Meta to Test Ads on its Microblogging Service, Threads
Meta, the parent company of Facebook and Instagram, has announced that it will begin testing ads on its microblogging service, Threads, with a small group of companies in the US and Japan. The test marks Meta’s first attempt to generate revenue from Threads, which was launched in July to rival Twitter.
The ads will be similar to sponsored content found on Facebook and Instagram, with large images and will be integrated into users’ feeds. The test is designed to gauge the effectiveness of the ads before scaling them more broadly.
Businesses participating in the test will have access to a brand-safety tool used on Facebook, Instagram, and Reels, which ensures that sponsored content does not run alongside offensive content. Meta’s existing monetization policies will also apply to Threads, ensuring that content that violates community standards is not eligible for ad adjacency.
Threads has gained over 300 million monthly users, with three out of four people following at least one business on their personal feeds. The platform has been dubbed a potential revenue source for Meta, which could rival Twitter’s $5 billion annual revenue.
However, Meta’s Chief Financial Officer, Susan Li, has stated that the company is not expecting Threads to be a major driver of revenue in 2025. The company will continue to roll out additional features, including third-party advertising verification tools and support for more languages, in the coming months.
