1 min read
What changed
Threads expanded its advertising globally with two new formats: static carousels and video ads
The Marketing API now supports app install and event optimisation campaigns worldwide
Threads has surpassed 400 million monthly active users and overtaken X in mobile daily active users
What it means
Threads is no longer a curiosity. With 400M MAU and global ad infrastructure, it is a real channel for brand visibility. The mobile DAU overtake of X means your text-first social audience is increasingly on Threads, not X. For Australian B2B and professional services brands especially, the audience migration matters. Meta's cross-platform advantage (Instagram + Facebook + Threads) also means retargeting across Meta properties gets easier.
What to do
Test a small Threads ad campaign using the new static carousel or video format
Compare CPM and engagement against your existing Instagram and Facebook placements
Review whether your organic Threads presence is active. Ads work better when there is organic credibility behind them
Evaluate shifting budget from X to Threads if your audience has migrated
Source: Social Media Today, SocialBee, TechCrunch
