Should You Advertise on Threads in 2025? Here’s What You Need to Know
When a new social platform enters the chat, the digital world tends to hold its breath. Will it fizzle out like Clubhouse, or shake things up like TikTok? Threads, Meta’s take on a text-first network, landed somewhere in the middle.
Now that it's been around for a while and ads have officially arrived. Marketers are wondering: is it worth adding Threads to the media mix?
Let’s dig in.
What Even Is Threads?
Threads is Meta’s answer to Twitter/X, a text-focused social platform launched in July 2023, designed to foster real-time public conversations in a way that feels a bit more "IG vibes meets Reddit banter" (Meta Newsroom). It’s tightly integrated with Instagram, meaning your Threads profile is linked to your Insta account, and you can share Threads to Stories or feed posts without breaking a sweat (Hootsuite).
With 100 million sign-ups in less than a week (Wikipedia), it was a marketer's dream until people realised it was missing basic features like trending topics and DMs. But it’s evolved since then, adding features steadily and quietly becoming a solid alternative social platform.
Ads on Threads: What You Need to Know
Meta officially launched ads on Threads in mid-2024. Initially, it was limited to a few large brands like HBO and McDonald’s, but it now became available to all advertisers via Meta Ads Manager (Meta for Business).
Key things to know:
Same Backend, New Platform: Threads ads are run through the Meta Ads Manager, just like Facebook and Instagram. That means familiar targeting, reporting, and budget controls (Digital Marketing Institute).
Feed-Only (For Now): Ads currently appear as native-style placements in the Threads feed. No Stories. No reels. Just clean, scrollable ads that try not to scream "Hi, I'm an ad!" (MarTech).
Focus on Brand, Not Clicks: Meta's current positioning for Threads ads is all about "brand-building." Think top-of-funnel impressions rather than direct-response action. If you’re looking for last-click conversions, Threads might not be the best option (Relevant Audience).
Why Some Marketers Are Saying "Not Yet"
Despite the hype, many brands and agencies are still watching from the sidelines. Here’s why:
Limited Analytics: Reporting on Threads ads is still basic. No unique insights beyond impressions and engagement, which makes performance-driven marketers twitchy (AdNews).
No CTR Optimisation: Unlike Facebook or Insta, Threads doesn’t let you optimise for click-throughs or leads, so if you're in ecom or lead gen, prepare to manage expectations (GoDataFeed).
Audience Behaviour Still Evolving: Threads is still figuring out its identity. People aren’t there (yet) to shop, sign up, or swipe up. They're there to chat, vent, and occasionally chuckle at a meme (Seer Interactive).
Brand Safety Questions: While Meta promises a safer, friendlier space, advertisers are cautious. Without full control over placements, it's a bit of a gamble for now (Intelligency Group).
Should You Advertise on Threads?
It depends.
If you’re a big brand focused on awareness, Threads could be a cool sandbox to play in. Want to test bold creatives or spark convo without worrying about click-through rates? Perfect.
But if you’re an e-commerce business looking for ROI, or a startup counting every conversion, it might be wise to hold off until the platform matures.
At Dadek Digital, we’re already testing and watching Threads so you don’t have to. We’ll tell you when it’s time to jump in with both feet or help you dip a toe in the water first.
Want to stay ahead of the curve (without burning your ad dollars)? Let’s chat.