Meta Expands Threads Advertising Capabilities Through Marketing API Integration

Meta has announced the integration of Threads feed ads into its Marketing API, enabling third-party platforms to create and manage advertising campaigns on the growing social media platform. The expansion, launched on May 19, 2025, marks a significant development in innovative social media marketing strategies for businesses. Threads now boasts 350 million users, representing a substantial opportunity for brands.

The integration arrives as Meta continues to enhance its advertising ecosystem, with 75% of Threads users already following at least one business account. This development aligns with established best practices for social media campaign creation and signals Meta's confidence in Threads as a viable marketing channel.

Technical Requirements and Specifications

Advertisers looking to leverage the new API integration must meet specific requirements to participate. Key among these is the necessity for businesses to maintain an active Threads profile connected to Instagram. The platform supports single image ads with aspect ratios ranging from 16:9 to 9:16, though taller ratios will undergo center cropping.

Marketing capabilities through the API include:

• Reach optimization
• Traffic generation
• Website conversion tracking
• Integration with Meta's brand safety standards
• Placement between organic content in the Threads home feed

Campaign Integration and Implementation

Meta has implemented several strategic limitations to ensure advertising quality and user experience. Advertisers cannot run Threads-only campaigns, as the platform requires simultaneous Instagram feed placement. Additionally, third-party comment moderation features are not currently supported for Threads advertisements.

For optimal results, businesses should consider implementing automated marketing systems to manage cross-platform campaigns.

Strategic Applications for Marketers

This API expansion offers several key advantages for businesses:

1. Streamlined campaign management through existing third-party platforms
2. Access to Threads' growing user base through familiar advertising tools
3. Integration with existing Meta advertising assets and campaigns

The marketing community can leverage this update by:

• Extending current Meta advertising campaigns to include Threads placement
• Utilizing existing creative assets across multiple Meta platforms
• Taking advantage of Meta's established brand safety protocols
• Reaching new audiences through Threads' unique user base

Looking ahead, this development suggests Meta's continued commitment to expanding its advertising capabilities while maintaining user experience quality. For marketers and businesses, the API integration represents an opportunity to reach engaged audiences through an emerging social media platform while maintaining consistent campaign management practices.

For more information about Meta's advertising capabilities, visit Meta for Business.