Threads is Meta’s fast-growing social app for public conversation, now reaching over 320 million monthly active user with 3 of 4 people following at least one business. Threads is gaining ground as X struggles with user retention and brand safety. Threads saw a 35% rise in time spent in Q1, the fastest among Meta apps, while X continues to face declines in engagement and ad demand.

With the launch of Threads feed ad placements, brands can now extend their reach using existing image and video creatives, eliminating the need for new assets when running ads via Meta inventory. Ads appear seamlessly between organic posts and support the following objectives: Reach, Traffic, and Website Conversions.

Threads launched its ad offering in late January 2025 through an alpha test with select advertisers. By mid-April, the placement was rolled out broadly, giving all advertisers the flexibility to run Threads ads alongside other placements or opt out entirely. Meta integrated its full suite of brand safety tools from the start, including Community Standards, Monetization Policies, and Inventory Filter for content adjacency control.

 

Getting Started with Threads? Here's What Works

Threads is growing as a culture-first platform.

Brands seeing early success are showing up authentically — whether through curated ambassador-led storytelling or relatable, humorous takes that feel native to the feed. Across the board, the focus is on connection over conversion: founder or brand POVs, cultural relevance, and shareable moments win attention.

Creative Themes We're Seeing:

  • Founder/Brand Voice
  • Cultural Relevance and Lifestyle Tie-Ins
  • Conversational Humor or Meme Energy
  • Curated Ambassador-Led Moments

Code3's POV

Threads is still early in its ad journey — and that’s exactly the opportunity.

For brands already active on Instagram or Facebook, adding Threads to the placement mix is a low-lift way to expand reach and show up where culture and conversation are moving.

Why It Matters

  • Untapped whitespace: Threads offers a less saturated environment, helping your brand stand out
  • Strong early performance: Our initial tests show more efficient costs than Instagram Feed
  • Culturally relevant: The platform prioritizes connection over conversion, making it a fit for brand storytelling

How to Activate

  • Extend your existing Meta campaigns to include Threads Feed
  • Leverage video and image formats as in-feed placements gradually expand
  • Lean into native tone — from brand POVs to timely, engaging copy

What to Watch

  • Platform maturity: Threads is still evolving; expect limited benchmarks and shifting user behavior
  • Algorithm limitations: Performance may vary, especially for conversion-driven campaigns needing stronger signals

Brand Safety Best Practices

  • Use Meta’s brand safety tools — including inventory filters and block lists — to manage where your ads appear
  • For campaigns including the Threads placement, consider enabling more stringent inventory filters, given the platform’s real-time, culture-driven nature
 

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