Threads, launched by Meta in 2023 as an extension of Instagram, has already surpassed 320 million users. Already established as an alternative to X (formerly Twitter), this social network serves as a space for spontaneous interactions and discussions.

Nowadays, Threads is going further, becoming fertile ground for brands. Since June 2025, the social network has allowed paid ads, available globally.

For marketing professionals and paid traffic managers, this means a new opportunity to reach engaged audiences. But how do you create ad campaigns on Threads that deliver results? Especially where audiences seem to seek more authentic interactions?

In this article, we will show you, step by step, how to get the most out of this rising platform.

What are ads on Threads?

Ads on Threads are sponsored posts that appear naturally in users' feeds, blending in with organic content. They follow the same model as ads on Instagram and Facebook, but with a unique feature. They are tailored to the platform's lighter, more conversational environment.

This means that brands have room to test different creatives, using language that resonates with their audience, without seeming intrusive.

Key features:

• Full integration with Meta Ads Manager: you create and manage campaigns in the same dashboard you already use for Instagram and Facebook.

• Automatic placement: Ads can appear in the Threads feed as a natural part of scrolling.

• Effective targeting: all the power of Meta's tools is available, such as interests, behaviors, and similarities within your audience.

• Unified reporting: performance is presented alongside other Meta channels, making analysis easier.

Why advertise on Threads now?

Ads on Threads in 2025 is proving to be a very similar experience to the early days of advertising on Instagram in 2015. It's a new space, with less competition and lower costs.

Here are the main reasons to include Threads in your media plan:

Young and engaged audience

A large part of Threads' user base comes from Instagram, especially Gen Z and millennials. It's an audience that seeks authenticity, humor, and speed.

Global reach

Ads are now available worldwide to qualified advertisers. This opens doors for brands looking to expand into new markets.

Low saturation

Since ads are still new, there is less competition. This means more affordable CPMs and CPCs.

Integration with existing strategies

You don't have to create campaigns from scratch. You can leverage creatives already used on Instagram, adjusting only the tone for Threads.

Creative environment

As a social network for conversations, memes, and quick opinions, Threads is perfect for testing different narratives.

Step-by-step guide to creating ads on Threads

Creating an ad campaign on Threads is simple if you already use Meta Ads Manager.

1. Set up your account

First, your company needs to have:

• A business account on Instagram (which serves as the basis for Threads).

• Access to Meta Business Manager.

• An active ad account. 

Then, simply link Threads to your brand's Instagram account, and you'll be ready to advertise.

2. Create your campaign in Ads Manager

In the Meta Ads Manager dashboard:

1. Click on “Create campaign”

2. Choose the campaign objective. Currently, the objectives compatible with Threads are:

• Brand awareness.

• Reach.

• Traffic.

• Conversions.

• Lead generation.

3. Select Threads as placement

The Threads feed is automatically enabled when you use Advantage+ Placements. But if you prefer, you can manually select Threads only.

4. Create your ad

Currently, ads on Threads are image-only (videos and other types will be available soon).

Practical tips:

• Clear and striking image, with strong colors and contrast.

• Short and direct copy, avoiding long paragraphs and focusing on quick phrases.

• Conversational tone with language adapted to appear organic within the feed.

5. Set your budget and audience

Set your daily or lifetime budget. Take advantage of Meta's targeting features:

• Interests

• Behaviors

• Custom audiences (e.g., website visitors, email list)

• Lookalike audiences

6. Track and optimize

Performance appears in Meta's unified reports. Track metrics such as:

• CTR (click-through rate)

• CPC (cost per click)

• CPM (cost per thousand impressions)

• Conversions

Tips for effective campaigns on Threads

Advertising on Threads isn't just a matter of copying and pasting creatives from Instagram. The context and culture of the platform require adjustments.

Here are seven best practices:

1. Use authenticity as a strategy

The Threads audience does not buy (literally) “forced” ads. Use light narratives, memes, and even a touch of humor.

