From Platform to Placement, Threads Joins the Paid Conversation

Meta’s social media ecosystem continues to evolve with the integration of Threads into its paid media mix. Launched in July 2023 as a direct competitor to X (formerly Twitter), Threads has carved out a niche as a text-forward, conversational platform built around public discourse. Now officially part of Meta’s ad placements, advertisers can include Threads in their campaign strategies – but this new environment requires a thoughtful approach to maximise its potential.

User Base: Young, Engaged, and Growing

Threads experienced a record breaking start, hitting 100 million sign-ups in just five days. While daily usage initially dipped, Meta has steadily improved the app with trending topics, search functionality, and an algorithmically curated feed. By 2025, it boasts over 130 million monthly active users globally, with particularly strong traction in North America, Europe, and India.

The audience is predominantly Millennials and Gen Z, drawn to the platform’s stripped back, text centric format. Compared to Instagram, Threads favours authenticity and open conversation over aesthetics, making it especially appealing for creators, thought leaders, and socially conscious brands.

What Threads Means for Advertisers

Threads is now available in Meta Ads Manager as a placement option, currently limited to single image and text-based placements. This allows brands to extend their existing creative into Threads, but it is crucial to note that Reels, Stories, and direct shopping ads are not yet supported.

Given the current ad format limitations, Threads is best suited for top-of-funnel activity such as brand storytelling, campaign launches, cultural moments, or values-based messaging. Brands like Netflix, Nike, and Duolingo have already embraced the platform with conversational and often humorous content that mirrors the tone of the app.

Managing Threads in Your Paid Strategy

Start with placement inclusion testing. Add Threads as a placement within your existing Meta campaigns and monitor performance via placement-level breakdowns. Keep in mind that creative designed for Instagram or Facebook might not land well, Threads thrives on copy first, contextual, and human-centred messaging.

Where possible, develop Threads-specific creative. Use strong opening lines, pair with relevant imagery, and avoid overly polished or sales-focused language. Threads content should feel like part of a wider conversation, not an interruption to it.

If performance lags or metrics skew unfavourably, use automated rules or manual exclusions to remove Threads until you are ready to test again. Remember, this is a platform in evolution, and early adopters have the advantage of cheaper reach, less competition, and cultural cachet.

Impact on Performance Metrics

Threads may drive impressive reach and efficient CPMs, but don’t expect miracles on clicks or conversions just yet. It’s a space for brand building, not basket-filling. Monitor impact through metrics like incremental uplift, sentiment, engagement, and branded search.

For now, use Threads to drive engagement, discussion, and awareness, and assess value through incremental lift, sentiment tracking, and branded search activity. Also, be vigilant with brand safety monitoring. The open-comment format can invite feedback (both positive and negative), so ensure community managers are prepped and active.

In Summary

Threads isn’t about chasing scale, it’s about strategic presence. It’s a chance for brands to be part of the cultural conversation while it’s still taking shape. Expect a rollout of new features throughout the year, including the possible introduction of interactive formats, branded content tools, and more robust ad targeting options. Threads is still in its infancy from an advertising perspective, which means there’s plenty of room to test, learn, and get ahead of competitors who may wait for the platform to fully mature. 

At Propellernet, we’re helping clients explore how Threads fits into their broader media strategies, always balancing test-and-learn with measurable outcomes.

Want to talk Threads testing for your next campaign? We’d love to help.