1 min read
What changed
Threads now has over 400 million monthly active users globally and supports advertising via the Marketing API.
New ad formats include static carousels and video ads rolling out worldwide.
App install and event optimisation campaigns are available without requiring new creatives (existing assets work).
What it means
Threads has crossed the threshold from experimental to viable ad channel. At 400 million MAU, it is no longer a rounding error in your media plan. The fact that existing Meta creative assets work on Threads means the barrier to testing is almost zero. For Australian brands already running Meta campaigns, adding Threads as a placement is a low-risk way to reach an audience that skews toward early adopters and tech-literate professionals.
What to do
Add Threads as a placement in your existing Meta Advantage+ or manual placement campaigns
Monitor Threads-specific performance in Ads Manager breakdowns (check CPM and engagement rates vs Instagram)
Test Threads with brand awareness or app install objectives first before committing bottom-funnel budget
Create a few Threads-native posts organically to build presence before running paid
Source: SocialBee, Swipe Insight and Meta for Business (April 2026)
