Janice R. Andrews
Meta is taking its first steps toward monetizing Threads by initiating a “small test” of advertisements on the platform. Since its debut a year and a half ago, Threads has distinguished itself from Meta’s other applications by remaining free of the extensive advertising that characterizes Facebook and Instagram. However, this is set to change as Meta seeks new revenue streams.
Adam Mosseri, head of Instagram, announced that the initial ad rollout will target a “small percentage of people” in the United States and Japan. These ads will appear as image posts seamlessly integrated between users’ feed content, ensuring they blend naturally with organic posts. Mosseri emphasized, “We anticipate significant feedback on our advertising approach and are committed to making ads feel like relevant and engaging Threads posts.” This careful strategy aims to preserve the user experience while exploring monetization options.
Meta is utilizing its established advertising framework to introduce ads to Threads. In a recent blog post, the company explained that brands can easily extend their existing Meta ad campaigns to Threads by simply selecting an option in Ads Manager. This streamlined process eliminates the need for custom creative content or additional resources. Initially, only a select group of brands in the US and Japan will participate in the test, allowing Meta to collect valuable feedback before expanding the program.
A notable feature being trialed is the “inventory filter,” which enables advertisers to manage the sensitivity of the organic content adjacent to their ads. This tool is crucial as Meta revises its content moderation policies, potentially allowing more political content to appear in user recommendations. By providing this level of control, Meta aims to address advertisers’ needs and ensure their ads are both effective and appropriately placed.
Although the initial test is limited in scope, Meta’s approach suggests a potential for rapid expansion. With Threads already boasting over 300 million users, the introduction of ads could quickly attract a wide array of advertisers eager to engage with the platform’s active audience. Mark Zuckerberg has previously advocated for a gradual approach to developing Threads’ advertising business, emphasizing the importance of building a sustainable and user-friendly ad ecosystem. “All these new products, we ship them, and then there’s a multi-year time horizon between scaling them and then scaling them into not just consumer experiences but very large businesses,” Zuckerberg stated last year.
As Meta moves forward with its first advertising trials on Threads, the company aims to balance monetization with maintaining user satisfaction. The outcome of this test will likely shape the future of advertising on Threads, potentially transforming it into a powerful platform for both users and marketers.
