Threads Ads Are Live! Turn Meta’s New Feed into Low-Cost Reach
Last summer Meta promised that ads would hit Threads “when the time felt right.” Five months of testing later, the time is now! On April 23, 2025, the company opened Threads ads to every eligible advertiser, widening the opportunity of Instagram’s ecosystem and giving marketers access to roughly 320 million users who scroll Threads per month. Let’s discuss!
What is Threads?
Threads is a social media platform built by the Instagram team that puts conversational text first and visuals second. You log in with the same handle you already use on Instagram, so your existing followers come along and there’s no rebuilding your audience from scratch. Posts are tweet-style text updates, but you can still attach photos or links to add context.
Meta’s April 23, 2025 update
Meta explains: “We are expanding ads in Threads to all eligible advertisers globally, as well as access to inventory filter. This new placement—Threads feed—will be on by default for new campaigns using either Advantage+ or Manual Placements. Advertisers have the option to opt out via Manual Placements.” In other words, if you create a new campaign today and never touch Placements, Threads will automatically join your mix. You can still uncheck it, but Meta clearly wants advertisers sampling the new lane from day one.
How do ads on Threads work?
Paid posts are slotted in between organic posts and carry a “Sponsored” tag right under the username. Open Meta Ads Manager, build a campaign like you always do, and leave “Threads” checked under Placements. Your single-image creative (the kind you already run on Instagram) will appear in the Threads feed automatically.
Can I run ads on Threads, and why should I?
If your Meta ad account meets the usual policy guidelines, the answer is yes. The bigger question is why to shift your dollars there. First, inventory is fresh and competition is thin, so you enjoy early-mover pricing. Early campaign tracking shows Meta inventory (now including Threads) averaging about $8.58 CPM, noticeably cheaper than mature Instagram units. Second, the copy-first environment lets personality-rich brands punch above their production budgets. And finally, you diversify reach while staying inside an interface you already know.
CPM, CPC, and why lower numbers matter
CPM stands for cost per thousand impressions. Every time your ad loads on someone’s screen, that’s one impression; once the counter hits 1,000, Meta tallies the fee. A CPM of $8.58 means you pay roughly that much for a thousand sets of eyes on your message.
Why care? Because brand awareness (the simple fact that people recognize your name or offer) starts with being seen. The lower the CPM, the farther your budget stretches before anyone even clicks. So, more impressions for the same spend equals more potential customers who’ve at least heard of you.
Clicks, on the other hand, are measured with CPC (cost per click). Instead of paying for every view, you pay only when someone taps through to your site or offer. CPM grows awareness; CPC drives action. Both matter, but you need awareness before you can earn clicks, so a bargain CPM in a new placement like Threads can set the stage for cheaper CPC down the road.
Three first steps to test the waters
If you’re planning to run ads on Threads, start simple and intentional. Here’s a quick, three-step trial that gives you solid data without derailing your current schedule.
- Run one short test. Build a fresh campaign, leave Threads checked in Placements, and let it run for a week. This will give you a clean baseline of data.
- Lead with conversation. Swap a default headline for a question or statement your audience just can’t scroll past. Example: “Tired of juggling invoices at midnight?” cuts through better than “We offer accounting software.”
- Check the numbers on Friday. Pull a one-page report and stack Threads’ CPM, click-through, and comments against your last Instagram-only run. If the newcomer outperforms, keep it in the mix; if not, step back and revise.
Threads is still in its early days, which means attention here is going for yard-sale prices. Can a single sentence travel that far? We say yes.
Let’s Manage Your Advertising Campaigns
Ready to let someone else handle the testing? Fill out the form below and our team will build, monitor, and optimize your campaigns, so you can focus on your business!
Jason Bass is a marketing strategist, community builder, and founder who turns bold ideas into real momentum. At the helm of Jason Hunter Design, Pixel Partner Digital, and The Citizen, he brings clarity to chaos, structure to startups, and firepower to brands ready to scale. Known for his visionary thinking and down-to-earth leadership, Jason helps businesses grow — not just in revenue, but in purpose and impact.