What are Threads ads?
Threads ads are Meta ads shown in the Threads feed on mobile. You run them through the Threads feed placement in Ads Manager with image, video or carousel creative. They need a Threads identity, which can be your own Threads profile or one backed by your Instagram account or Facebook Page. Meta keeps Threads ad volume intentionally low.
The Threads feed is one of the placements Ads Manager can deliver to. A Threads ad appears in that feed, carries a Threads identity and, for most advertisers, can be replied to. Meta’s placement list says these ads appear when people use the Threads app on mobile devices. It is also still small: Meta’s developer documentation says ad volume in Threads is kept low on purpose while Meta tests and learns.
Where do Threads ads appear?
Meta’s placement list puts the Threads feed in its Feeds group and says your ads appear there when people use the Threads app on mobile devices. Meta’s aspect-ratio table marks all six ratios it lists, from 1.91:1 to 9:16, as supported in the Threads feed.
What do you need to run Threads ads?
Meta’s developer documentation sets these conditions:
- A Threads account to act as the ad’s identity. Meta accepts three kinds: an Instagram-associated Threads account, an Instagram-backed Threads account, or a Page-backed Threads account.
- At least an Advertiser role (Manager or Content Creator also work) on the Facebook Page linked to your Instagram account, or the Instagram account connected to a business portfolio where you have the right roles.
- Image, video or carousel creative; Meta says those are the only media formats Threads ad creation supports.
| Identity type | When you would use it |
|---|---|
| Instagram-associated Threads account | You have a Threads profile matching your Instagram username in the same business portfolio |
| Instagram-backed Threads account | You have no Threads profile but have an Instagram account |
| Page-backed Threads account | You have neither a Threads profile nor an Instagram account |
Meta adds that Instagram-associated Threads accounts created before 29 January 2026 were added to the business portfolio automatically; newer ones must be added manually.
What can’t you do with Threads ads?
- You cannot create an ad from an existing Threads post.
- Threads does not support partnership ads or boosting branded content; it supports organic branded content with the “Paid partnership with” label only.
- Delivery to Threads is expected to be low, because Meta keeps ad volume there intentionally low.
How do you control where Threads ads appear?
- Set an inventory filter, which Meta applies to ads in the Threads feed as well as Facebook and Instagram feeds.
- Apply content block lists through a Meta brand safety and suitability partner; Meta says these can be applied to Threads feed ads.
- Turn on hidden words at the Threads profile level to hide replies containing specific keywords.
FAQ
Can I see and hide replies to my Threads ads?
Yes, if a Threads profile is connected. In Ads Manager, Meta offers a “Manage Threads replies” option for ads running on Threads. Meta notes you cannot manage replies on Threads if you run the ads with your Facebook or Instagram identity and no Threads profile is connected.
Do I need a Threads profile to advertise on Threads?
No. Meta’s developer documentation says that without a Threads profile you can still deliver ads in Threads using an Instagram-backed Threads account, and without either a Threads profile or an Instagram account you can use a Page-backed Threads account. You do need one of these three identity types.
Why are my Threads ads getting so little delivery?
Meta expects it. Its developer documentation says ad volume in Threads is kept intentionally low while Meta tests and learns, so delivery there will be low. Meta’s placement article also notes that available placements depend on your ad type and settings, and Threads accepts only image, video and carousel creative.
Sources
- About ad placements across Meta technologies (Meta, checked 2 Oct 2026)
- Threads ads (Marketing API documentation) (Meta, checked 2 Oct 2026)
- Aspect ratios supported by placements in Meta Ads Manager (Meta, checked 2 Oct 2026)
- About inventory filter (Meta, checked 2 Oct 2026)
- About publisher and content block lists (Meta, checked 2 Oct 2026)
- Manage comments on your ads in Meta Ads Manager (Meta, checked 2 Oct 2026)
- Eligibility requirements for partnership ads and branded content on Instagram, Facebook and Threads (Meta, checked 2 Oct 2026)
Drafted with AI and checked claim by claim against the pages linked under Sources. Found a mistake? Tell us via the corrections policy.