Meta introduces new advertising formats for Threads platform

Meta is expanding advertising capabilities on Threads with new ad formats that will provide marketers additional options on the platform. According to digital marketing specialist Bram Van der Hallen's September 11, 2025 LinkedIn post, "Ads in Threads will soon support more ad formats. Meta is testing carousel ads and the 4:5 aspect ratio for single image and video ads. They also plan to start testing Advantage+ catalog ads and App ads." These developments represent a substantial expansion from the platform's current single image and video ad format limitations.

The information about these Threads advertising format expansions comes from multiple industry sources. Digital marketing specialist Matt Navarra reported on the same developments through social media posts dated September 11, 2025, stating "NEW Threads Ad Formats Coming Soon" and detailing that "Carousel ads (in testing)" and "4:5 video and image formats" would be available. Navarra also noted that advertisers could run "Ads via Instagram/Facebook posts (no Threads profile needed)" and that Meta was "Testing Advantage+ catalog and app ads."

Search Engine Land also covered these developments in a September 11, 2025 report by Anu Adegbola, stating that "Threads ads now support carousel formats, 4:5 single image and video rendering, and simplified campaign setup. With 400 million monthly active users, Meta is pitching Threads as a growing space for authentic brand conversations."

Current advertising landscape on Threads

According to Meta's official documentation, Threads currently supports a limited range of advertising options compared to Meta's other platforms. The platform presently accommodates three main ad objectives: Awareness campaigns that bring awareness to businesses and optimize for reach, Traffic campaigns that increase traffic to destinations such as websites and optimize for link clicks, and Sales campaigns that find people likely to purchase goods or services and optimize for conversions.

The existing ad format specifications, according to Meta's technical documentation, require JPG or PNG file types for image ads, with aspect ratios ranging from 1.91:1 to 9:16. Images with taller ratios than 1:1 are currently cropped and centered to 1:1, while images with ratios from 16:9 to 1:1 remain unaltered. The platform recommends 1440 x 1440 pixel resolution, with no minimum or maximum resolution requirements.

Primary text recommendations currently suggest 80 to 160 characters, with headlines limited to 40 characters, according to Meta's specifications. Notably, hashtags and URLs are not supported in primary text, and not all call-to-action buttons are currently available for Threads placements.

Technical implications of new formats

The introduction of carousel ads will enable advertisers to showcase multiple products or services within a single advertisement. This format has proven effective on other Meta platforms, allowing brands to tell more comprehensive stories and present diverse product ranges. Carousel ads typically generate higher engagement rates compared to single image advertisements across Meta's ecosystem.

According to Van der Hallen's report, the 4:5 aspect ratio represents a significant technical adjustment. Current specifications crop images taller than 1:1 to maintain consistency, but the new 4:5 format will accommodate vertical content more naturally. This change aligns with user behavior patterns, as mobile users increasingly engage with vertically-oriented content.

Advantage+ catalog ads utilize Meta's machine learning capabilities to automatically show relevant products from a business's catalog to users most likely to make purchases. These ads dynamically pull product information, images, and pricing from connected catalogs, reducing manual campaign management requirements while potentially improving conversion rates.

App ads focus specifically on driving mobile application installations and engagement. For Threads, these advertisements will target users likely to download and actively use mobile applications, expanding beyond the platform's current web-focused advertising approach.

Platform growth metrics and market position

According to Search Engine Land's coverage, Threads has demonstrated substantial growth since its launch, reaching over 400 million monthly active users. This user base represents a significant opportunity for advertisers seeking to reach engaged audiences through authentic conversations and community interactions.

The platform's growth trajectory has accelerated throughout 2025, with user engagement metrics showing consistent improvement. Daily active user counts have increased month-over-month, while time spent on the platform has grown substantially compared to initial launch periods.

Meta's strategy positions Threads as a complement to its existing advertising ecosystem rather than a replacement for other platforms. The company emphasizes that Threads advertising can extend existing campaigns across Meta's family of applications, providing additional reach without requiring separate creative development.

Competitive advertising landscape

The social media advertising market has become increasingly competitive, with platforms constantly expanding their advertising capabilities to attract marketing budgets. TikTok's advertising growth, Twitter's monetization challenges, and YouTube's continued dominance in video advertising have created opportunities for Meta to capture additional market share through Threads.

Recent industry analysis indicates that social media advertising spending continues to grow, with mobile-first platforms experiencing the strongest growth rates. Threads' mobile-native design and conversation-focused format position it favorably within this competitive landscape.

Marketing professionals have expressed interest in diversifying their social media advertising portfolios beyond established platforms. Threads represents an opportunity to reach audiences who may not be actively engaged on other social platforms, particularly younger demographics who prioritize authentic conversations over polished content.

Implementation timeline and testing phases

Industry sources have not disclosed specific launch dates for the new advertising formats. According to the reports from Van der Hallen and Navarra, Meta is currently in testing phases for these features. The company typically conducts extensive testing phases before rolling out advertising features to all users. Beta testing usually occurs with select advertising partners before broader availability.

The testing approach allows Meta to gather performance data and optimize ad delivery algorithms before full deployment. This methodology has proven effective for previous advertising feature launches across Instagram and Facebook platforms.

Advertisers interested in accessing new Threads advertising formats will likely need to meet specific criteria during initial testing phases. Meta typically prioritizes larger advertising partners and agencies for beta testing programs before expanding access to smaller businesses.

