24 April 2025 Giulia Zucchiatti
Journal of Experiences
Meta has officially announced the integration of Threads as a new ad placement, expanding the possibilities for advertisers to reach new audiences
Threads integration into Meta’s advertising system: timings and markets
The long-awaited announcement has finally arrived: Meta has officially integrated Threads into its advertising ecosystem. The platform, launched in July 2023 as an alternative to Twitter (now X), is taking a significant step towards monetization. According to Mark Zuckerberg’s company, ads will begin appearing in the coming weeks in all markets where the app is available.
The rollout of ads on Threads will be gradual, with an initial test phase involving a limited number of advertisers, and then gradually expanding globally. The stated goal is to ensure a non-invasive advertising experience, respecting users’ interaction with the platform, which recently surpassed 150 million monthly active users.
Meta also confirmed that advertisers will be able to access the new positioning directly from their existing advertising account, without the need to create new profiles or use dedicated tools, thus facilitating adoption by companies already active on other platforms of the group.
How to use the new positioning: a guide for advertisers
The integration of Threads into the Meta Ads system offers a new channel to reach your audience. The ad creation process for this placement will follow the same flow used for Instagram and Facebook, with the ability to select Threads as a specific destination within the campaigns.
The ads will appear in the main Threads feed, interspersed between organic posts, maintaining a look and feel similar to native content but clearly identifiable as sponsored.
Importantly, advertisers will be able to leverage the same targeting options available to other Meta placements, including demographic, behavioral, and interest-based segmentation. This will allow them to maintain a consistent advertising strategy (and therefore experience) across the entire Meta ecosystem.
From this perspective, it will be essential to consider the specificities of Threads, characterized by an audience oriented towards text conversations and a format more similar to that of X/Twitter than Instagram or Facebook, to design an advertising experience aligned with the public’s expectations.
Threads vs other placements: distinctive features of the new channel
The new positioning on Threads has some peculiarities that distinguish it from other advertising channels of Meta. Unlike Instagram, where images and visual content dominate the user experience, Threads is mainly oriented towards text content and conversations.
This feature makes Threads particularly suitable for:
- Ads focused on concise and direct messages
- Communications that stimulate debate and interaction
- Content related to current events and trends
- Campaigns that benefit from a conversational tone
An interesting aspect is the possibility of creating synergies between different placements. For example, a campaign could use Instagram for visually appealing content and Threads to deepen the conversation around the brand or product, offering a more complete and engaging experience.
Meta also confirmed that ads on Threads will follow the same transparency policies implemented on other platforms, with accessible information about why a user sees certain ads and the ability to customize advertising preferences.
Threads: how to be there, right away, in the right way
The integration of Threads into the Meta Ads system is part of a broader journey that aims to create a consistent and integrated advertising experience across all the group’s platforms. The challenge for Meta (and consequently also for companies) will be to maintain the balance between the need to generate revenue and the desire to preserve a positive user experience.
This is, in effect, an opportunity for brands to expand their digital presence, reaching a potentially different audience from the one already intercepted on other channels. It therefore becomes strategic to integrate Threads into digital marketing strategies right from the start, taking advantage of the initial phase to test innovative approaches and gain visibility in an environment that is still relatively uncrowded from an advertising point of view.