Threads ad placements have officially launched on Meta
Meta is officially rolling out Threads feed ads worldwide!
The new Threads ad placement is becoming available for select accounts in Meta Ads Manager, appearing in the ad set level as ‘Threads Feed’. It will be selected by default for new campaigns using Advantage+ Placements or Manual Placements. Advertisers also have the option to opt out of Threads placements, just like any other ad placement, by simply unticking the box at the ad set level.
Availability and requirements:
- This new ad placement will launch in select markets first. This allows Meta to test and optimise before a broader rollout.
- For brands to launch ads on Threads, businesses must create a Threads account, just as they do for Instagram and Facebook. The Threads profile will be connected to the Instagram account.
- A Threads profile can be created in the ‘Identity’ section at the ad set level in Meta Ads Manager.
This launch indicates that Meta is positioning Threads as a serious launch in the advertising space, and we can expect a high number of users to appear in the coming months.
We spoke to Ellie McGuigan, Paid Social Manager at Cancer Research UK, who told us:
Expert opinion
Ellie Mcguigan, Paid Social Manager at Cancer Research UK
"Meta’s rollout of Threads ads is a great opportunity for brands to tap into incremental audiences and increase visibility all whilst maintaining the ease and familiarity of the Meta Ads Manager setup. Like with most new advertising platforms, early adopters will likely benefit from lower advertising costs, making now an ideal time to start testing and learning. But before jumping straight into testing, I would recommend brands ask themselves a few key questions. How well does Threads align with your marketing and business objectives? Is your target audience already active there? Have you been testing organically on the platform, and if so what insights can you apply to your paid strategy? Additionally, ensuring that tracking is set up properly and that you have the resources to create content specifically tailored to Threads’ conversational tone will help to set you up for success. Threads’ monthly active users increased during the initial ad testing phase in the US, suggesting that the introduction of ads had little negative impact on user experience. As the global rollout continues, Meta will likely focus on gradually ramping up ad load and prioritising relevance and quality to ensure the user experience remains positive and engagement stays strong."
