Threads: Meta’s Answer to X

Written By Hayley Thompson

About Threads

Threads is a newly available advertising platform built by Meta and connected to Instagram, which opened to global advertisers in April 2025. It became the fastest-growing mainstream consumer app in history, reaching 100 million sign-ups in just five days, and today maintains approximately 150 million daily active users. The platform features a text-forward, short-form format modeled after X (formerly Twitter), designed for quick thoughts, updates, reactions, and real-time conversations. Its core audience skews young, with 25-34 year-olds making up 29% of users and 18-24 year-olds representing another 20%. Its integration within Meta Ads Manager allows advertisers to activate Threads placements with a single checkbox at no additional cost. 

Ideal Use Case

Threads is best used as a nationwide reach tactic as part of a Class Notification campaign, in tandem with Facebook and Instagram. It enhances overall reach within the Meta ecosystem while tapping into Meta’s detailed targeting infrastructure, enabling audience segmentation that is as robust and precise as on Facebook and Instagram.

Campaign Capabilities

via Jon Loomer

Campaign goal types

  • Awareness

  • Traffic 

  • Engagement

Targeting

  • Geo-targeting 

    • U.S. & worldwide, by zipcode, city, or state/region, DMAs, congressional districts

  • Demographic 

    • Age, gender, language

  • Detailed targeting

    • Demographics, interests, or behaviors

  • Custom and lookalike audiences [inclusion/exclusion]

Format

  • In-feed Native Ads

  • Single Image Ads

  • Carosuel

  • Video Ads

  • Catalogue

Placement

  • Feed Placements

Limitations

  • Ads cannot run on Threads alone.

Privacy

Threads, as a Meta platform , operates under major privacy regulations and compliance frameworks, including GDPR and CCPA. Meta Ads Manager offers “Inventory Filters” that allow advertisers to select the sensitivity level of content their ads can appear in.

Reporting & Analytics

Élan will provide a Looker Studio Dashboard reflecting pacing and progress on key performance indicators (KPIs) and incorporating reporting and insights from each Meta campaign. KPIs will vary by campaign type.

The Google Analytics page will provide insights into KPIs for this campaign, such as impressions, reach, engagement, and audience growth. Access to view and download the dashboard will be granted to approved parties using email addresses associated with a Google account.

Disclaimer

Élan actively monitors platform advertising guidelines and restrictions, however, please note platform terms and conditions are subject to change. Upon change, Élan will notify the applicable parties of impact, if any, to a proposed or active notice plan.

Hayley Thompson
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