Meta is testing ads on Threads, its growing platform that competes with Twitter, marking the company's first attempt to monetize the app. The ads will appear as image posts in users' feeds and are initially being rolled out to a small group of users in the US and Japan. Meta aims to make the ads as engaging as organic content.
Meta is venturing into the realm of advertising on its burgeoning platform, Threads . This marks the company's first foray into monetizing its X/Twitter rival since its launch in 2023. The initial ad test will be confined to a select group of users in the US and Japan, where image-based advertisements will seamlessly integrate within users' feeds. Meta 's blog post highlighted the ease with which advertisers can integrate existing campaigns into Threads , simply by toggling a checkbox.
Adam Mosseri, the head of both Instagram and Threads, emphasized the platform's commitment to delivering ads that are as engaging as organic content, stating, 'We'll closely monitor this test before scaling it more broadly, with the goal of getting ads on Threads to a place where they are as interesting as organic content.'Threads boasts an impressive user base of 300 million monthly active users, according to Meta. The company revealed that a significant three out of four Threads users follow at least one business account. This strategic timing coincides with a period of significant upheaval in the social media landscape. Meta's move to introduce advertising on Threads follows recent turmoil surrounding TikTok, which faces potential restrictions in the US, and continued advertiser apprehension regarding X under Elon Musk's ownership. Meta executives have been actively reassuring advertisers about the company's decision to relax content moderation policies and discontinue its third-party fact-checking program. Nicola Mendelsohn, Meta's head of global business, assured Business Insider at the World Economic Forum in Davos this week that the company's brand safety commitments would remain steadfast despite the shift toward what CEO Mark Zuckerberg termed a return to 'free expression.'Ted Harrison, former Head of Production at Twitter/X and founder of Neuemotion, commented, 'As with most things Meta does in the marketplace, timing is everything.' He believes that Meta may be capitalizing on the signals sent by both audiences and advertisers who are seeking an alternative to X. Meta has implemented brand safety measures to allay the concerns of advertisers who may be hesitant about platform content. These measures include AI-powered tools that empower advertisers to exert control over the types of content their ads appear alongside. Meta has pledged to expand third-party advertising verification tools and language support in the coming months as it gradually scales up the advertising program based on the initial test results. Jack Johnston, senior social innovation director at Tinuiti, a digital marketing firm, pointed out that Meta's advantage lies in its ability to programmatically place ads across its entire ecosystem, leveraging real-time efficiency. He recalled a similar strategy when Meta first rolled out Reels, enabling advertisers to gradually test the placement.However, Meta executives have tempered revenue expectations in the past. During the company's third-quarter 2024 earnings call, Susan Li, its chief financial officer, cautioned analysts that while the company was 'pleased' with Threads' growth, it didn't 'expect Threads to be a meaningful driver of 2025 revenue.' Baruch Labunski, founder and CEO of digital marketing agency Rank Secure, emphasized that the success of Threads will hinge on its ability to create compelling ads, differentiating itself from X. He noted that the user base on Threads has grown substantially, partly due to users leaving X after the Musk takeover. 'It must focus on making great ads to compete,' Labunski asserted
THREADS META ADVERTISING SOCIAL MEDIA TWITTER MONE TIZATION BRAND SAFETY MARK ZUCKERBERG
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