Meta has launched its first advertising initiative on Threads, targeting users in the US and Japan. The ads will appear in users' home feeds, offering a seamless extension of existing Meta ad campaigns with minimal creative effort. The test aims to ensure engaging and relevant ad experiences while incorporating user controls and brand safety measures. Meta's strategic rollout on Threads reflects its commitment to creating a user-friendly advertising ecosystem and gathering valuable insights for future expansion.
Meta Launches Threads Ads in US and Japan: Strategic 2025 Social Media Advertising Rollout. Meta has officially launched its first advertising initiative on Threads, the social media platform introduced in July 2023 as a direct competitor to X (formerly Twitter). The initial test involves a select group of advertisers in the United States and Japan, targeting the platform's impressive 300 million monthly active users. Adam Mosseri, head of Instagram, emphasized that the company aims to ensure ads feel as engaging and relevant as organic content, carefully monitoring the user experience during this early rollout.
The advertising implementation follows a strategic approach, with image ads appearing intermittently in users' home feeds. Advertisers can seamlessly extend their existing Meta ad campaigns to Threads by simply checking a box in Ads Manager, requiring minimal additional creative effort. Interestingly, internal Meta data reveals that three out of four Threads users already follow at least one business account, suggesting a promising landscape for potential advertising engagement. The platform will initially display ads to a limited percentage of users, allowing for careful evaluation and refinement.
Meta has implemented robust user controls and brand safety mechanisms to address potential concerns about the new advertising approach. Users will have multiple options to manage their ad experience, including the ability to skip, hide, or report advertisements through their account center. The company is utilizing an AI-powered inventory filter similar to those used on Facebook and Instagram, which helps advertisers control the context of their sponsored content. This careful implementation reflects Meta's commitment to maintaining a positive user experience while exploring monetization strategies.
The advertising test comes at a critical moment for Threads, which has experienced rapid initial growth but faced challenges in maintaining sustained user engagement. Meta's CFO, Susan Li, has already indicated that the platform is not expected to be a significant revenue driver in 2025. However, the company sees this as an opportunity to establish an early advertising foothold and gather valuable user insights. The gradual rollout aligns with Meta's broader strategy of carefully introducing new features, with plans to expand the ad program based on user feedback and engagement metrics. This measured approach demonstrates Meta's learning from previous platform launches and its commitment to creating a user-friendly advertising ecosystem.
Meta has officially launched ads on its Threads platform, which boasts over 300 million monthly active users. This initial test phase allows a limited number of advertisers to place image ads within users' home feeds, aiming to seamlessly integrate with existing Meta ad campaigns. Advertisers can easily extend their reach by checking a box in Ads Manager. Meta emphasizes user control over the ad experience, including options to skip or report ads. This move positions Threads as a potential competitor to X (formerly Twitter) in the advertising space, leveraging Meta's extensive ad infrastructure for targeted marketing.
