Meta has begun the first phase of monetisation for its social media platform, Threads, by testing advertisements within users’ feeds. The new advertising format, which consists of image-based posts, is currently being tested with a select group of users in the United States and Japan.
The move comes as part of Meta’s broader strategy to explore new revenue streams for its free-to-use platforms. Adam Mosseri, the head of Instagram and Threads, stated that the company will closely monitor the ad test and is focused on making the advertisements as engaging and natural as organic content. The company has emphasized its goal of refining the ad experience before expanding it to a wider audience.
Meta has streamlined the process for advertisers by allowing them to extend their existing campaigns to Threads with a simple checkbox. This ease of integration leverages Meta’s established ad infrastructure, giving businesses the ability to reach Threads’ rapidly growing user base without the need for additional setup.
The timing of this move coincides with significant changes in the social media landscape. TikTok is facing potential bans in the U.S., and Elon Musk’s management of X has raised concerns among advertisers.
Meta is using artificial intelligence tools to ensure that ads appear alongside appropriate content, aiming to provide a trustworthy environment for businesses. Additionally, Meta plans to expand third-party ad verification and offer more language support to enhance the platform’s appeal to global advertisers.
