After launching a small-scale test of ads on Threads in January (limited to select brands in the U.S. and Japan), Meta has now opened Threads ads to all advertisers globally. It becomes yet another channel for marketers to consider in their paid media mix.
Threads ads are now delivering in select markets and will roll out to others in due time. If you’re not seeing ads in your Threads feed yet, you likely will soon, as Meta gradually ramps up monetisation efforts on the platform.
Threads Usage in Australia
So where does Australia stand when it comes to Threads? Well, we rank 9th globally for Threads users, with around 1.4 million Australians active on the platform. The majority of these users are Gen Zs. While that sounds kind of good, let’s put this into perspective. X (formerly Twitter) has approximately 4 million Australian users – 4 times the amount as Threads. Australian X users mostly skew towards Millennials.
Now let’s look at Threads on a global scale. Threads’ largest user demographic is:
- 25-34-year-olds (36.39%)
- 18-24-year-olds (19.29%)
The user base is predominantly male (68%), with 28% of males falling into the 23-25 age bracket. Users aged 45 and over make up about 25.68% of the platform’s total audience.
Should Australian Businesses Advertise on Threads?
Probably not – at least not yet, anyway.
While it’s tempting to jump on any new ad offering early, Threads doesn’t yet have the scale or engagement levels in Australia to justify major investment for most brands. Its audience is relatively small compared to other platforms like Instagram, Facebook or even X (we can’t believe we’re saying that). In addition, Threads is still evolving its features and community dynamics, and user behavior on the app remains less defined compared to more mature platforms.
For brands targeting a younger, male-skewed demographic (particularly Gen Z and young Millennials), there could be some early-mover advantages. However, for most Australian businesses, Threads advertising will likely offer limited ROI at this stage.
As always, the best approach is to monitor how Threads ads perform over the coming months and be ready to act if the platform shows stronger user growth, improved engagement and more robust ad targeting options.
The Bottom Line
Threads advertising represents a new opportunity, but for Australian businesses, it’s probably not the most effective use of ad dollars right now. Keep it on your radar, but for now, focus your social media advertising efforts where your audience already is and where proven results are easier to achieve.
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