Should Your Brand Be Advertising on Threads?

Are you on Threads?

As Meta’s microblogging and social media app, Threads is designed for real-time conversations and content sharing. First launched in July 2023, the platform integrates closely with Instagram, requiring users to sign up with their Instagram account.

With its growing user base and evolving features, businesses are evaluating Threads’ potential for both organic and paid social strategies.

Meta is Investing in Threads, But the Payoff is in the Future

Meta is actively investing in the expansion of Threads, aiming to gain a stronger foothold in a social media landscape that has seen X (formerly Twitter) decline in users. The platform has already reached 300 million monthly users, demonstrating healthy adoption since its launch.

Despite Meta’s commitment to building out the platform, several challenges remain, particularly in measurement, advertising performance, and user engagement.

As Meta continues to test and refine Threads, key developments are shaping its trajectory:

• Advertising is in its early stages, with sponsored Threads and posts currently being tested among select users.
• Expanded media support is being introduced, allowing users to share more dynamic content beyond text-based posts.
• Basic analytics features have been launched, though capabilities remain limited.
• No open API access, making third-party tracking and measurement difficult for marketers.

4 Things to Consider Before Advertising on Threads

While Meta may be convinced that Threads is worth their investment, is it with yours?
Here is some food for thought:

Measurement Issues

One of the biggest concerns for marketers is Threads’ lack of robust in-platform analytics. Without an open API, third-party tools cannot access Threads data, making it challenging to track performance metrics, audience engagement, and campaign effectiveness. This makes it difficult for brands to quantify the value of their presence on Threads and prove return on investment.

Usership Concerns

While Threads has a growing user base, engagement remains relatively low compared to other major social platforms like Instagram and TikTok. Without strong user activity and interaction, brands may struggle to generate meaningful engagement and build an active community.

Advertising & Cost Efficiency

Meta is still in the early phases of monetizing Threads, and questions remain about its cost efficiency for brands. Are CPM (cost per thousand impressions) and CPC (cost per click) competitive compared to established platforms? Will Threads be an effective platform for brand awareness, or will brands see stronger returns elsewhere?

Organic vs. Paid Strategy

For brands considering Threads, the decision between organic and paid efforts is key. Testing an organic presence may be worthwhile if budget allows, but for brands looking to drive measurable results, focusing on platforms with proven success and clear attribution models may seem like a more calculated use of resources.

Our Recommendations for Threads Ads

Understanding that Threads presents both opportunities and challenges for brands, businesses should take a measured approach when considering investment in the platform.

If you’re thinking about dipping your toe into Threads, here is what we recommend:

• Engage in social listening on Threads to gauge brand conversations and overall sentiment before investing heavily.
• Test an organic presence if resources allow, but prioritize platforms with established engagement.
• Focus paid efforts on platforms with measurable success and clear ROI tracking until Threads proves its advertising effectiveness.

As Threads continues to evolve, marketers should stay informed on platform developments and be ready to adapt strategies accordingly.

If you want to talk more about whether Threads makes sense for your brand, let's chat.