Meta has begun testing advertisements on its Threads micro-blogging platform. The company describes this as a “small test” at the moment, involving a few different brands within the United States and Japan.
A report from November suggested that Meta intended to introduce ads on Threads in early 2025, and today’s announcement indicates that the company is on track. Meta aims to leverage the ongoing growth of Threads amid the fractured landscape of text-based social networking.
In a message on Threads, Instagram chief Adam Mosseri mentioned that Meta will be “closely monitoring” user feedback before expanding this initiative.
We are initiating a small ad test on Threads with a select group of brands in the US and Japan. We anticipate substantial feedback regarding our ad strategy, and we are committed to ensuring that ads feel similar to the Threads posts that users find relevant and engaging. We’ll be keeping a close eye on this test before deciding to broaden its scope, aiming to make ads on Threads as compelling as organic content.
Mosseri did not disclose specific information about how ads will be integrated into Threads. Given Instagram’s reputation for precise targeting in advertising, it is likely that Threads will adopt a similar approach.
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