Threads launched in 2023, and at first, many saw it as just another “toy.” But over time, the platform has evolved into a полноценный business channel: the audience is growing, engagement is stable, and Meta has recently introduced advertising in Threads via its Ads Manager. In other words, it’s no longer just a place for short thoughts and memes — it’s a space where brands can actually talk to people.

For businesses, Threads is a chance to claim a spot in the feed while it’s still early. Especially if you’re working with a brand that wants to feel closer to its audience, communicate in a simple, human way, and isn’t afraid to try new formats. And at newage., we’re already helping clients test Threads Ads.

What Is Threads and How Does It Work

Meta created Threads as an extension of Instagram. All users sign up through their Instagram account, and even their profile photo and bio are imported automatically. No extra forms, no new passwords — you log in and can start posting right away.

Threads is built on the same advertising and algorithmic ecosystem as Facebook and Instagram. So when Meta decided to introduce ads on Threads, it didn’t need to reinvent the wheel. It simply “enabled another placement” inside the familiar Ads Manager.

The main idea behind Threads is to make social media feel “human” again. No overly staged Stories, no excessive gloss, no endless videos. The platform is built around short thoughts, quotes, discussions, and a bit of light sarcasm.

Key Features and Audience

On Threads, users can:

• write short posts of up to 500 characters;
• add photos and videos up to 5 minutes long;
• react, comment, and share content;
• easily follow accounts from Instagram.

Threads’ audience has been growing steadily — by 2025, the platform had reached over 400 million monthly active users worldwide, and Meta continues to actively promote it.

In Ukraine, Threads officially became available at the end of 2023, and in 2024, it started gaining traction among marketers, creators, and brands that were already feeling a bit cramped in Reels. Today, Ukrainian companies are actively testing this channel, especially after the launch of advertising.

How Threads Differs from Instagram, Facebook, and X (Twitter)

If Instagram is all about polish, and Facebook feels like an encyclopedia of posts and comments, then Threads feels more like a group chat with friends.

The key differences are:

• Text-first content takes center stage — no need for videos with ten takes and a stack of filters.
• Less drama, more conversation — the atmosphere is still relatively friendly.
• Full integration with Instagram — you can carry over content, tags, and analytics
• Meta’s algorithms can help grow reach faster, even if you do not have a huge follower base yet.

And yes, Threads still has less clutter from random marketplace-style ads, so the feed feels cleaner.

Threads Ads: What They Are and How They Work

Meta officially opened access to advertising on Threads in 2025: first as a limited test for selected brands, and from April onward for advertisers worldwide. It quickly became one of the biggest stories of the year for performance marketers who had been waiting for a new placement.

Threads is integrated into Meta’s shared advertising ecosystem. This means advertisers do not need to create a separate account or learn a new interface. All campaigns are set up through the familiar Meta Ads Manager.

This is not an experimental tool — it is a full part of Meta’s advertising ecosystem. The ad algorithms, analytics, and budget optimization work in much the same way as they do for Facebook and Instagram. Threads has become a natural extension of the broader Meta setup.

Where Ads Appear: Placements

At the moment, the main placement for Threads ads is the Feed. Ads appear between regular user posts, blending naturally into the content.

Users see sponsored posts much like any other post — with a brand avatar, text, an image or video, and a CTA button (“Learn more,” “Shop now,” etc.). The experience feels native and unobtrusive.

Meta is expected to introduce more placements in the future — such as within comments or under discussion threads — but these features are still in development.

Available Ad Formats

Threads currently supports the same core ad formats as Instagram and Facebook, with an approach that fits a more text-driven environment:

• Image Ads — static images with a short caption or key message;
• Video Ads — short vertical videos, up to 15 seconds;
• Carousel Ads — multiple cards within one ad, which work well for products or storytelling.

All ads should feel as natural as possible. Threads is a space for conversation, so overly salesy banners tend to feel out of place. Users respond better to short, witty messaging that makes the brand feel like part of the conversation.

Meta says campaign performance is measured through the familiar metrics: CTR, CPM, conversions, profile clicks, and more. Analytics are fully integrated into Meta Ads Manager, so there is no need to learn a whole new reporting system.

