Meta has expanded advertising access on its Threads platform to all qualified advertisers worldwide, marking a significant evolution in its social media advertising strategy. The announcement, made on April 23, 2025, follows successful initial testing with select advertisers in the United States and Japan, opening up access to Threads’ 320 million monthly active users.

The global rollout enables marketers to extend their existing Facebook and Instagram campaigns to Threads through Meta’s Ads Manager platform. Advertisers can now leverage the same targeting and creative tools they use across other Meta platforms, with ad placements automatically enabled through Meta’s Advantage+ campaigns system.

While the advertising capability is now available globally, Meta plans to implement a phased approach, initially focusing on select markets before expanding to additional regions. The platform’s ad integration appears as image-based placements within the Threads feed, featuring an optional sensitivity filter to address content adjacency concerns.

During Meta’s fourth-quarter earnings call, Meta Chief Financial Officer Susan Li explained that the “introduction of ads on Threads will be gradual,” and executives “don’t anticipate it being a meaningful driver of overall impression or revenue growth in 2025.” This advertising expansion represents a crucial step toward monetising the platform’s rapidly growing user base.

The integration with Meta’s existing advertising infrastructure provides seamless campaign management for marketers. Through the Advantage+ automated placement system, advertisers can optimise delivery across Facebook, Instagram, and now Threads. For those preferring manual campaign control, options to exclude Threads placements are available within advanced settings.

Threads’ advertising platform utilises the app’s algorithmic “For You” feed as its primary ad delivery mechanism. This integration into the main content stream aims to create a natural advertising experience while maintaining user engagement.

The expansion positions Threads as a significant player in the social media advertising landscape, particularly as an alternative to X (formerly Twitter). Meta’s emphasis on creating an advertiser-friendly environment, combined with its established ad technology infrastructure, provides a familiar framework for marketers already operating within the Meta ecosystem.

Looking ahead, Meta’s phased market expansion for Threads advertising throughout 2025 aligns with its broader vision of establishing the platform as a major communications hub. The success of this advertising rollout could significantly impact the future of text-based social media advertising.

News Source: https://www.cnbc.com/2025/04/23/meta-makes-ads-on-threads-available-to-all-eligible-advertisers.html