Why New Features and Ads on Threads Make It a Winner for Brands

Posted on April 13, 2026 in Blog

As then-Twitter, now X, flailed in the aftermath of Elon Musk’s acquisition, several rival platforms pounced. Mastodon and BlueSky made early headlines, but the entire industry waited with bated breath for the arrival of the worst-kept secret in social media: Meta had a Twitter killer. Born on Instagram and fattened with ample funding to support early adoption, Threads’ usage versus X, its range of user-friendly features, and its ads make it a must-have for brands.

First, What Is Threads?

Like rivals BlueSky and Mastodon, Threads is a nearly identical alternative to X (formerly Twitter). Sometimes referred to as a “short-form blog platform”, Threads posts have a 500-character, with the option to include up to 10,000 characters using text attachments.

Threads remains deeply intertwined with Meta’s Facebook and Instagram apps, with Threads posts featured in users’ Instagram feeds. Much of the app’s early success is due to the frictionless sign-up; Threads had over 100 million users in its first week thanks to one-touch sign-ups and the ability to bring followers and profile information over from Instagram.

Today, the lines between Instagram and Threads are even more blurred. Users can share Threads posts directly to Instagram as stories, much in the same way Instagram posts can automatically share to Threads. These and other new Threads features make it easy for users (and especially brands) to consistently deliver content across platforms with minimal additional time or resources.

So, How Is Threads Doing?

Threads is doing just fine by almost any measure, especially in terms of usage and ad revenue.

X has fewer daily users than Threads: Threads has more daily active users (DAU) on mobile than X as of January 2026, at 141.5 million. X still holds a handy lead on desktop, but Threads hit over 400 million monthly users in early 2026.

Ad revenue: Threads is expected to generate $11.3 billion in revenue in 2026, its first full year of running ads. On Threads, ads appear with a “Sponsored” label like Instagram and are served as part of Meta’s Business Suite. It’s an easy add-on to most campaigns and adds both convenience and results for marketers.

What’s driving the rapid rate of adoption and revenue growth? Meta is giving users what they want.

Threads App New Features Driving Growth

X spent over a decade ignoring its users’ feature requests (such as the ability to edit posts). Threads has slowly rolled out the basics of social media platforms, earning praise from users for offering what they already have elsewhere.

Threads’ Trending Topics: One of the early criticisms of Threads was the lack of trending topics, a core component of the X experience and the driver of global conversations. In 2024, Threads finally rolled out its version of Trending Topics, and while it still isn’t as robust as X, it’s also safer for brands. Content included in these topic filters is heavily moderated and reviewed by content specialists, which is one of the reasons running ads on Threads is a safer bet than X.
Communities: While they share some similarities with Trending Topics, Threads’ Communities are curated, opt-in groups focused on popular topics. Communities are designed to cultivate sustained discussion and often serve as moderated forums for niche interests, ranging from K-Pop to digital marketing.
Threads’ Ghost Posts Feature: While this one probably isn’t a big draw, it’s another example of Meta taking a core feature of another platform (in this case, Snapchat) and integrating it into its products. Ghost posts automatically disappear after 24 hours, and any replies are sent to your direct messages. It’s been a hit for politicians and talking heads, and brands have used it to test messaging, offer promotions, and run contests.

Developing a Threads Strategy for Brands

The maturation of Threads means marketers should treat it as an extension of Facebook and Instagram, especially if your brand already has a consistent presence on those platforms. The app’s new features do require a bit more legwork, however.

Research popular Threads topics: Not unlike finding the right subreddits, following the most popular topics on Threads for your audience is key. Take time to find both trending topics and communities relevant to your brand, product or service, and industry, and invest time engaging users with information and support.
Run Ads: On Threads, ads from Facebook and Instagram serve in news, trending topics, and community feeds. Ads are run entirely from Meta Ads Manager and are generally tied to Instagram feed placements.
Post with purpose, not just frequency: Threads rewards conversational, opinion-forward content over polished brand broadcasting. A consistent cadence matters. Most brands find success posting at least a few times per week, but tone matters more. Think of it less like Instagram captions and more like contributing to a conversation your audience is already having.

How to Run Ads on Threads

Using your Meta Ads Manager:

1. Create a new ad and select an objective: awareness, traffic, or engagement.

2. At the ad set level, select “manual placement”, choose where you’d like your ad to run, and make sure “Threads feed” is selected; this will automatically toggle “Instagram feed” on as well.

3. Upload your creative (1:1 or 9:16 images). Video ads rolled out in early 2026, but it’s unclear if they’re available to all users.

4. Set your budget, review, and publish.

What Is the Point of Threads for Businesses?

Until relatively recently, Threads was an awareness play. It was a nearly frictionless extension of Instagram, and that remains true. The addition of trending topics, communities, and the ability to run ads within Meta Ads Manager lifts the platform’s value for growing brand awareness, earning trust, and driving real results for your brand.

Threads (Finally) Makes Sense for Marketers

Today’s multichannel marketing reality means every touchpoint matters – and needs to deliver. Oneupweb’s social media team helps in-house marketers tie it all together with detailed auditing, content creation, and reporting support. Whether you need a little support or someone to run the whole show, we’re here to help. Get in touch or call (231) 922-9977 to schedule a conversation with our social media pros!