Meta introduced expanded promoting capabilities for Threads on October 28, 2025, introducing Benefit+ catalog advertisements alongside carousel codecs and enhanced side ratio help. The updates mark the newest growth within the firm’s ongoing monetization technique for the text-based social platform.

In keeping with Meta’s Threads API changelog, Benefit+ catalog advertisements turned accessible on October 28, supporting solely pictures and picture carousels. Slideshow, video, and entry playing cards stay unsupported. The implementation builds on carousel advert help launched earlier in October, which arrived on the platform October 6. Placement customization and dynamic media will not be supported for carousel advertisements.

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The technical specs for picture advertisements expanded on October 28 to accommodate a 4:5 side ratio. Property taller than 4:5 shall be cropped and vertically centered to take care of this format. Video advertisements, which obtained help on August 15, settle for all side ratios from 1.91:1 to 9:16. Movies exceeding 4:5 endure cropping and centering, whereas these between 1.91:1 and 4:5 stay unaltered.

Threads added Placement Asset Customization (PAC) to its capabilities on August 15, enabling advertisers to customise artistic picture and video property displayed on the platform. The function doesn’t but help carousel advert codecs. Threads appeared as a writer platform within the customization_spec for this performance.

The platform’s API documentation reveals further options rolled out in current months. Spoiler help arrived October 3, permitting builders so as to add spoilers to single or carousel posts containing textual content, picture, or video media varieties. Textual content attachments joined the API the identical day. GIF help turned accessible October 17, increasing content material creation choices.

Meta began testing advertisements on Threads in January 2025 with a restricted variety of advertisers. The corporate disclosed at the moment the platform had accrued greater than 300 million month-to-month lively customers, with three out of 4 customers following a minimum of one enterprise account.

The promoting program expanded globally in April, introducing stock filter capabilities that permit advertisers to manage content material sensitivity ranges adjoining to their commercials via synthetic intelligence. The Threads feed placement activated by default for brand new campaigns utilizing Benefit+ or Guide Placements, requiring advertisers to manually decide out via placement settings if desired.

September introduced information of further format testing. According to digital marketing sources tracked by PPC Land, Meta deliberate to check carousel advertisements and the 4:5 side ratio for single picture and video advertisements alongside Benefit+ catalog advertisements and app advertisements. These developments represented a considerable enlargement from the platform’s earlier single picture and video format limitations.

Benefit+ catalog advertisements make the most of machine studying capabilities to mechanically show related merchandise from a enterprise’s catalog to customers most probably to make purchases. These advertisements dynamically pull product info, pictures, and pricing from related catalogs, decreasing handbook marketing campaign administration necessities. The format has confirmed efficient on Meta’s different platforms, the place automated product showcasing has improved conversion charges for e-commerce advertisers.

The carousel format allows advertisers to showcase a number of services or products inside a single commercial. This format has generated greater engagement charges in comparison with single picture commercials throughout Meta’s ecosystem. Manufacturers can inform extra complete tales and current various product ranges via the multi-image construction.

Technical implementation for Threads promoting leverages Meta’s current infrastructure. In keeping with Meta’s official documentation from the preliminary testing part, companies can prolong current Meta promoting campaigns to Threads with out creating new artistic property or dedicating further sources. The system permits advertisers to take part by deciding on choices within the Advertisements Supervisor interface.

Model security measures incorporate Meta’s established Monetization Insurance policies, which decide content material eligibility for commercial placement. These insurance policies explicitly prohibit placement of commercials subsequent to content material that violates Neighborhood Requirements. The platform’s stock filter employs synthetic intelligence to help advertisers in controlling the context of their commercial placement.

Present specs for major textual content on Threads advertisements counsel 80 to 160 characters, with headlines restricted to 40 characters. Hashtags and URLs will not be supported in major textual content. Not all call-to-action buttons can be found for Threads placements, distinguishing the platform’s capabilities from Meta’s extra established promoting surfaces.

The Threads API underwent vital enlargement all through 2024 and 2025. Meta opened the API to all builders on June 18, 2024, through the Cannes Lions Worldwide Pageant of Creativity. That preliminary launch offered fundamental performance together with submit publishing, content material retrieval, and reply administration capabilities.

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Major enhancements arrived July 25, 2025, introducing polls for interactive content material, location tagging capabilities, and webhooks for real-time notifications. Webhook help expanded in phases, with publish webhooks arriving August 15, delete webhooks on August 1, and mentions webhooks on July 15.

Person profile performance obtained a number of updates. The verified standing subject joined the API on July 7, alongside two new reply viewers choices: parent_post_author_only and followers_only. Subject tag help arrived July 14, permitting builders to create posts with subject tags and seek for content material by subject. The API added click on metrics on July 2, indicating the variety of occasions URLs had been clicked on Threads posts.

The platform eradicated the requirement for a linked Instagram account on September 23, 2025. Threads profiles with out Instagram connections can entry all API functionalities besides followers_count and follower_demographics person metrics.

