Threads by Meta: publicités are (really) coming to vos outils marketing

Meta is accelerating the development of Threads, its social network competitor to X (formerly Twitter), by announcing a major nouvelles fonctionnalités for marketing professionals: ads in the Threads feed are now accessible via Meta’s Marketing API. In practical terms, Cela signifie that third-party platforms (agencies, réseaux sociaux management tools, publicité agencies) can now intégrer the creation and distribution of Threads ads into their solutions.

A technical breakthrough that paves the way for wider adoption

Until now, Threads Ads have been available on a fairly limited basis. By opening them up to all annonceurs and integrating them into its Marketing API, Meta now allows tools such as Hootsuite, Sprinklr, Agorapulse and HubSpot to access them fully.

End users will not see any major changes: publicités will continue to appear between organic content in the Threads news feed. But for professionals, Il s'agit a giant leap forward: the creation, management and analysis of Threads publicités can now be integrated into existing marketing workflows, without having to go through the native platform!

annonceurs will be able utiliser their existing assets (images, messages, visuals) to run their campagnes on Threads. Supported formats include single-image publicités with aspect ratios ranging de 16:9 à 9:16. Please note, Cependant, that formats that are too vertical will be cropped in the centre.

campagnes based on Meta fundamentals

The Facebook team itself identifies three publicité objectives for Threads Ads.

1. Reach: becoming known and existing in the minds of users

The Reach objective aims to maximiser the number of unique individuals exposed to your publicité. Your publicités will be displayed on a large scale, without necessarily seeking immediate interaction. Il s'agit ideal for:

• launch un nouveau brand or product; 
• raise awareness among a wide audience; 
• position oneself during a peak commercial or event period.

In practical terms, Meta will display your publicité to as many Threads users as possible within your audience cible, optimising the frequency of delivery.

2. Traffic: attracting visitors to your site web or page de destination

The Traffic objective encourages users to click on your publicités to visit a site web, blog, product page, etc. Meta optimises delivery to the people most likely to click on a link. Il s'agit the right option if you want to:

• generate qualified traffic to your site web; 
• promote specific content (article, video, offer, etc.);
• se prépare pour a subsequent conversion (e.g. retargeting).

3. Sales (site web Conversions): turning visits into concrete actions

The Conversions objective focuses on measurable actions taken on your site after the click: purchase, newsletter subscription, adding to basket, app téléchargement, etc. It is ideal for:

• an e-commerce campagne;
• launching an offer or service with a form or registration;
• any ROI-focused objective with clear performance monitoring.

Please note that it is recommended to have Meta Pixel installed on your site web so that the platform can optimiser delivery to users who are most likely to convert.

Some technical requirements to be aware of

With Threads by Meta, you can start with a reach or traffic objective to build visibility, then switch to conversions once your audience is engaged.

Please note that there are a few prerequisites for interested brands:

• You must have a Threads profile connected to Instagram to launch a campagne. 
• Since Threads publicité are integrated into Meta's "Feeds" placement, you will also need to select Instagram Feed when creating your campagne (it is not currently possible to target Threads alone).
• Comment moderation using third-party tools is not yet available for this format, which may be a hindrance for some companies concerned about their e-reputation.

But there is good news for discerning annonceurs: Meta’s publicité content safety and relevance standards apply to Threads from the outset. Cela signifie that your publicités will not be displayed alongside inappropriate content, which is a real confidence booster in this still-young space.

Why faut-il be interested in this now?

Threads already claims 350 million active users worldwide. And Selon Meta, 75% of Threads users follow at least one brand: a strong signal for businesses seeking visibility and engagement.

For brands already active on Instagram, adding Threads to their media stratégie seems like a natural and inexpensive move, as it uses the same tools, the same visuals and a similar publicité approach. Bien que still in its infancy, this channel is rapidly taking shape to offer brands un nouveau, integrated and measurable publicité showcase.

Are you an annonceurs, agency, or platform? Now is the perfect time to explore this lever, capitalise on early adoption, and test performance in an environment that is still relatively unsaturated. Contact our Social Ads agency!