Threads introduces Ads: Why marketers should pay attention

Meta is expanding its social media footprint with the new microblogging platform, Threads, which is set to launch advertising next quarter. As a direct competitor to X (formerly Twitter), Threads has already proven its success with one of the most successful product launches in social media history. After an initial dip, typical for new platforms, Threads has regained its popularity, surpassing 200 million monthly active users. This presents an ideal opportunity for developing a paid social strategy across all Meta platforms. Here are three key reasons why such a strategy could be beneficial for pharmaceutical brands.

A less controversial alternative to X

X is increasingly moving towards unrestricted freedom of speech, leading to a loss of content moderation. This creates risks for brands, as virtually anything can be said on X, barring what is illegal. In contrast, Threads is designed with proactive moderation and brand safety in mind. The platform promotes a friendly and inclusive atmosphere, making it particularly attractive for pharmaceutical brands seeking a safe environment for their advertising campaigns. As Mark Zuckerberg has repeatedly emphasized, “The goal is to keep it friendly.”

Guaranteed scale through the Meta ecosystem

Threads is not an isolated app; it is part of the broader Meta ecosystem, which includes Facebook, Instagram, and WhatsApp. Meta’s apps work in harmony, ensuring stability and scalability for Threads. Meta’s powerful tools for managing traffic between its apps provide advertisers with significant reach and engagement opportunities. This creates optimal conditions for advertising campaigns, as Meta offers numerous tools to support advertisers in achieving their goals.

Facebook’s buying platform

One of Meta’s key advantages is the ability to purchase audiences across Facebook, Instagram, and now Threads through a single interface. This allows advertisers to save time and money while achieving high campaign efficiency. Although advertising on other platforms like TikTok or Snapchat can be appealing, Meta provides convenience and cost-effectiveness, making it ideal for small and mid-sized brands. Integrating multiple platforms into a single ecosystem reduces costs and enhances efficiency.

Estimated advertising costs on Threads

The estimated cost of advertising on Threads, similar to other Meta platforms, can vary based on several factors. While exact prices have not yet been officially announced, costs can be roughly estimated based on historical data and trends from other Meta platforms:

• Cost Per Thousand Impressions (CPM): On Meta platforms, CPM typically ranges from $5 to $15, depending on competition and target audience. Since Threads is new, initial prices may be lower and increase over time as advertising demand grows.
• Cost Per Click (CPC): CPC may range from $1 to $5, depending on ad quality, target audience, and competition. Threads may initially offer lower rates to attract advertisers, but prices may rise with increased demand.
• Cost Per Engagement (CPE): For engagement-focused ads, such as comments or shares, costs might be between $0.50 and $3 per engagement.
• Auction-Based Rates: Like other Meta platforms, advertising costs on Threads will also depend on the auction for ad space, where prices can fluctuate based on competition for impressions and clicks.

These rates are approximate and may change based on market conditions, time of year, and other factors. For accurate figures and cost optimization, advertisers should use Meta’s advertising tools and consult with platform representatives.

Conclusion

The introduction of advertising on Threads represents a significant advancement for small and mid-sized brands looking to expand their social media presence. By integrating Threads into the Meta ecosystem, advertisers gain access to centralized analytics, enhanced buying efficiency, and cost-effective scaling. With a potential 40% reduction in costs when buying different ad tactics through a single platform, a comprehensive Meta strategy is a compelling choice for brands aiming for growth and optimization in their advertising campaigns.

Advertisers should consider these benefits in their strategies and incorporate them into future plans to make the most of the opportunities provided by Threads.

This article available in Ukrainian.