Meta has started testing advertisements on its microblogging platform, Threads, marking the company’s first step toward monetising the service. Initially launched in July 2023 without ads, Threads now seeks to tap into its growing user base as a new revenue stream.
In a statement, Adam Mosseri, head of Instagram, confirmed that the ad test would begin with a select group of users in the United States and Japan. These ads will appear as image posts integrated seamlessly into users’ feeds, similar to those seen on other Meta platforms like Facebook and Instagram.
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Although Meta had initially avoided ads on Threads, the decision comes after the platform reached 300 million monthly active users, surpassing its initial user growth expectations. Meta has made the process easy for advertisers by integrating Threads into its existing ad system, allowing brands to extend campaigns with minimal effort.
While the initial test will include only a few brands, Meta plans to monitor user feedback before expanding the ads more widely. The company is also testing features to give advertisers more control, such as an “inventory filter” to manage content sensitivity.
Meta’s move to introduce ads on Threads is part of its strategy to compete with X (formerly Twitter), offering advertisers an alternative platform amid challenges faced by X.
