Advertising on Threads discover how Meta is revolutionizing its latest social network to compete with X and TikTok. A strategy that could change everything.
Since its launch in 2023, Threads has rapidly established itself as one of X's (formerly Twitter's) main competitors. Driven by the Meta ecosystem, this social network has attracted millions of users in search of a more stable and moderated alternative. But today, a major turning point is in sight: the arrival of advertising on Threads.
With this new strategy, Meta aims not only to monetize its latest product, but also to attract advertisers looking for alternatives in the face of X's turbulence and the uncertainty surrounding TikTok. A decision that could change everything... but at what price? Will Threads manage to remain attractive to its users while integrating advertisements? And above all, will Meta succeed in turning Threads into a new marketing goldmine?
Advertising on Threads: Meta takes action
Tech giant Meta, known for its iconic platforms like Facebook and Instagram, continues its expansion with Threads, a social network launched in 2023 to compete with X (formerly Twitter). Now, the company is exploring an expected but strategic terrain: ads on Threads. This move, while predictable, raises many questions about the future of social networks and Threads' place in the digital ecosystem.
Adam Mosseri, director of Instagram and Threads, recently announced that Meta was testing ads on Threads with a handful of brands in the US and Japan. This experimentation, still on a small scale, aims to gather user feedback to ensure that ads are relevant and well integrated into the user experience. But why is this launch so strategic, and what impact could it have on the competition, notably X and TikTok?
Why Threads ads are no surprise
Threads advertising is part of Meta's well-established strategy. For years, the company has derived most of its revenue from advertising on its free platforms. This new step brings Threads into line with the group's other social networks, while reinforcing its lucrative potential.
With a audience estimated at 300 million monthly users, Threads represents a golden opportunity for Meta to diversify its advertising offering. However, some observers point out that this figure is inflated by automatic connections via Instagram, making real engagement harder to measure.
Threads: a new advantage over X and TikTok
By introducing ads on Threads, Meta is also seeking to capitalize on the crisis of confidence affecting X. Since its takeover by Elon Musk, X has seen a drastic reduction in content moderation and an increase in controversial speech, prompting many advertisers to turn to alternatives. Threads, with its initial "safer" and more moderate positioning, presented itself as an ideal solution.
However, Meta's recent adjustments, notably the relaxation of its own moderation rules, could make Threads less attractive to certain brands. According to Emarketer analyst Jasmine Enberg, this development is likely to provoke "negative reactions" from users and advertisers alike.
The TikTok challenge: Meta leaves nothing to chance
The arrival of ads on Threads comes at a particular time for TikTok, Meta's other great rival. In January 2024, the United States passed a law banning TikTok, a move that could pave the way for new spaces for platforms like Threads. Although this ban has been temporarily suspended by the current administration, the uncertainty surrounding TikTok is prompting advertisers to explore other options.
Meta intends to seize this opportunity. With Threads, the company can offer an alternative advertising space that relies on integration with Instagram, reinforcing the synergy between its different platforms.
What are the challenges for Threads advertising?
Despite its potential, Threads is not immune to challenges. Distrust of Meta remains strong, particularly after the end of the fact-checking program in the U.S. and controversies surrounding the management of personal data. What's more, the integration of advertising on Threads could be perceived by some as a loss of the platform's original authenticity.
Another major obstacle is the competition. Although Threads experienced rapid growth at launch, its actual engagement seems to lag behind that of X or TikTok. To succeed, Meta will not only have to win over advertisers, but also convince users that ads on Threads add value to their experience.
A turning point for social networks?
The arrival of advertising on Threads could mark a turning point in the way social networks evolve. By combining the massive reach of Meta with the appeal of a growing platform, Threads is positioning itself as a key player on the digital landscape. But this ambition will have to be accompanied by a carefully calibrated advertising strategy to avoid the pitfalls encountered by its competitors.
As tests continue in the U.S. and Japan, the future of Threads ads will depend on how well they are received by users, and how well they stand out in a saturated market. One thing's for sure: Meta will do anything to reinforce its dominance, and Threads could well be its next big success.
Our opinion
Introducing ads on Threads is a logical but risky step for Meta. If carried out correctly, this strategy could make Threads a formidable competitor to X and TikTok. However, Meta will have to find the right balance between profitability and user satisfaction to avoid repeating the mistakes of the past. In any case, the next developments at Threads will be closely watched, as they could redefine the future of social networking.