In July 2025, Meta officially announced the expansion of its paid media ecosystem with the inclusion of the ads in Threadsits micro-content platform, which has grown consistently since its launch. Now, brands and advertisers can include Threads as a placement directly on the Ads Managernext to Instagram, Facebook and Audience Network.
More than a novelty, this change represents a rare strategic window to win advertising spacewith low cost per print and less competition - for now. But who is on Threads? Is it worth advertising? What are the real chances of conversion?
Let's take a look at the data.
Demographic Profile
Young, Connected and Curious
Threads today have a very specific profile and, at the same time, are highly desired by brands:
- 31% of users have between 25 and 34 years old
- 37% between 18 and 24 years old
- 59% to 68% are men
- Strong presence in countries such as Brazil, India e United States
This shows that Threads has mainly attracted young urban adultsIt's a space where brands can talk directly, in a raw and authentic way - it offers a unique opportunity to have a real conversation. It's a space where the language is direct, raw and authentic - which offers a unique opportunity for brands that know how to talk truthfully.
Above Average Engagement
- Threads has about 200 to 320 million monthly active users
- Approximately 100 million daily active users (DAUs)
- Average 20 accesses per month per user
- Engagement per post is 74% higher than on X (formerly Twitter)
Even with a relatively short session time (3-4 minutes a day), the recurrence of use and above-average engagement show that Threads is consolidating its position as a a channel with high printing and interaction efficiency.
Commercial Opportunity
Being One of the First is Being Remembered
The time is right for visionary brands. Campaigns can be extended to Threads without creating new creatives. All you have to do is activate the positioning within the Meta Ads Manager.
That means:
- Increasing reach with the same investment
- Testing performance with new audiences
- Taking advantage of low competition
The first phase of announcements has been tested in the USA and Japan and is now underway. released globallyincluding in Brazil. It's the right time to test, optimize and scale while the cost per thousand impressions is still competitive.
How to Stand Out in Threads
- Adopt a lighter, more conversational and direct language
- Use simple and informative creatives: here, less is more
- Bet on provocations, opinions and intelligent questions
- Integrate campaigns with hot topics to enter the conversation
- Constantly monitor and optimize based on engagement
Conclusion
Threads is a Temporary Blue Ocean
Advertising on Threads today is how to advertise on Instagram in 2014. The users are there, but the brands aren't yet. The cost is low, engagement is high, and attention is qualified.
Whoever gets there first, with strategy and authenticity, will reap the best results.
In Mardini Digital AgencyWe are already preparing campaigns for our clients to explore this new frontier. If you want to be one of the first to master Threads, contact us.
