Meta announced that Instagram Threads will start testing the video advertising feature. This update not only makes Threads more like its competitor X (formerly Twitter), but also marks a new stage in its advertising commercialization strategy.
"We recently expanded ads in Threads to all eligible advertisers globally," Meta wrote in its blog post. "Soon, a small number of advertisers will test 16:9 or 1:1 video ad creative delivered in between pieces of organic content in Threads feed to offer businesses a new way to engage with their audience."
Although Meta has not disclosed detailed data such as the frequency of placement and pricing model, it can be judged from the available information that this is a native short video advertising format tailored for Threads. For brands, creators and marketing practitioners, this is an opportunity to seize the new traffic high ground.
Why are "Threads" video ads worth paying attention to?
Threads is an X-like social platform launched by Meta, emphasizing text, images and light social interaction. Currently, it has 350 million monthly active users, and the time users spend on Threads has increased by 35%. The user group is young, active and willing to interact. Threads "is expected to become Meta's next major social app".
Low traffic cost
In the early stages of the platform, competition for advertising was not fierce, and the cost per click (CPC) and cost per thousand impressions (CPM) were often lower than on the main Instagram/Facebook platforms , making it easier to obtain cost-effective exposure.Brand differentiation
Currently, most brands have not yet marketed on Threads, which is a "blue ocean" that has not yet been overdeveloped. Video content that is deployed first is more likely to stand out and form a first-mover advantage.Strong user stickiness
"Threads" users prefer lightweight interactions and content sharing, and videos can trigger comments, reposts, and brand discussions , making it an ideal platform for content marketing.
For brands, seizing the early dividend period is undoubtedly a good opportunity to gain exposure at an extremely high cost-performance ratio.
How should brands/creators get ahead of the curve?
Open or activate a Threads account immediately
If you already have Instagram, you can import followers directly;
Maintain brand consistency and use Threads to extend IG content;
The current content tends to be light topics, life sharing, and exchange of opinions, which is suitable for building a "personalized brand".
Get the first chance to test the video ads
Although ad testing is currently available to some advertisers, you can prepare in advance by:
The duration is controlled between 6 seconds and 15 seconds;
The ratio is 16:9 horizontal screen or 1:1 square;
The content highlights the brand story, user pain points and UGC feedback;
Follow the principle of "native feeling", avoid hard advertising, and promote products as if you are chatting with friends;
Pay attention to the ad CTA design, such as "Try now", "See more", "Participate in the topic", etc.
Learn to use Meta advertising system to place Threads
If you know how to run Instagram/Facebook ads, Threads can also be seamlessly integrated:
Simple operation steps:
Enter Meta Ads Manager .
Create a new campaign and select your objective (such as "Traffic," "Engagement," or "Brand Awareness");
Manually check the Threads information flow in the "Placement" settings ;
Upload video creatives, set titles and CTA buttons;
Set the target audience, budget and time, and submit for review.
Suggested topics/creative content directions
Threads users prefer a relaxed, authentic, and stress-free messaging style, suitable for the following content topics:
Opinion expression : stimulate discussion and create interaction
"Do you agree with this view?"
"After working in the XX industry for a long time, I finally realized..."
"Do you also think that today's productivity tools are too complicated?"
Suitable for brands: knowledge payment, efficiency tools, workplace services, etc.
Bonus points: set up voting in the comment area to guide users to express their positions
Behind the Scenes
"This is how our video ads were actually shot."
"This is the whole process of our product packaging"
[The founder's first Threads video ad looks like this]
Suitable for brands: e-commerce brands, cultural and creative brands, designer brands
Bonus points: with light music, no filter scene
User First Person Experience/POV Content
"As an office worker, I use XX product to solve my commuting pain points"
"POV: You are my friend, and this is your first time visiting my coffee shop."
Suitable for brands: beauty, coffee, consumer electronics, fitness brands
Bonus points: Imitation of vlog shooting method, real, low-production feeling is more friendly
"Little knowledge + product combination" videos
[3 time management skills you may not know]
"It turns out that skin care products need to be combined like this to be effective"
"Why can this little feature save you 1 hour?"
Suitable for brands: functional products, courses, SaaS tools
Bonus points: Use graphics or keywords to highlight the key points
Funny and teasing ads
"Product Managers Will Cry After Reading This Series"
"The boss complained about the advertisement we made three times"
"What's the most embarrassing line you've ever seen in an advertisement?"
Suitable for brands: young, internet-based brands
Bonus points: self-deprecating, anti-routine tone, enhancing affinity and memorability
Tips:
Threads video advertising creative suggestions are based on the principle of "content before advertising" , first arousing emotions, resonance or curiosity, and then naturally integrating brand information.
Tips: How to get higher conversion rates for Threads video ads?
The first picture/cover should be attractive to avoid being swiped away by users
Use Threads' current popular tags to increase your organic exposure
The comment section encourages interaction, for example: "What do you think of this trend? Feel free to leave a comment!"
Combine Threads'native context and conversational style to avoid "hard advertising feeling"
Which industries are suitable for trying Threads advertising?
New consumer categories (beauty, 3C, daily necessities, and trendy toys): suitable for creating hot topics;
Education/Knowledge Payment : Suitable for short video content education guidance;
B2B brands : suitable for using content to build trust and authority;
KOL/media organizations : seize the content front and establish content influence.
Conclusion
Although Threads video ads are still in the testing phase, it is clear that it is becoming the next key monetization platform in the Meta series.
For brands, the earlier you start planning, the easier it is to obtain low-cost traffic and brand first-mover advantage.
Do you think Threads video ads will become mainstream in the future?
