Meta Platforms has announced its first test run of advertisements on Threads, a social media platform launched in 2023 as a competitor to X (formerly Twitter).
Starting this week, a select number of brands in the U.S. and Japan will participate in the pilot, which introduces image ads into the Threads home feed. This move comes as Threads achieves a milestone of over 300 million monthly active users.
How Meta’s Threads Ad Strategy Works
In its early testing phase, Threads will display ads strategically placed between content posts for a small segment of users. Businesses that already run ad campaigns on Meta’s platforms, such as Facebook and Instagram, will be able to extend their efforts to Threads seamlessly.
To address advertiser concerns, Meta is also trialing an AI-powered inventory filter. This feature allows brands to manage the sensitivity of organic content that appears alongside their ads, giving them more control over brand safety.
Jasmine Enberg, a principal analyst at Emarketer, commented, “Launching ads on Threads so soon after revamping content moderation might raise questions. However, with TikTok’s volatility, brands are exploring alternative platforms, and Threads could be a viable contender.”
Challenges Ahead
Meta’s Threads initiative isn’t without its hurdles. Earlier this month, the company discontinued its U.S. fact-checking program across Facebook, Instagram, and Threads, raising questions about its approach to moderating misinformation.
Despite this, Meta remains optimistic. Chief Financial Officer Susan Li noted that Threads is not expected to significantly impact revenue in 2025 but represents a long-term investment.
A Broader Vision: AI and Innovation
Meta’s focus on Threads aligns with its broader push toward AI development. CEO Mark Zuckerberg recently revealed plans to invest up to $65 billion in 2025 to enhance AI infrastructure. This aggressive spending highlights Meta’s ambition to outpace competitors like OpenAI and Google in the AI race.
Threads has positioned itself as a strong contender in the social media space, particularly as X grapples with the aftermath of Elon Musk’s takeover. While Threads is not yet a significant revenue driver, its ability to integrate seamlessly into Meta’s ecosystem and attract advertisers is a step toward building a sustainable business model.