Pros and Cons of Threads Ads

From a media planning perspective, Threads is an early-stage platform with a still limited but high-quality ad inventory. Lower competition allows brands to test hypotheses at relatively low CPMs and gain additional reach within the Meta ecosystem.

At the same time, it is important to consider that optimization algorithms and audience scale do not yet match the levels of Instagram or Facebook. That is why Threads is best integrated into the media mix as a tool to expand reach and support upper-funnel goals (awareness and engagement), rather than being treated as a standalone performance channel.

Pros

Threads offers several meaningful advantages for businesses:

1. A new channel with a “cleaner” audience.

The platform is not yet saturated with ads, so users tend to respond more actively. This gives brands a chance to show up freshly, without the usual banner fatigue.

2. Lower competition.

While most advertisers are still focused on Instagram Reels, early adopters in Threads Ads may benefit from lower CPMs and stronger visibility. As is often the case, Meta tends to give momentum to newer placements.

3. Full integration with existing campaigns.

There is no need to build everything from scratch — Threads simply appear as another placement inside Meta Ads Manager. Brands can extend campaigns from Instagram or Facebook and test how they perform in a new environment.

4. A great space for testing and experimentation.

Threads is still a platform where brands can experiment with format and tone. It works especially well for businesses that want to feel more human, more informal, and gather insights quickly.

5. A younger and more active audience.

Threads attracts many early adopters, SMM specialists, creators, and digital enthusiasts — exactly the kind of audience that enjoys trying new things and engaging with brands.

Cons

There are a few important nuances to keep in mind before launching.

1. Threads is not yet a fully standalone advertising channel.

You cannot run ads only in Threads. Due to Meta’s current limitations, if you use manual placements, you need to keep Instagram Feed enabled and add Threads Feed alongside it. In other words, Threads currently works not as a fully independent ad channel, but as an additional placement within Meta campaigns.

2. Reach is still smaller than on Instagram or Facebook.

Threads is growing, but in terms of audience scale, it still trails Meta’s more established platforms. That makes it better suited for testing, incremental reach, and working with new audiences — rather than replacing your core channels entirely.

3. Performance can still be inconsistent.

CPM and CTR may fluctuate as Meta continues refining the placement and users are still getting used to seeing ads in a text-first feed.

That is why, for now, Threads is best used as a testing ground — not a destination for 100% of your budget. Try it, watch the results, and who knows: you might be the one to crack the formula for the first truly viral ad on Threads.

How to Launch Ads on Threads: A Step-by-Step Guide

If you have ever launched campaigns on Facebook or Instagram — congratulations, you already know 90% of the process. Still, let’s go through it step by step to make sure nothing is missed.

Step 1. Preparation

Before launching ads on Threads, make sure your basics are in order:

• Check your ad account. It should be active and connected to your Meta Business Manager.
• Link your Threads account to Instagram. Threads works as an extension of Instagram, so login and setup are tied to it. If your Instagram business account is already connected to Ads Manager, Threads will automatically be available as a placement.
• Review Meta’s advertising policies. Threads follows the same rules, so ads for “miracle weight loss products” will still get rejected.

Step 2. Campaign Setup

Now let’s get into the process itself. In Meta Ads Manager, click Create and choose your campaign objective:

• Awareness — for brand visibility;
• Traffic — to drive users to a website or profile;
• Engagement — for reactions and comments;
• Leads or Conversions — if your goal is actual inquiries or sales.

Next, set up your Ad Set:

• define your audience (age, location, interests, custom or lookalike);
• set your budget (daily or lifetime);
• choose your schedule.

Everything works just like in standard Meta campaigns — Threads is built into the same interface, so there is no need to learn anything from scratch.

Крок 3. Плейсмент Threads

This is the key part. In the Placements section, you have two options:

• either keep Automatic placements — in this case, Meta will automatically deliver your ads across the most effective placements, including Threads;
• or choose Manual placements — and here is an important nuance: Threads Feed cannot run on its own. Due to current Meta limitations, you need to keep Instagram Feed enabled and then add Threads Feed alongside it.

Step 4. Creatives: Adapting for Threads

Since Threads Ads are launched through Meta Ads Manager and cannot run independently without Instagram Feed, the starting point is usually not to create a completely separate set of creatives just for Threads. In most cases, brands use shared creatives within one campaign, where Instagram Feed acts as the primary placement and Threads Feed serves as an additional one within the same setup.

