This spring, Meta officially rolled out advertising capabilities on Threads, its new text-based social platform built by the Instagram team. While the rollout is still limited, this marks a major milestone for brands looking to connect with Gen Z audiences in fresh, authentic ways. For colleges and universities, it’s also a signal: now is the time to start thinking seriously about using Threads to support your social media marketing strategy.
What is Threads?
Threads is Meta’s social platform focused on text-based, real-time conversations, similar to X (formerly Twitter). The app complements Instagram, due to its seamless integration with your existing Instagram profile. Users can share short posts, reply in threads, and follow discussions on topics they find interesting.
Who is on Threads?
With over 320 million monthly users, and nearly half of those users between 18 and 34 years old, Threads has quickly become a valuable platform for engaging with prospective students. Users open the app nearly every day of the month and spend an average of 34 minutes per day on Threads. With monthly users continuing to increase, Threads presents an opportunity to get in front of a new audience or maintain brand presence among users who are also active on Facebook (70%) and Instagram (51%), Meta’s top social media platforms.
Advertising Is Coming: Here’s What to Know
Meta has begun a phased rollout of advertising capabilities on Threads, allowing select advertisers to start running paid campaigns there. This means higher ed marketers will soon be able to integrate Threads into their paid social media mix, reaching prospective students where they’re already talking, searching, and engaging.
Because the rollout is still limited, it’s a golden opportunity for institutions to test early, explore organic strategy, and position themselves for long-term success. Threads is currently available as a placement option in Meta Ads Manager at the ad set level, under the Feeds placement, supporting single image and single video formats. The good news: creative that already works for Instagram or Facebook Feed placements, such as 1:1 or 1.91:1 images and videos, can also be seamlessly used on Threads.
This gives institutions a chance to experiment with organic content, such as sharing timely updates or campus stories, showcasing thought leadership aligned with content marketing best practices, or repurposing social content from Instagram.
Joining Threads now also allows higher ed institutions to learn the platform’s rhythm and build an audience so that when advertising becomes more widely available, you’re not starting from zero. Early movers will have a clear advantage as the platform evolves, especially when combined with other digital marketing efforts for maximum impact.
Partner With Us to Explore Threads and Beyond
At Carnegie, we’re always exploring new platforms and opportunities to help our partners stay ahead. If you’re curious about how Threads, or any emerging channel, can support your higher education institution, we’d love to talk. Start a conversation with us today.