Meta, the parent company of Instagram, has launched its first test of advertisements on its Threads platform. This marks a significant step as the platform, which was previously free from ads, begins to incorporate paid content in a manner similar to Facebook and Instagram. According to Adam Mosseri, the CEO of Instagram, the ads will initially be visible only to a small group of users in the United States and Japan.
Introduction of Ads in Threads
Previously, Threads operated without advertisements, differentiating itself from other platforms within Meta’s ecosystem. However, with the launch of the new ad testing phase, Threads will begin displaying advertisements in a format that places images between posts in users’ news feeds. At first, this initiative will be visible to a limited audience, as Meta has decided to start with a small number of brands in the U.S. and Japan. This test is designed to gather feedback and optimize the user experience before a wider rollout.
What We Know So Far
The ads will take the form of images placed between posts within users’ newsfeeds, ensuring they are seamlessly integrated into the overall user experience. Initially, this experiment will be confined to a small audience in specific regions, namely the U.S. and Japan. Meta aims to test this feature with a select number of brands in these areas. The company has expressed its commitment to refining the approach based on user feedback before scaling it globally.
View on Threads
Mosseri has also mentioned that the company expects considerable feedback from the public regarding the approach to advertising, emphasizing that ads need to be relevant and engaging for users. The company is determined to carefully monitor the test phase to refine the ad experience before expanding it, aiming for a level of advertising that matches the excitement and engagement found with organic content.
Implementation and Integration
Meta is leveraging its existing advertising infrastructure to introduce ads on Threads, making it easier for brands to extend their advertising campaigns without requiring additional resources or creative adjustments. Brands can activate the option directly through the Ads Manager. Furthermore, Meta is testing a new “inventory filter” that will allow advertisers to control the type of content their ads will appear next to, giving them greater control over ad placement and relevance.
Over time, Meta expects to scale the platform rapidly, reaching its user base of over 300 million users by leveraging its existing advertising tools and infrastructure. This could represent a significant revenue stream for the company, as it further integrates advertising into the fabric of Threads.
Long-Term Strategy
Mark Zuckerberg previously stated that Meta is adopting a cautious approach to growing its advertising business on Threads, focusing on long-term monetization rather than short-term gains. This strategy ensures that the platform’s growth remains sustainable while also prioritizing user experience and engagement.
Source: Adam Mosseri, Facebook