Meta just made a bold move that’s set to shake up the social media advertising landscape. The company announced that advertising on its Twitter rival, Threads, is now open to all eligible advertisers around the world. With over 320 million monthly active users and a fast-growing user base, Threads is becoming more than just another app—it’s becoming a serious player in the attention economy.
Let’s break down what this means for marketers, brands, and the future of online discussions.
Threads: From Zero to 320 Million in Record Time
When Threads first launched, many users questioned whether the world needed yet another microblogging platform. But Meta seems to have found the right formula to make it successful. In just a few months, Threads jumped from 275 million monthly active users in November 2024 to 320 million in January 2025—an impressive 16% growth in a very short span.
Just to give you an idea—Bluesky, another popular app like Threads, has about 26.4 million users in total. That’s a decent number, but Threads is playing in a much bigger league.
Threads is growing fast—over 1 million people sign up every day! Mark Zuckerberg says the goal is to hit 1 billion users and become the top app for public conversations. Meta is speeding things up with new features like post scheduling, view counts, and smarter recommendations.
Ads Between the Lines: What Advertisers Can Expect
Starting now, advertisers can place image-based ads directly into Threads’ post feed. That means brands have a direct line to a highly engaged, global audience, without needing to wait for access or test programs.
These in-feed ads blend natively with user content, similar to what we’ve seen on Instagram and Facebook. For brands, it’s a chance to tap into Threads’ momentum and align themselves with a fresh, modern platform that’s still in its hyper-growth phase.
But that’s not the only reason advertisers are excited.
AI-Powered Ad Placement: Smarter, Safer, Better
Meta is also introducing its AI-powered inventory filter to Threads. This tool gives marketers unprecedented control over where their ads appear and what types of content they’re shown alongside.
Think of it as an intelligent buffer. The AI reviews content in real-time and allows advertisers to set sensitivity levels, ensuring their ads don’t show up next to anything that could damage their brand image.
The inventory filter already supports over 30 languages and is actively used on both Facebook and Instagram. Now, Threads users can expect the same level of safety and precision when it comes to ad placements.
A Safety Net for Brands: Custom Controls That Work
Meta isn’t taking any shortcuts when it comes to brand safety. Despite easing up on some content moderation practices, the company is introducing a full suite of controls that give advertisers confidence in where their messages appear.
Here’s what’s on the table:
- Content type exclusions (e.g., excluding live videos)
- Topic exclusions for sensitive themes
- Block lists to avoid specific accounts or content categories
- Delivery reports for full ad transparency
- Strict monetization policies to keep ads away from content violating Community Standards
In short, Threads isn’t just about eyeballs—it’s about safe, meaningful engagement.
Final Thoughts: Why Now Is the Time to Join Threads
Meta’s global rollout of Threads ads signals one thing loud and clear: this platform is no longer in beta mode. It’s here, it’s growing fast, and it’s ready for business.
Threads by Meta is growing fast and gives brands a golden chance to stand out early. It’s built with Meta tools, keeps things safe for advertisers, and avoids the mess of random feeds or tricky algorithms.
If your brand hasn’t explored Threads yet, now might be the perfect time to start.
