February 5, 2025
The ads are here, now what?
Meta’s just begun to roll out ads on Threads (USA and Japan), and the reactions are mixed. Users are grumbling, advertisers are cautiously eyeing up the new real estate, and marketers? We’re here wondering if this is the next big opportunity or just another platform heading towards ad overload.
So, is it worth your budget?
The ads are rolling in. But it’s not without drama
Meta has started testing image ads in Threads’ home feeds. If you’re already running Meta campaigns, extending them to Threads is as easy as ticking a box in Ads Manager (Search Engine Land). Simple, right? But not everyone’s thrilled.
Users have been quick to voice their frustration. Some are worried Threads will lose its laid-back, ad-free charm. Comments on Adam Mosseri’s post announcing the ads ranged from mild annoyance to outright threats of leaving the platform (Fast Company).
Despite this, 75% of Threads users already follow at least one business, which suggests there’s room for branded content (if it’s done right) (Search Engine Land).
Adding to the debate, an analyst from Evercore ISI predicts Threads could generate $8 billion in revenue by 2025, climbing to $11.3 billion by 2026. That’s a significant sum, but it’s contingent on whether the platform can maintain user engagement as ads become more prevalent (Business of Apps).
Why Threads deserves your attention (even with ads)
1. It’s growing fast. Threads has clocked 275 million monthly active users as of November 2024, up from 175 million just a few months earlier in July. This rapid growth cements its status as the fastest-growing social media app in history, reaching 100 million users in just five days after launch (Business of Apps).
2. The audience is young and engaged. Over 37% of Threads users are aged 18-24, making it a prime space for brands targeting Gen Z. This demographic values authenticity, prefers interactive content, and responds well to behind-the-scenes insights and user-generated content (Home Made Social).
3. Geographic reach. Threads’ largest market is India, accounting for 33.5% of users, followed by Brazil at 22.5% and the U.S. with 16.1%. (WSR Blog).
4. Easy integration with Meta’s ecosystem. Already running ads on Instagram? Threads integrates seamlessly with Meta’s existing ad infrastructure. You can extend campaigns across both platforms effortlessly, maximising your reach without significantly increasing the workload (Stan Ventures).
How to win on Threads (without annoying everyone)
1. Focus on genuine conversations. Threads isn’t the place for polished, overly corporate content. Instead, lean into casual, community-oriented conversations. Participate in trending discussions, share genuine behind-the-scenes content, and engage with users naturally.
2. Visual storytelling with purpose. While Threads began as a text-first platform, visual content is gaining traction. Brands that balance conversational posts with creative visuals (think simple graphics, relatable memes, and short-form videos) will stand out. But remember, keep it real and relevant to your audience’s interests (Search Engine Land).
3. Get in early for maximum impact. With ads just rolling out, Threads isn’t saturated yet. This is your chance to experiment with content, refine your strategy, and build a loyal following before the platform becomes crowded. Early adopters often benefit from higher engagement rates as platforms grow.
4. Use Threads for targeted campaigns. Given that 70% of marketers are already using Threads and another 21% plan to join soon, competition is heating up (Sprout Social). Use Threads’ demographic data to tailor your campaigns.
The big picture: should you dive in?
Threads is at a pivotal moment. It’s growing rapidly, has a young, engaged audience, and offers seamless integration with Meta’s ad tools. But with ads now entering the mix, the challenge is balancing monetisation with maintaining the platform’s unique, community-driven vibe.
If your brand thrives on authentic engagement and you’re targeting younger audiences, Threads is worth exploring. But tread carefully. Avoid dumping generic ads into the feed.
Instead, create content that feels natural, engages meaningfully, and resonates with the platform’s culture.
Let’s talk strategy! Considering Threads for your next campaign? Not sure how to navigate the ad rollout? Let’s chat. Drop us a line, and we’ll figure out how to make Threads work for your brand before everyone else catches on.