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.
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 [...]
Email marketing may just be the most important element of your digital marketing strategy right now. In an age of endless digital channels, it’s easy to get [...]
If you’re new to Google Search Console (GSC), it might seem overwhelming at first. The dashboards, graphs and technical jargon can be intimidating. But once you get [...]
The integration we’ve been waiting for is finally here! Meta has introduced a groundbreaking connection with Google Analytics, enabling advertisers to link their Google Analytics properties to [...]
A client of ours in the watersports game is heading into their quiet season as summer draws to a close. Quiet season = less sales. So, to [...]
Artificial Intelligence (AI) is a lot like Vegemite - you either love it or hate it. But if you haven’t tried it yet, it’s worth a taste. [...]
Did you know that up to 95% of your potential business clients aren’t looking to buy right now? It sounds like a small detail, but it has [...]
Social media followers are great - the more, the merrier - but how can you convert this audience into subscribers who engage with your brand on a [...]
You know how they say your dopamine levels rise when you eat chocolate? Well, we get that same feeling when we look at data. Why? Because digital [...]
Have you noticed more Reddit and Quora threads appearing in Google search results? Whether you're looking for product recommendations or step-by-step guides, chances are you'll find a [...]
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 [...]
Email marketing may just be the most important element of your digital marketing strategy right now. In an age of endless digital channels, it’s easy to get [...]
If you’re new to Google Search Console (GSC), it might seem overwhelming at first. The dashboards, graphs and technical jargon can be intimidating. But once you get [...]
The integration we’ve been waiting for is finally here! Meta has introduced a groundbreaking connection with Google Analytics, enabling advertisers to link their Google Analytics properties to [...]
A client of ours in the watersports game is heading into their quiet season as summer draws to a close. Quiet season = less sales. So, to [...]
Artificial Intelligence (AI) is a lot like Vegemite - you either love it or hate it. But if you haven’t tried it yet, it’s worth a taste. [...]
Did you know that up to 95% of your potential business clients aren’t looking to buy right now? It sounds like a small detail, but it has [...]
Social media followers are great - the more, the merrier - but how can you convert this audience into subscribers who engage with your brand on a [...]
You know how they say your dopamine levels rise when you eat chocolate? Well, we get that same feeling when we look at data. Why? Because digital [...]
Have you noticed more Reddit and Quora threads appearing in Google search results? Whether you're looking for product recommendations or step-by-step guides, chances are you'll find a [...]
