Threads, Meta's text-based social platform launched in mid-2023, has been steadily growing its user base and is now approaching 200 million monthly active users. In September 2024, Meta began testing ads on the platform with select advertisers. For brands in MENA, this presents an interesting question: is Threads worth early investment, or should you wait for the platform to mature?
The Threads Opportunity
Threads' user base skews toward educated, engaged audiences interested in real-time conversations. The platform's integration with Instagram means that brands with existing Instagram presence can leverage their audience on Threads with minimal additional effort.
Early advertising tests show CPMs 30-40% lower than both Instagram and X (Twitter), making it potentially cost-effective for brand awareness campaigns. However, conversion-focused campaigns are not yet supported, and the platform lacks the sophisticated targeting options available on Meta's established platforms.
MENA Considerations
Threads adoption in Saudi Arabia and Egypt has been moderate compared to Western markets. The text-heavy format faces competition from visually dominant platforms like Instagram and TikTok. However, English-speaking professional audiences in the Gulf are increasingly active on Threads.
Our Recommendation
For most MENA brands, we recommend a "watch and test" approach:
- Claim your brand username and establish a posting presence
- Allocate 5-10% of social brand awareness budget to test Threads ads
- Focus on English-language content targeting Gulf professionals
- Do not shift budget from proven channels yet
- Monitor Meta's ad product development on the platform closely
Key Takeaways
- Threads ads offer lower CPMs but limited targeting and objectives
- Best suited for brand awareness targeting English-speaking professionals
- Test with small budgets before any significant allocation
- Establish organic presence first to build audience
- This is a long-term bet, not a short-term performance channel