Meta has begun testing advertisements on Threads, its platform designed to rival X/Twitter. This marks the first attempt to monetize Threads since its launch in 2023. The test is starting with a small group of users in the United States and Japan. Ads will appear as image posts within users’ feeds. Advertisers can easily extend their Meta campaigns to Threads by checking a box, the company shared in a blog post.
Meta Starts Testing Ads on Threads to Boost Revenue
Adam Mosseri, the head of Instagram and Threads, explained the plan. “We’ll closely monitor this test before expanding it. Our goal is to make ads on Threads as engaging as organic content,” Mosseri said in a Threads post.
Threads has grown rapidly, reaching 300 million monthly active users, Meta said. The company also revealed that three out of four Threads users follow at least one business account.
Perfect Timing Amid Market Changes
Meta’s move comes at a time of major shifts in the social media world. TikTok faces possible bans in the U.S., while Elon Musk’s leadership at X has caused concern among advertisers. Many are unhappy with X’s relaxed content moderation and overall direction.
“Meta is smart to act now,” said Ted Harrison, founder of Neuemotion and a former executive at X. “They’re responding to advertisers and users looking for a stable alternative.”
To attract advertisers, Meta is prioritizing brand safety. It is using AI tools to control what content appears next to ads. Meta also plans to expand third-party ad verification and add more language support. These updates aim to reassure advertisers and improve trust.
Long-Term Plans for Growth
Despite Threads’ fast growth, Meta has realistic expectations for its ad revenue. During its Q3 2024 earnings call, CFO Susan Li said Threads is not expected to make a big financial impact in 2025.
Still, experts see potential. Baruch Labunski, CEO of Rank Secure, stressed the importance of high-quality ads. “To stand out, Threads must focus on creating great ads,” he said.
Jack Johnston from Tinuiti highlighted Meta’s advantage. “Advertisers can run campaigns across Meta’s platforms, making it efficient,” he noted.
By testing ads carefully and building trust, Meta aims to turn Threads into a major ad platform. While challenges remain, this is a key step in its long-term strategy.
