Meta Officially Starts Featuring Ads In Threads

Threads, now starting to show ads (photo; x @rickspairdigi)

JAKARTA - Meta officially started trials of advertising on social media platform Threads, this week. According to the company, this is a small trial involving a number of brands from the United States and Japan.

Earlier, a report in November 2024 stated that Meta plans to deliver ads on Threads in early 2025. With this latest announcement, Meta shows that it is timely in realizing the plan. The move aims to take advantage of the continued growth of Threads amid competition in the text-based platform industry.

In a post on Threads today, the Head of Instagram, Adam Mosseri, revealed that Meta will "observe closely" responses from users before expanding the implementation of the ad.

We started small trials for advertisements in Threads with a number of brands in the US and Japan. We are aware of a lot of responses regarding how we should present ads, and we make sure those ads feel like Spreads posts are relevant and interesting to users. We will observe this trial closely before expanding it, with the aim of making ads on Threads as interesting as organic content," Mosseri explained.

However, Mosseri did not provide further details on how Threads would integrate ads into its platform. Given that Instagram is known to have a highly directed and effective advertising system, it is likely that a similar experience will be applied on Threads.

The move is part of Meta's strategy to continue to strengthen Threads amid the increasingly complex competition dynamics of text-based social media platforms.