Marketing API

Threads Ads Creation

With Marketing API you can create, measure, and optimize ads on Threads in the main feed. To create your ads:

Limitations

  • There is a 1000 character limit on captions for ads targeting Threads. If your ad is over this limit, the request to create an ad will succeed for Instagram, but it will not be delivered on Threads.
  • Threads images must be at least 500px in width.
  • There is a limit of 30 hashtags per ad.

Step 1: Get a Threads account ID

You need to know your Threads account's ID before you start creating ads. Depending on your account's type, you have different ways of getting an account ID:

Step 2: Create an ad campaign

Creating ad objects for Threads is the same as it is for Instagram and Facebook ads. To start, create an ad campaign and specify your objective.

Threads compatible objectives vary according to your chosen ad placement:

Ad PlacementCompatible Objectives

Ads in Threads Feed (threads_stream)

OUTCOME_AWARENESS, OUTCOME_TRAFFIC, OUTCOME_ENGAGEMENT, OUTCOME_SALES

Step 3: Create an ad set

Create an ad set with the desired:

Placement

To deliver ads to Threads, include both instagram and threads under publisher_platforms in your ad set. Then, use the Threads threads_stream placement; remember you must select the Instagram stream placement too. If you choose multiple platforms, Meta optimizes delivery based on your target audience on each platform with placement optimization.

Examples

Create an ad set with Threads as a placement

curl \
  -F 'name=Threads Adset' \
  -F 'optimization_goal=LINK_CLICKS' \
  -F 'billing_event=IMPRESSIONS' \
  -F 'bid_amount=2' \
  -F 'daily_budget=1000' \
  -F 'campaign_id=<CAMPAIGN_ID>' \
  -F 'targeting={ 
    "geo_locations": {"countries":["US"]}, 
    "publisher_platforms": ["instagram", "threads"], 
    "user_os": ["iOS"] 
  }' \
  -F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v24.0/act_<AD_ACCOUNT_ID>/adsets

Create an ad set with Threads threads_stream as a targeted placement

curl \
  -F 'name=Threads Adset' \
  -F 'optimization_goal=LINK_CLICKS' \
  -F 'billing_event=IMPRESSIONS' \
  -F 'bid_amount=2' \
  -F 'daily_budget=1000' \
  -F 'campaign_id=<CAMPAIGN_ID>' \
  -F 'targeting={ 
    "geo_locations": {"countries":["US"]}, 
    "publisher_platforms": ["instagram", "threads"],
    "instagram_positions": ["stream"], 
    "threads_positions": ["threads_stream"],  
    "user_os": ["iOS"] 
  }' \
  -F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v24.0/act_<AD_ACCOUNT_ID>/adsets

Step 4: Provide an ad creative

For creatives to be used with a Threads placement and the required Instagram placement, you need to supply your Instagram account ID and your Threads account ID and your Facebook Page ID. Note: Your Page information does not appear anywhere on your Threads ad.

If the Threads account is connected to an Instagram account or is a Instagram-backed Threads Account, that Instagram account needs to be used.

When you provide the ad creative, we create an unpublished post. You can see the unpublished post from the Page when you query the promotable feed using the Page ID.

Note: Threads ads support image, video, and carousel image ads creation (with the same steps as Instagram ads creation). See Media requirements for more information. When new media setups and ad formats become compatible with Threads, both existing and newly created campaigns using them will automatically leverage your Threads profile or Instagram account to deliver to the threads_stream if that placement is included. You can review and update your ad placements at any time.

Hashtags

Note: There is a limit of 30 hashtags per ad.

Media requirements

Captions

There is a 1000 character limit on captions for ads targeting Threads. If your ad is over this limit, the request to create an ad will succeed for Instagram, but it will not be delivered on Threads. 80 to 160 characters is recommended.

Note: Hashtags and URLs are not supported in the caption.

Image Requirements

Aspect Ratio

1.91:1 to 9:16 are supported. Images with a taller ratio than 4:5 will be cropped and vertically centered to 4:5. Images with a ratio of 1.91:1 to 4:5 will not be cropped or altered.

Size

Threads images must be at least 500px in width.

Video Requirements

Aspect Ratio

1.91:1 to 9:16 are supported. Videos with a taller ratio than 4:5 will be cropped and centered to 4:5. Images with a ratio of 1.91:1 to 4:5 will not be cropped or altered.

Carousel Requirements

Aspect Ratio for images

1.91:1 to 9:16 are supported. Images with a ratio outside of 1:1 will be center cropped to 1:1. Images with a ratio of 1:1 will not be cropped or altered.

Step 5: Schedule ad delivery

Create your ad object to link your creative to your ad set.

Ad preview

For Threads ads, you can get a preview of: