Meta introduces ads on Threads to strengthen ties between users and businesses, by testing ads in the United States and Japan.
Since its launch in 2023, Threads, Meta's microblogging platform, had yet to monetize its audience. With more than 300 million monthly active users, the company has decided to introduce advertising on Threads, testing ads in the United States and Japan. Meta justifies this choice by saying it wants “deepen connections” between users and the companies they value.
The introduction of ads: a major turning point for Threads
Until now, Threads had stood out by offering a user experience without ads, unlike X (formerly Twitter). This new test therefore marks a first step in the platform's monetization strategy. According to Meta, three out of four users follow at least one business on Threads, demonstrating a strong interest in branded content.
In a blog post, Meta clarified that these tests would involve a small group of businesses and consumers, with ads placed directly in the news feed. These ads will take the form ofinterspersed images between classic Threads content, an approach reminiscent of that already used on Facebook and Instagram.
“Companies participating in this test will benefit from the same security and control solutions available on Meta’s other platforms. Users, in turn, will have access to settings to adjust their advertising experience.” – Meta
How will ads be integrated into Threads?
To avoid too much of a negative reaction, Meta is taking a phased approach and closely monitoring the impact of announcements before any expansion. Companies will be able to extend their existing ad campaigns on Meta to Threads, without the need to create additional specific content.
Another innovation tested concerns theartificial intelligence applied to ads. Meta develops a inventory filter, which will allow advertisers to set a sensitivity level on organic content appearing next to their ads. This option aims to ensure a secure brand environment, avoiding associating advertisements with controversial content.
Adam Mosseri, head of Instagram and Threads, reassured users that Meta wants ads as interesting as organic posts.
“We know there will be a lot of reaction to the introduction of advertising. We’re making sure ads on Threads feel like relevant, engaging posts. We’ll be watching closely for feedback before expanding these tests.” – Adam Mosseri
A strategic decision aligned with Meta's new policy
The launch comes after a broader strategic shift at Meta. The company recently relaxed its fact-checking policies in the United States, a move seen by some as an attempt to reduce censorship ahead of the US election.
In a recent statement, Mark Zuckerberg claimed that Meta was returning to its "fundamentals", by setting up new rules to ensure greater freedom of expression on Facebook, Instagram and Threads.
This context raises a key question: is the introduction of advertising on Threads a simple monetization lever, or is it part of a broader strategy aimed at repositioning Meta as a freer and less restrictive alternative than its competitors?
The impact of this new feature on users and businesses
Adding ads to Threads could have consequences contradictory :
| Benefits for businesses | Potential disadvantages for users |
|---|---|
| Access to an engaged and brand-connected audience | Risk of deteriorating user experience |
| Easily extend Meta ad campaigns to Threads | Possible increase in sponsored content and fewer organic posts |
| Security and filtering solutions to protect brand image | Potential rejection of advertising by some users |
| Collection of new data on trends in consumption | Less differentiation from X/Twitter |
Meta must therefore juggle between the need to monetize Threads and that of preserve user experience which has attracted so many new members.
A soft introduction before a massive expansion?
For now, only a few companies and a limited percentage of users will see these ads. However, there is no doubt that if the initial tests are successful, Meta will roll out these ads on a larger scale.
Will Threads users accept this evolution or will they look for a more "pure" alternative without ads? That will depend on how Meta will integrate these ads and respect for user preferences.
Meta has already proven its expertise in targeted and optimized advertising, particularly on Facebook and Instagram. But with Threads still growing, how that monetization is perceived could play a key role in its future.
And you, what do you think about the arrival of ads on Threads? Is it an inevitable evolution or a threat to the user experience?