Ads on Threads Overview

Prévia do material em texto

January 2026
Ads on Threads
Overview
TOTY REEL - Final with Titles 2.mp4
Threads is for public 
conversation that 
builds perspective
http://drive.google.com/file/d/1e7gY-nfv2JuA3Bj_j-vA9ta_9cFk39L1/view
Source: 1.Internal Meta data, August 2025, 2. Meta earnings 2025
400 million
monthly active people connecting over fresh perspectives1
Threads is our newest, fast-growing 
social app for public conversation. 
35% increase
in time spent on Threads in H1 20252
150 million
daily active people openly sharing their ideas2
Threads is #2 on 
Apple’s Top US 
Apps in 2025
@onlymurdershulu - NORAM - Media
Source: Instagram case study, Aug-Nov 2024
710%
increase in views season-
over-season
Hulu’s Only Murders 
in the Building built 
fandom on Threads 
333%
increase in replies season-
over-season
18%
gain in followers 
during the season
Hulu hosted a Threads “Ask Me Anything” 
Q&A with the showrunner John Hoffman and 
cross promoted across Instagram for their 
biggest Threads success of the season.
Fostering an engaging fan community on Threads has become a key part 
of our social strategy for Only Murders in the Building. We were thrilled to 
see the organic response to our first-ever “Ask Me Anything” and are 
excited to continue leveraging this tactic on future Hulu campaigns." 
Brittany Mehciz
VP, Hulu Social Media & Influencer Partnerships
“
Let your campaign 
go further by 
extending it to the 
growing Threads 
community
https://app.highspot.com/embedded_content/6c598c27bc4e0ff3d35ba313416879fef82cbf5a?overlay=true
Reach a growing community
Connect with a growing community of over 400 million 
people seeking fresh ideas and open conversation.
01
Seamlessly extend your campaigns 
Easy to add Threads to your new campaigns. Familiar 
image, video and carousel ad formats mean no need 
for bespoke creative. 
02
Connect with confidence
We want people to be able to share their views on 
Threads, and we have policies to create conditions 
where everyone feels comfortable expressing themselves.
03
with ads on 
Threads
Join the 
conversation 
Feel confident about 
where your ads 
appear on Threads
PLATFORM FLOOR
Community Standards
MONETIZATION POLICIES
Partner and Content Monetization Policies
SUITABILITY CONTROLS
Inventory filter
AVAILABLE 
INVENTORY 
FOR AD 
PLACEMENT
→ Community Standards outline what is and isn’t 
allowed on our technologies, including 
Threads.
→ Monetization policies set additional standards 
for whether publishers and content are eligible 
for an ad to appear within or next to them.
→ Inventory filter allows advertisers 
to control the sensitivity level of the 
organic content their ads appear next to.
→ Third-party verification with 
Meta Business Partners offers independent 
reporting on the context in which ads appear.
After you’ve selected your objective, 
audience and budget for your campaign, 
Threads feed will be on by default in both 
“Advantage+” and “Manual placements” 
in the placements section.
You must opt in to Instagram feed in order 
to opt in to Threads feed, no standalone 
campaigns are supported at this time.
Threads feed 
placement is 
default on
Threads feed is on by 
default for both options. 
You may opt out through 
Manual placements.
If you don’t have a Threads profile, your Instagram 
account will automatically be selected under 
Threads profile in the identity section in Ads 
Manager. If you don’t have an Instagram account, 
your Facebook Page will be selected.
Once delivered, tapping on the account and/or 
profile icon of the ad will prompt a pop-up, clarifying 
your brand does not yet have a Threads presence.
Run Threads ads 
without a profile
Note: If you create a Threads profile, ads created previously using your 
Instagram account (active or inactive) will stop delivering to Threads feed. 
To continue, update your Threads profile in the identity section of Ads Manager.
Caption is key.
Video, photo, and carousel posts that also include text have 
performed significantly better than posts without any text¹.
Jump on trends and share your thoughts. 
Discuss cultural moments, pop culture, and current events 
that are likely to be top of mind of your audience.
Make ‘em laugh. 
Humorous content received a higher # of views on Threads2
Communicate ‘Human to Human’.
Sharing personal thoughts and everyday moments, rather 
than a scripted brand tone, helps build genuine relationships.
Creative considerations
Source: 1.Based on internal analysis over a 30-day period in H1 2024 among global Threads creators. 
2. Based on internal analysis over a 30-day period in H1 2024 among global Threads creators 
Learnings from organic Threads
https://app.highspot.com/embedded_content/e11c40864a4bd1479283e3b13c7931aee20051ea?overlay=true
Format: Single image
Aspect ratio: Aspect ratios from 1.91:1 to 9:16 are supported but taller 
images (>4:5) will be masked to 4:5 (center cropping). Images with 
aspect ratios between 1.91:1 to 4:5 will not be cropped or altered.
Caption specs: Min 1, max 2200 characters
→ We recommend shorter captions that are simpler and aim to 
spark conversation. Character length over 80 characters 
may be truncated across various devices.
→ You can include up to 30 hashtags.
→ URL links are not tappable.
