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Meta is accelerating the development of Threads, its social network competitor to X (formerly Twitter), by announcing a major new feature for marketing professionals: ads in the Threads feed are now accessible via Meta’s Marketing API. In practical terms, this means that third-party platforms (agencies, social media management tools, advertising agencies) can now integrate the creation and distribution of Threads ads into their solutions.
Until now, Threads Ads have been available on a fairly limited basis. By opening them up to all advertisers and integrating them into its Marketing API, Meta now allows tools such as Hootsuite, Sprinklr, Agorapulse and HubSpot to access them fully.
End users will not see any major changes: adverts will continue to appear between organic content in the Threads news feed. But for professionals, this is a giant leap forward: the creation, management and analysis of Threads adverts can now be integrated into existing marketing workflows, without having to go through the native platform!
Advertisers will be able to use their existing assets (images, messages, visuals) to run their campaigns on Threads. Supported formats include single-image adverts with aspect ratios ranging from 16:9 to 9:16. Please note, however, that formats that are too vertical will be cropped in the centre.
The Facebook team itself identifies three advertising objectives for Threads Ads.
The Reach objective aims to maximise the number of unique individuals exposed to your advertisement. Your advert will be displayed on a large scale, without necessarily seeking immediate interaction. This is ideal for:
In practical terms, Meta will display your advertisement to as many Threads users as possible within your target audience, optimising the frequency of delivery.
The Traffic objective encourages users to click on your advert to visit a website, blog, product page, etc. Meta optimises delivery to the people most likely to click on a link. This is the right option if you want to:
The Conversions objective focuses on measurable actions taken on your site after the click: purchase, newsletter subscription, adding to basket, app download, etc. It is ideal for:
Please note that it is recommended to have Meta Pixel installed on your website so that the platform can optimise delivery to users who are most likely to convert.
With Threads by Meta, you can start with a reach or traffic objective to build visibility, then switch to conversions once your audience is engaged.
Please note that there are a few prerequisites for interested brands:
But there is good news for discerning advertisers: Meta’s advertising content safety and relevance standards apply to Threads from the outset. This means that your adverts will not be displayed alongside inappropriate content, which is a real confidence booster in this still-young space.
Threads already claims 350 million active users worldwide. And according to Meta, 75% of Threads users follow at least one brand: a strong signal for businesses seeking visibility and engagement.
For brands already active on Instagram, adding Threads to their media strategy seems like a natural and inexpensive move, as it uses the same tools, the same visuals and a similar advertising approach. Although still in its infancy, this channel is rapidly taking shape to offer brands a new, integrated and measurable advertising showcase.
Are you an advertiser, agency, or platform? Now is the perfect time to explore this lever, capitalise on early adoption, and test performance in an environment that is still relatively unsaturated. Contact our Social Ads agency!
About Ad's up
Pierre Blarre