A good example: instead of a cold ad about a discount, try using a more casual copy, such as “You blinked, and now we have 30% off. Blink again and miss out!”

2. Reuse Instagram content

Since most of your audience comes from Instagram, it makes sense to use creatives that have already performed well there. But adjust the tone to be more relaxed.

3. Bet on A/B testing

There is still no “ready-made recipe” for Threads. Test different images, CTAs, and writing approaches.

4. Monitor engagement metrics

What works on Instagram doesn't always work on Threads. CTRs and engagement rates can vary greatly. Keep a close eye on them and optimize if necessary.

5. Simplify the call to action

On Threads, less is more. Use short and objective CTAs:

• “Learn more”

• “Get yours”

• “Find out now”

6. Take advantage of low competition

Costs per click are lower than on Instagram and Facebook. It's time to explore new audiences without spending too much.

7. Be aware of limitations

Currently, the following are not supported:

• Videos

• Dynamic ads

• Partner ads

In other words, focus your efforts on high-impact static creatives.

Examples of good ideas for Threads ads

Example 1: Fashion brand

• Image: authentic photo of a customer wearing the outfit, selfie style.

• Copy: “What’s your OOTD? This is ours. ✨”

Example 2: Productivity SaaS

• Image: stylized screenshot of the dashboard.

• Copy: “Fewer open tabs. More focus. Try it free today.”

Example 3: Food delivery

• Image: pizza coming out of the box.

• Text: “We can't read minds. But yes, it's pizza you wanted right now.”

Essential metrics for evaluating success

When running your campaigns on Threads, don't just look at clicks or impressions.

Here are the key metrics:

• CTR (Clickthrough rate) measures interest in your ad.

• CPC (Cost per Click) shows financial efficiency.

• CPM (Cost per Thousand Impressions) helps you understand reach.

• Conversion rate to check how many clicks turned into sales or leads.

• Ad engagement, such as likes, replies, and shares, is also an important signal.

Common mistakes in Threads campaigns

• Reusing Instagram ads without adaptation: Threads' language is more casual.

• Ignoring testing: as the platform is new, there are no solid benchmarks yet. Testing is essential.

• Excessive text: very long posts lose impact.

• Not monitoring reports: initial results may differ from expectations. Quick adjustments are key.

Is it worth advertising on Threads?

Yes. And now is the best time to start.

Threads offers:

• Lower media costs.

• A rapidly growing audience.

• Full integration with the Meta ecosystem.

But like any new platform, there are risks and uncertainties. For early birds, however, there are also huge competitive advantages.

If you're looking for a younger, more engaged audience that is less impacted by traditional ads, Threads could be your next smart move.

Organize ad references

Creating effective campaigns requires constant inspiration. Often, the best way to build creative ads is to study what other brands are doing.

Do you know what can help you with that? Dewey

Dewey is a tool that allows you to save, organize, and manage your favorite social media content. With it, you can create collections of inspiring ads from Threads, follow creative trends, and keep all your references well organized.

Imagine having your own library of ad examples that are aligned with your business concept? When it comes time to create your own campaigns on Threads, you'll already have a rich source of ideas.

Benefits of Dewey for marketers:

• Save inspiring ads from any network.

• Create themed collections for future campaigns.

• Facilitate brainstorming with your team.

• Never lose a good reference again.

If you want to go beyond just creating ads and really build creative and effective campaigns, Dewey is the perfect partner for your strategy.

The time is now

Advertising on Threads is still in its early stages. This means there is room for mistakes, testing, and, above all, opportunities.

Those who start now can reap significant results before competition increases and costs rise.

The recipe is simple:

• Create authentic ads.

• Test constantly.

• Get inspiration from good references.

• Use Dewey to organize ideas.

Threads is not just “another Meta channel.” It can become your competitive advantage in marketing campaigns in 2025 and beyond.