Headline specs: Min 1, max 250 characters
→ We recommend shorter, 1-line Headline (~40 characters), however 
text may be truncated across various placements and devices.
Creative considerations
Image
Threads profile & 
Sponsored label
1.91:1 to 4:5 media
Caption/primary text
Destination URL
Headline
Creative considerations
Video
Format: Single video
Aspect ratio: Aspect ratios from 1.91:1 to 9:16 are supported but taller 
videos (>4:5) will be masked to 4:5 (center cropping). Videos with 
aspect ratios between 1.91:1 to 4:5 will not be cropped or altered.
File type: MP4, MOV and GIF
Resolution: 1440 x 1800 pixels is recommended. There is no minimum 
or maximum resolution.
Caption specs: Min 1, max 2200 characters
→ We recommend shorter captions that are simpler and aim to 
spark conversation. Character length over 80 characters 
may be truncated across various devices.
→ You can include up to 30 hashtags.
→ Note: Closed captions on video are not yet supported.
Headline specs: Min 1, max 250 characters
Call-to-action: Selected call-to-action is provided in the immersive 
video player. Not all call-to-action buttons are supported at this time.
https://app.highspot.com/embedded_content/f4afd3759355e90cc48fab89555b2a0ebf022646?overlay=true
Creative considerations
Carousel
Format: Image only
Aspect ratio: Aspect ratios from 1.91:1 to 9:16 are supported but taller 
images (>1:1) will be masked to 1:1 (center cropping)
File type: JPG or PNG
Resolution: 1440 x 1440 pixels is recommended. There is no minimum 
or maximum resolution.
Caption specs: Min 1, max 2200 characters
→ We recommend shorter captions that are simpler and aim to 
spark conversation. Character length over 80 characters 
may be truncated across various devices.
→ You can include up to 30 hashtags.
Headline specs: Min 1, max 250 characters
→ We recommend shorter, 1-line Headline (~40 characters), however 
text may be truncated across various placements and devices.
Number of Carousel Cards: 2 minimum and 10 maximum
Landing Page URL: Required, you can add unique landing 
pages to each card.
Ads on 
Threads 
specifications
→ Learn more in Help Center
Specs Supported Not supported at this time
Buying availability • Ads Manager: Auction
• Marketing API
• Ads Manager: Reservation
• Boost
Campaign flows • All
Placement • Default on in both Advantage+ and 
Manual Placements
• No standalone buying; Must also be 
opted in to Instagram feed
Ad formats • Single image 
• Single video (up to 500 seconds)
• Carousel
• Advantage+ catalog ads
• 1-click disclaimer ads (Pharma, Auto)
• Collection
• Partnership ads
Objective • Reach
• Link clicks
• Conversion
• Lead gen (Website, ie Lead Pixelevent)
• App installs
• Lead gen (Instant forms)
• Engagement
Conversion Location • Website URL (Universal links are 
supported)
• Website and App
Brand safety 
and suitability
• Inventory filter 
• Third-party verification
• Third-party content block lists
https://www.facebook.com/business/help/655859553779869
→ Learn more about adding a Threads account to your business portfolio here
Manage Threads 
account within your 
business portfolio
Key criteria:
→ An associated Instagram account is needed: To 
manage a Threads account in Meta Business Suite, 
an associated Instagram account with matching 
username must also be added to the portfolio.
→ People and access will be managed on Instagram: 
Anyone who has access to the associated Instagram 
account will also have the same access to the 
Threads account. You can manage them and their 
access using the Instagram account in the portfolio.
You can now add your Threads accounts 
to your business portfolios to do things 
like run ads in Ads Manager and cross-
post using Meta Business Suite.
New! Manage your Threads 
accounts in business portfolio
https://www.facebook.com/business/help/1888797071720635
Manage replies to ads 
on Threads from 
Ads Manager
Advertisers can review and hide replies 
to their ads on Threads in Ads Manager 
with the “Manage Threads replies” 
menu.
Manage Threads 
Replies while 
editing ads
App ads 
on Threads
→ App install campaigns
→ Advantage+ app campaigns
→ App event optimization
→ Deep link
→ Value rules
Supported
Advantage+ 
catalog ads 
on Threads
→ Carousel ad format
→ Single image
Supported
→ Single video
→ Slideshow
Not supported at this time
→ Info card
→ End card
Carousel (1:1) Single image (1.91:1 - 4:5)
On organic post On ads
ENABLED CONTROL(S) ENABLED CONTROL(S)
Like N N
Reply
Anyone, Followers only, 
Profiles you follow, Mentioned 
only
Reply Moderation is 
available in Ads Manager
Quote
Anyone, Followers only, 
Profiles you follow, Mentioned 
only
N
Repost N N N
Markup N N N
Use media Turn on and off N N
External link N Y N
User adds to Instagram Story, Feed, Reels N N N
Messenger, WhatsApp, Messages N Y N
Share to Opt out of Fediverse Note: Ads are 
not avail in Fediverse N
Engagement types 
on Threads
Y = Yes N = No P = Post-level T = Threads account-level
YY
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Y
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Y
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N
N
T
P
P
Y
N
Y
N
N
N
Y
Y
Y
T
N
N
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N
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P
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