Strategic implications for marketers

The expansion of Threads advertising formats provides marketers with increased flexibility in campaign strategy and creative execution. Carousel ads enable storytelling approaches that single image formats cannot accommodate, while catalog ads streamline e-commerce advertising workflows.

The introduction of 4:5 aspect ratio support acknowledges the mobile-first nature of Threads users. Marketers can now create content specifically optimized for mobile viewing without concerns about cropping or formatting issues that currently affect vertical content.

Previous industry reporting has highlighted the importance of platform-specific advertising optimization. The Threads format expansion allows marketers to create native advertising experiences that align with user expectations and platform conventions.

These developments represent Meta's commitment to establishing Threads as a viable advertising platform capable of generating significant revenue. The company's advertising business relies heavily on constant innovation and format expansion to maintain competitive advantages in the social media advertising market.

Technical requirements and advertiser preparation

Advertisers should begin preparing creative assets that accommodate the new format requirements. Carousel ads will require multiple images or videos, typically three to ten cards per advertisement. Each card should maintain visual consistency while telling a cohesive brand story.

The 4:5 aspect ratio change means existing creative assets may need adjustment to take advantage of the new format. Advertisers should audit current creative libraries and identify content suitable for vertical presentation without significant modification.

Advantage+ catalog ads require properly configured product catalogs with accurate pricing, availability, and product information. Advertisers without existing catalog setups will need to establish these systems before accessing the new advertising options.

App advertising campaigns will require proper mobile application tracking setup and conversion measurement implementation. Advertisers promoting mobile applications should ensure their tracking infrastructure can measure installation and post-install engagement metrics accurately.

Industry context and future developments

The social media advertising industry continues evolving rapidly, with platforms regularly introducing new formats and targeting capabilities. Meta's Threads expansion reflects broader industry trends toward diversified advertising ecosystems and platform-specific optimization requirements.

Marketing technology developments have emphasized the importance of cross-platform campaign management capabilities. The Threads advertising expansion will likely integrate with existing Meta advertising tools, maintaining workflow consistency for advertisers managing campaigns across multiple platforms.

The announcement suggests Meta's continued investment in Threads as a long-term platform rather than a temporary response to competitor platforms. This strategic commitment provides advertisers with confidence in developing Threads-specific marketing strategies and creative approaches.

Future developments may include additional targeting options, measurement capabilities, and integration features that align Threads more closely with Meta's established advertising ecosystem. The platform's growth trajectory and user engagement metrics will influence the pace and scope of these developments.

Measurement and optimization considerations

New advertising formats will require updated measurement frameworks and optimization strategies. Carousel ads typically generate different engagement patterns compared to single image advertisements, requiring adjusted performance evaluation criteria.

The vertical format support may affect viewability metrics and engagement rates. Advertisers should establish baseline performance measurements before implementing new formats to accurately assess their effectiveness compared to existing advertising approaches.

Advantage+ catalog ads utilize automated optimization features that require sufficient conversion data to function effectively. Advertisers with limited historical performance data may need extended testing periods to achieve optimal algorithm performance.

Cross-platform measurement becomes increasingly important as Threads advertising integrates with broader Meta advertising campaigns. Advertisers should ensure their attribution models can accurately assign conversions and engagement across multiple platform touchpoints.

The expansion of Threads advertising capabilities represents a significant development in social media marketing, providing advertisers with enhanced tools to reach engaged audiences through authentic conversations and community interactions.

Timeline

• January 24, 2025: Meta begins advertising test program on Threads with limited advertisers and 300 million monthly active users
• February 4, 2025: Threads expands sharing with new public feed options enabling users to share custom feeds
• April 23, 2025: Meta rolls out ads to Threads globally making advertising available to all eligible advertisers worldwide
• July 1, 2025: Threads launches direct messaging with safety restrictions for users aged 18 and older
• July 30, 2025: Meta posts 22% advertising revenue growth to $46.6B with strong performance across platform family
• August 20, 2025: Meta expands advertising features with targeted offers and value rules enhancing campaign optimization capabilities
• September 11, 2025: Industry sources including Bram Van der Hallen and Matt Navarra report Meta is testing new Threads advertising formats including carousel ads and 4:5 aspect ratio support; Search Engine Land covers the developments
• Testing Phase: Meta begins testing Advantage+ catalog ads and App ads for Threads platform
• Future: Full rollout of new advertising formats expected following beta testing completion

Summary

Who: Meta Platforms Inc. announced new advertising capabilities for its Threads social media platform, affecting advertisers and marketing professionals globally.

What: Reports indicate Meta is testing carousel advertising formats, 4:5 aspect ratio support for single image and video ads, and testing of Advantage+ catalog ads and App advertisements on Threads, as documented by digital marketing specialists and industry publications.

When: Reported September 11, 2025, by multiple industry sources documenting Meta's testing phases, with broader rollout timeline pending official confirmation.

Where: Changes affect the Threads platform globally, expanding advertising options for the platform's over 400 million monthly active users across international markets.

Why: Industry analysis suggests Meta aims to enhance Threads' advertising ecosystem to compete more effectively in social media advertising, providing marketers with increased format flexibility and targeting capabilities while establishing Threads as a viable revenue-generating platform within Meta's advertising portfolio.