Accessibility options expanded August 21, 2024, with alt textual content help becoming a member of the platform. Carousel posts elevated their capability from an preliminary restrict to twenty pictures, movies, or combined media on September 19, 2024. Quote posts and reposts gained API help October 9, 2024.

Search capabilities broadened September 9 with help for filtering public posts by media kind via key phrase search. The search endpoint additionally helps timestamp filtering utilizing since and till parameters. Key phrase search performance initially launched December 9, 2024.

Delete performance arrived March 6, 2025, enabling programmatic elimination of posts. Polls turned accessible April 14, 2025, permitting builders to create posts with ballot attachments. Location tagging help adopted Could 27, 2025, with capabilities to seek for places and retrieve location objects by particular person ID.

For advertising professionals managing Threads campaigns, the expanded format choices present further instruments for product promotion and model storytelling. Carousel advertisements allow sequential narrative growth, whereas Benefit+ catalog advertisements automate product choice primarily based on person habits and preferences. The machine studying optimization might enhance relevance for customers whereas decreasing handbook marketing campaign administration overhead for advertisers.

Brand safety tools expanded October 16 when DoubleVerify introduced post-bid model suitability measurement protection throughout Threads feed globally. The unbiased verification capabilities present transparency into content material and context surrounding commercials on the platform.

The promoting developments happen as Meta’s broader enterprise demonstrates robust efficiency. The company reported 22% advertising revenue growth in Q2 2025, reaching $46.6 billion. Advert impressions throughout Meta’s household of apps elevated 11% year-over-year, whereas common value per advert rose 9%.

Platform measurement capabilities improved October 7 when Google Analytics launched native integrations for Meta cost data import, together with particular help for Threads supply configuration. The combination allows automated import of price information, clicks, and impressions immediately into Google Analytics properties.

Threads reached 100 million every day lively customers in December 2024. The platform continues growing options past promoting, together with communities launched October 2 for topic-based conversations and direct messaging introduced July 1 with security restrictions.

The October 28 announcement represents continued iteration on Threads’ promoting capabilities. New codecs arrive frequently as Meta assessments varied approaches to monetizing the platform whereas sustaining person expertise. The corporate has not disclosed particular efficiency metrics evaluating totally different advert codecs on Threads.

Advertisers in search of to implement the brand new codecs can entry them via Meta’s Advertisements Supervisor interface. Present campaigns utilizing eligible placements will mechanically achieve entry to Threads if the location is included in marketing campaign settings. Guide placement controls permit exclusion of particular codecs or the platform fully.

The event trajectory suggests Meta intends to progressively obtain function parity between Threads and its extra established platforms. Nevertheless, technical limitations stay, with sure options like slideshow advertisements and dynamic media for carousels not but supported. The corporate has not introduced timelines for extra format expansions past the October 28 updates.

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Timeline

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Abstract

Who: Meta launched expanded promoting codecs for Threads, affecting the platform’s 400 million month-to-month lively customers, advertisers managing campaigns via Meta’s Advertisements Supervisor, and builders using the Threads API. Advertising professionals managing campaigns throughout Meta’s household of apps achieve further artistic choices for reaching audiences on the text-based social platform.

What: Meta introduced help for Benefit+ catalog advertisements on Threads on October 28, 2025, restricted to pictures and picture carousels. The replace contains carousel advert format help launched October 6 and expanded side ratio capabilities enabling 4:5 rendering for single picture and video advertisements. Placement Asset Customization permits artistic optimization for Threads, although carousel codecs stay unsupported. The corporate excludes slideshow, video, and entry card codecs from catalog advert implementation. Further options rolled out in October embrace GIF help, spoiler performance, and textual content attachments.

When: The announcement occurred October 28, 2025, via Meta’s Threads API changelog. Carousel advert help arrived October 6, 2025, with GIF help following October 17. Earlier developments included video advertisements and Placement Asset Customization on August 15, 2025. The promoting program launched in testing throughout January 2025 earlier than world enlargement in April 2025.

The place: The updates apply to Threads feed placements throughout Meta’s promoting platform, accessible via Advertisements Supervisor. Advertisers globally can implement the brand new codecs for campaigns focusing on Threads’ worldwide person base. The platform operates as a part of Meta’s household of apps, integrating with current promoting infrastructure used for Fb, Instagram, Viewers Community, and Messenger.

Why: The format enlargement addresses advertiser demand for various artistic choices on Threads whereas advancing Meta’s monetization technique for the platform. Benefit+ catalog advertisements allow automated product promotion utilizing machine studying, decreasing handbook marketing campaign administration. Carousel codecs facilitate multi-product showcasing and sequential storytelling. The developments purpose to enhance promoting effectiveness whereas sustaining person expertise on a platform that reached 400 million month-to-month lively customers. For the advertising neighborhood, these updates present further instruments for reaching engaged audiences via genuine conversations, probably bettering focusing on precision and marketing campaign efficiency throughout Meta’s increasing ecosystem.


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