Threads ads are now rolling out globally, marking a significant shift in Meta’s monetisation strategy for its newest social platform. After limited testing earlier this year in the US and Japan, advertisers worldwide can now access Threads as a placement within Meta’s broader ad ecosystem. With over 300 million monthly active users (MAUs) and growing steadily, Threads is transitioning from experiment to a fully fledged media channel.

For senior marketers, the timing prompts a reassessment of campaign planning, audience targeting and platform strategy. The questions are clear: Is Threads ready to perform at scale? And can it serve as a viable alternative or complement to X (formerly Twitter) in a shifting social media landscape?

Threads in Context: Where It Stands

With 300 million MAUs, Threads is no longer a niche app. It is smaller than Facebook, Instagram and TikTok, but it is now a serious player in public conversation. Comparisons with X are particularly relevant, given Threads’ positioning as a more controlled, brand-friendly space for real-time dialogue.

Elon Musk has claimed that X attracts around 500 million monthly users, though that figure lacks independent verification and likely includes automated or passive traffic. Most third-party estimates suggest the platform now has 350 to 400 million logged-in, active human users. Threads is closing the gap, while offering a cleaner environment with more stable moderation and consistent ad tools.

That distinction matters. While X still provides reach and relevance for specific audiences and real-time engagement, Threads is emerging as a lower-risk channel for brands prioritising tone, safety and user sentiment.

What Threads Ads Look Like in Practice

Threads ads are now appearing in the main feed, delivered as static image ads that slot between organic content. Advertisers do not need bespoke creative; existing placements from Instagram or Facebook can be repurposed directly via Meta Ads Manager.

Campaigns using either Advantage+ or Manual Placements will now include Threads feed by default. Marketers can opt out manually, though early testing suggests that Threads’ lower CPMs may present an efficient opportunity for upper-funnel objectives.

Inventory controls are available at launch, using Meta’s established three-tier brand safety system:

• Expanded inventory offers the broadest reach

• Moderate inventory excludes highly sensitive content

• Limited inventory provides the most conservative placement, with reduced scale and higher costs

These tools will be familiar to anyone running campaigns on Facebook or Instagram, making Threads a straightforward addition to your Meta setup.

Performance and Platform Role

At this stage, Threads should be considered a brand-building channel, rather than a direct response engine. Early formats are simple, the ad environment is relatively uncluttered and users are still exploring the platform’s role in their daily routines.

From a performance perspective, early adopters may benefit from favourable CPMs, higher visibility and lower competition. But KPIs should focus on engagement, reach and awareness, rather than conversions or lower-funnel actions.

For most brands, Threads will not replace X outright. However, it does offer a credible alternative for advertisers who have paused spend on X due to concerns around content moderation, user experience or brand safety. Threads also benefits from Instagram integration, allowing users to carry followers across platforms and making discovery more seamless for both people and businesses.

Strategic Considerations for Marketers

With Threads ads now rolling out, marketers should take a test-and-learn approach while the platform matures. Key considerations include:

• Audience relevance: Are your target customers active on Threads? Meta reports that three in four users follow at least one business, suggesting an appetite for branded content

• Creative suitability: Threads is a text-and-image platform, with no Stories or Reels equivalent. Your content should be conversational, community-focused and brand-led

• Risk appetite: Threads offers a more controlled environment than X. For brands in finance, healthcare or highly regulated sectors, Threads may provide a safer entry point for public engagement

• Media mix balance: Threads is best seen as a complement to existing Meta activity. It does not require new tools or major investment, but it does require clear creative alignment and appropriate expectations

Meta’s decision to expand Threads ads globally marks the next phase of the platform’s evolution. With a growing user base, integration into existing Meta workflows and proven brand safety tools, Threads is now a viable addition to many media strategies.

While it may not yet rival Instagram or Facebook for scale, or X for real-time influence, it does offer something valuable: a clean, well-managed environment for brand storytelling and public conversation. For marketers with campaigns in the Meta ecosystem, Threads can be added with minimal effort and tested with low risk.

Threads ads are no longer a test. They are now live and scaling. Whether you see it as an alternative to X or simply a new way to extend reach across Meta’s platforms, it is worth evaluating for inclusion in your next campaign cycle.