Threads Publishing

Threads for Emplifi Publisher is currently in early access. Some features may not be available until the full release. If you do not see the option to create and publish to a Threads profile and would like access before the general release, please contact your customer success manager.

This page contains high-level specifications for scheduling and publishing Threads posts through Publisher.

If your post does not meet the requirements to publish, Publisher informs you so you can correct the post.

The Threads API allows only 250 posts within 24 hours. Carousels count as single post. This period of time starts from when the first post is made through the API. Publisher keeps track of your publishing history and will warn you when the limit is reached.

Text

Text properties	Guidelines	More information
Post character limit	`500`	-
Maximum number of mentions (@username)	`-`	Due to how the API for Threads works, only mentions created natively within Threads will appear in the mentioned user’s mentions section. Mentions are unavailable for early access.
Maximum number of hashtags (#example)	`1` The following characters are unsupported for hashtags: Spaces, Tabs, New Line Characters Periods (.) Ampersands (&) At Signs (@) Exclamation Marks (!) Question Marks (?) Commas (,) Semi-Colons (;) Colons (:)	The first valid tag included in a post of any type (text-only, image, video, carousel) is treated as the tag for that post. Whole numbers that are preceded by a hash sign (i.e., #1) will not be converted into a tag.
Links	Multiple links are supported in a post. For a preview to render in Threads, the link must be to a valid, publicly accessible URL. The link preview is only viewable in Publisher when you use the Link post type.	The first link in the post publishes with a preview of the link within Threads. This functionality only works within Text Posts and Link Posts.

Hashtags, or Topics in the Threads app and website are displayed as a blue, underlined link with the hashtag removed. The link redirects you to the feed for that hashtag. For example, #tacotuesday displays within Threads as tacotuesday (this example is not clickable). Clicking the link takes you to a feed of other content that also uses that hashtag as a topic.

Image

Photo properties	Guidelines	More information
Allowed extensions	`jpg`, `jpeg`, `png`, `gif`	The Threads API publishes `gif` files as static images.
Maximum number of files	`1`	-
Maximum file size	`jpg/jpeg: 8 MB` `png: 3 MB`	-
Aspect ratio limit	`10:1`	Minimum Width: 320px (will be scaled up to the minimum if necessary) Maximum Width: 1440px (will be scaled down to the maximum if necessary)
Color space	`sRGB`	-
Alt text character limit	`1000`	-

Video

Reel properties	Guidelines	More information
Allowed extensions	`mp4`, `mov`, `mkv`	`mkv` files currently work but are not technically supported by the Threads API. Use and upload at your own risk.
Maximum number of files	`1`	-
Maximum files size	`1 GB`	-
Minimum and maximum duration	`>0 seconds <= 5 minutes`	-
Maximum columns (horizontal pixels)	`1920px`	-
Aspect ratio	`0.01:1 to 10:1`	We recommend `9:16 (0.56)` to avoid cropping or blank spaces.
FPS (frames per second)	`23 to 60 (4k) FPS`	-
Video codec	HEVC or H264	-
Maximum video bitrate	`25 Mbps`	VBR
Audio codec	AAC	Only one audio track is supported. The track can be either mono or stereo.
Maximum audio bitrate	`128 Kbps`	-
Thumbnail	-	The Threads API does not support custom thumbnails for videos.
Alt text character limit	`1000`	-

Carousel

Carousel properties	Guidelines	More information
File count	`2 to 20`	-
Image	The same capabilities as described in Image for the Threads platform.	-
Video	The same capabilities as described in Video for the Instagram platform.	-

Additional publishing options

Tag/Mention any Threads/IG profile by using: "@" (there is no autocomplete)
Not available during early access.
Label
Scheduling
Uploading cloud-shared assets directly from cloud storage applications

To learn more, see Content Options in Publisher.