Here is what matters most:

• the creative should display correctly in both Instagram Feed and Threads Feed;
• the copy should feel natural and easy to read in-feed, without being overloaded with complex messaging;
• visuals should be simple and native-looking, so they do not feel too much like banner ads in the Threads environment;
• if Threads is getting only a portion of the budget, it is usually enough to test how your existing creatives perform in the new placement.

So the logic is simple: first adapt within a shared campaign, then move to separate tests if the placement shows strong results.

Step 5. Launch, Review, and Monitoring

Once the ad is ready, click Publish and give Meta a few hours for review. Ads on Threads go through moderation under the same rules as Facebook and Instagram placements.

Then comes monitoring in Ads Manager:

• track CTR, CPM, and conversions;
• compare performance with Instagram and Facebook;
• test new copy and visuals when needed.

Meta continues to optimize delivery over time, so results may improve a few days after launch. After the first round of testing, you will already have a clearer view of whether the campaign is worth scaling and how Threads fits into your overall media mix.

And if you would rather not deal with all the setup yourself, the team at newage. has already tested the buttons, placements, and nuances — and knows how to make Threads ads actually work.

Threads Ads in Ukraine: Reality, Pricing, and Opportunities

At first, Ukrainian users were simply exploring the new platform. But once advertising was introduced, things started to shift — brands began seriously considering Threads as a new communication channel.

Current situation in Ukraine

Ukrainian users are actively adopting Threads, especially within creative and marketing communities. The platform attracts many professionals from digital, IT, e-commerce, and small business sectors.

Meta is gradually expanding its ad inventory for the Ukrainian market — Threads already supports targeting Ukrainian audiences, although the number of available placements is still limited. In the feed, you can see both international campaigns (global brands and e-commerce) and early local ones — from Ukrainian studios, startups, and educational projects.

In terms of reach, the potential audience is still smaller than on Instagram, but the quality often makes up for the volume. Users tend to be active, curious, and more likely to engage — commenting and sharing brand posts more frequently, with engagement rates often higher than the average across Meta platforms.

Estimated Pricing and Metrics

Since Threads is still a relatively new advertising placement, costs depend on the niche, audience, campaign objective, and the overall campaign structure in Meta Ads Manager. In practice, Threads metrics are best evaluated alongside Instagram Feed, since that is how this placement is currently launched.

Below are approximate ranges based on existing placements:

Overall, Threads currently appears to be more cost-efficient than Instagram in terms of impressions and reach, while still trailing behind on CTR. In other words, it is an interesting option for incremental reach and testing, but not a placement you should expect to deliver the highest click-through rates.

We have already launched our first campaigns, understand how the algorithms work, and can help adapt your content to fit the style of this platform. The goal is to build communication that feels human, natural, and delivers real results.

Threads is a place where brands can feel closer to people. And newage. is the team that can help you make that move faster, more effectively, and with confidence.

FAQ: A Quick Guide to Threads Ads

Can you run ads on Threads in Ukraine?

Yes. Ukrainian advertisers can run ads on Threads through the standard Meta Ads Manager. Threads is available as a placement within regular campaigns, so there is no need to create a separate advertising account.

How much does advertising on Threads cost?

The cost of Threads ads depends on your campaign objective, audience, creatives, and overall setup in Meta Ads Manager. In practice, Threads can deliver lower costs for impressions and reach than Instagram, although it does not always generate higher click-through rates.

How are Threads ads different from Instagram Ads?

The main difference is the style of communication. Threads is a more text-oriented platform, so shorter, more conversational messaging paired with natural-looking visuals tends to work better. Compared to Instagram, users on Threads are also more likely to interact with a brand as if it were part of the conversation, rather than just another advertiser.

What ad formats does Threads support?

Threads currently supports single-image ads, video ads, and carousel ads. All of these formats are launched through Meta Ads Manager and are available for placement in the Threads Feed.

Who should test Threads Ads?

Threads is worth testing for brands focused on awareness and audience engagement. The platform can be especially relevant for local businesses, startups, educational and IT projects, as well as companies with a distinctive brand voice. For large-scale performance marketing, however, it is still better viewed as an additional channel rather than a primary one.