Threads Feed placement is here…
Meta recently announced the rollout of a new placement to monetize Threads. If you’re lucky, you already have it.
Let’s take a look…
Where to Find It
When creating a new ad set, you may see a message under Placements that reads, “Introducing ads in Threads.”
When you switch to manual placements, you’ll see an option for the Threads platform (in addition to Facebook, Instagram, Messenger, and Audience Network).
Threads Feed can be found within the Feeds placements. Meta currently recommends horizontal or square images.
When creating your ad, you should see a new identity option (at the top) for Threads Profile. The options will be connected to your selected Instagram account.
Customization by Placement Problem
One problem I’ve found is that you can’t currently customize creative by Threads placement. It’s not currently listed within the Feeds placements when choosing placements to customize.
This does appear to be evolving, however. Originally, when looking at the Advanced Preview, there wasn’t a preview for Threads. Instead, I saw this message:
Creative customizations by placement are not compatible with Threads feed.
I do see the preview now, so things are changing in real time.
In all likelihood, customizations by placement for Threads is coming.
Meta’s Plans
Of course, you should expect very few impressions, if any, from this placement for now. On the recent Q1 earnings call, Meta reiterated:
We don’t expect Threads to be a meaningful driver of overall impression or revenue growth in 2025.
I’m not currently seeing impressions for this placement in my Ads Manager, and I’m also not seeing ads as a user.
How about you?
