Ecommerce marketers are always on the lookout for advertising opportunities—new channels, new audiences, and new ways to optimize ad spend. But what if the next big opportunity was already in your Meta Ads dashboard?
Since its launch in mid-2023, Threads—Meta’s text-based social media platform—has rapidly gained traction. With over 300 million monthly active users, it has evolved beyond its initial buzz to become a significant player in the social media space. And now, Meta is rolling out ads on Threads, offering brands a new way to reach engaged audiences within the Meta ecosystem.
This move presents a fresh opportunity for brands. Initial Meta Ads Manager data shows Threads placements delivering CPMs 15-20% lower than identical Facebook placements and 25-30% lower than Instagram placements in early tests. Click-through rates on Threads currently index 1.2x higher than Facebook for brands who've adopted the placement, according to preliminary agency benchmark reports.
In this guide, we break down the current Threads ad implementation, present the data supporting early adoption, and provide a framework for incorporating this channel into your existing Meta marketing strategy.
What’s Changing with Threads Ads
Meta has begun integrating Threads into its advertising network, with image-based placements now appearing between posts in U.S. and Japanese users' feeds. This expansion adds a text-focused platform to Meta's visual-dominant ad ecosystem.
Meta launched Threads ad testing in early 2025, targeting select users in the U.S. and Japan before plans to expand globally. The initial format features image-based ads that appear between posts in the home feed, matching Instagram's native ad presentation.
Participating advertisers can extend their existing Meta ad campaigns to Threads by simply checking a box in Ads Manager. However, this testing phase is currently restricted to a small number of advertisers, and the platform is not yet open for all businesses to run ads.
As the testing progresses, though, Meta will likely begin making Threads ads available to a larger pool of advertisers.
Current Threads Ad Capabilities
As of now, Meta's Threads ad features include:
- Single image ad placements in-feed
- Standard Meta targeting parameters
- Basic performance reporting
- Brand safety controls
These initial capabilities provide a simple but effective starting point for advertisers looking to test the platform.
Meta is also rolling out an AI-powered filter that lets advertisers control where their ads show up. This means you can manage the type of content that appears around your ads, helping protect your brand’s image.
Right now, Threads ads are still in testing, but this move brings the platform closer to Meta’s full advertising lineup. That means more ways to reach shoppers across Meta’s ecosystem—all from the same dashboard.
Why Ecommerce Brands Should Prepare for Threads
With this rapid growth, it’s clear that Threads is emerging as a fresh alternative to X, providing a dynamic, non-stagnant platform for text-centric engagement. This opens up new possibilities for brands looking to connect with users in a more engaging, meaningful way.
A Chance to Stand Out With Early Adoption
Preparing yourself for Threads now means dealing with less competition later. With fewer brands vying for attention, your business can shine brighter and connect more directly with users. An early presence not only boosts brand awareness but also positions your company as innovative and ahead of the curve.
Lower Advertising Costs & Unique Engagement Patterns
Advertising costs on Threads currently index significantly lower than Meta's established platforms.
The platform's user engagement behaviors also differ substantially. Threads sees higher interaction rates with text-based content, while Instagram still dominates in visual engagement. Additionally, purchase intent signals on Threads are primarily reflected in link clicks, whereas Instagram shoppers tend to save posts or visit profiles before making a purchase.
Understanding the Platform's Unique Vibe
Threads isn't just another Facebook or Instagram. It's a platform centered on short, text-based interactions. This means the usual flashy ad strategies might not work here. Instead, focus on crafting concise, engaging text ads that fit seamlessly into the casual, conversational atmosphere.
Current Limitations to Keep in Mind
While Threads offers exciting opportunities, it's essential to be aware of its current constraints. Threads lacks native shopping capabilities, preventing in-app product purchases. The platform continues to refine its content algorithm while user behavior patterns establish consistent trends. The platform's content algorithm lacks the targeting precision of Facebook and Instagram, limiting personalization capabilities for audience segmentation.
Threads requires tailored campaign approaches that align with its text-based format, as strategies effective on visual platforms often underperform in this environment. Brands that stay flexible and keep up with the platform’s development will be best positioned to take advantage of new opportunities as they emerge.
How to Run Ads on Threads
If you're already advertising on Facebook and Instagram, running ads on Threads will be as easy as flipping a switch. There won’t be a need to create a separate campaign or learn a new system—it’ll be built into your existing Meta Ads Manager.
When it becomes available, here’s how to get started:
- Open Meta Ads Manager and start a new campaign or edit an existing one.
- Go to the Placements section.
- Choose 'Manual Placements' instead of 'Automatic' to customize where your ads appear.
- Check the Threads box in the Meta platforms list.
- Adjust frequency caps if you want to control how often users see your ads.
That’s it—your Threads ads will now run alongside your Facebook and Instagram placements. Since Threads is still new to Meta’s ad network, early adopters can take advantage of lower ad costs and less competition.
Preparing for Setup: What You Need to Know
Want more control over your Threads campaigns? Here’s a breakdown of what’s available right now:
- Ad Formats: Currently, only single-image ads appear in users’ feeds. No videos or carousels—yet.
- Targeting: You get the same options as Facebook and Instagram, including interest-based audiences, custom audiences, and lookalikes.
- Performance Tracking: Basic metrics like impressions, clicks, and engagement are available, but conversion tracking is still limited.
- Brand Safety: Threads has its own settings, separate from Facebook and Instagram:
- Three sensitivity levels (Limited, Standard, and Strict)
- Custom keyword blocking to filter out unwanted content placements
Meta is rolling out new features fast, and as Threads’ ad capabilities expand, advertisers will have even more tools to work with. But before you dive in, it's important to understand how Threads fits into your overall ecommerce strategy.
What Should You Do Now?
- Test Threads ads with a small budget—experiment with different creatives and engagement strategies.
- Keep an eye on performance metrics—focus on meaningful engagement, not just impressions.
- Stay updated on Threads’ developments—as new features roll out, being one of the first to use them could give your brand a competitive edge.
Threads ads won’t be in beta forever. When it goes live, more advertisers jump in, competition will rise, and costs will follow. Be on the lookout! As soon as Threads becomes available, activate it and capitalize on it.
