy now!" text overlays perform best. A customer testimonial or a quick product demo recorded casually works well.

Start a Conversation, Don't Stop One

The goal of your Threads ad shouldn't just be a click, it should be engagement. Brands that treat their ad's comment section as a community hub will win. When people reply to your ad, reply back. Answer their questions, acknowledge their feedback, and like their comments. This social proof turns a simple ad into a vibrant conversation, signaling to Meta's algorithm that your content is valuable, which can lead to better performance and lower costs. Your call-to-action can even be engagement-focused, like "What do you think of this color?" or "Share your best tip in the replies."

Growing Organically to Support Your Paid Strategy

A strong organic presence will make your paid ads even more effective. When a user sees your ad and then clicks on your profile, you want them to find a feed that’s active, engaging, and in line with the ad they just saw. A blank or boring profile is a missed opportunity.

Find Your Consistent Voice

Are you witty and sarcastic? Helpful and educational? Endearingly chaotic? Pick a brand voice and stick to it. Consistency helps you build a community of followers who know what to expect from you. Don’t be afraid to sound human, people connect with personalities, not faceless corporations.

Jump on Relevant Trends

Threads moves fast, and staying on top of ongoing conversations or trending formats is a great way to stay relevant. But don't just force your brand into a conversation where it doesn’t belong. Find trends that align with your industry or brand ethos for an authentic boost in visibility.

Regularly Post High-Value Conversations

Posting consistently is non-negotiable for building momentum. Whether it’s daily, three times a week, or more, having a regular cadence of content keeps your brand top-of-mind. Use Threads to share company news, ask your audience for opinions, react to industry events, and interact with other brands. The goal is to become a valuable part of your followers’ feeds, not just an advertiser that occasionally shows up.

Final Thoughts

Advertising on Threads gives you a fantastic opportunity to reach a growing audience in a space that values genuine conversation. The key to getting it right is to respect the platform's culture by creating ads that feel less like interruptions and more like conversation starters. With the power of Meta Ads Manager, testing your first campaign is simple, so start experimenting to see what connects with this unique audience.

Maintaining a steady rhythm of both organic and paid content is essential for growing on any new platform. We actually created Postbase to simplify exactly that. Our visual calendar lets you plan and schedule your posts for Threads and all your other channels in one place, helping you stay consistent and focused on what truly matters: creating content and connecting with your community.