Meta Threads Takes the Next Step By Launching Ads

Big news from the Met: Northe platform that everyone rushed to last summer is officially testing ads.

In its announcement today, Threads is launching an image test with select brands in the United States and Japan.

For now, this is just a test run with a handful of brands, but it’s a clear sign that Meta is ready to cash in on its latest social media experiment.

In case you missed it, Themes launched in July 2023 as a Meta response to X (formerly Twitter). It quickly gained traction, passing 300 million monthly active users, largely thanks to its integration with Instagram.

While its user base may not be as sticky as Meta had hoped, this move shows that they are betting on threads as more than a passing fad.

What does an ad test look like?

They are ads tested they are based on images and will appear in users’ home feeds. In early testing, ads on threads will only show a small percentage of people.

Meta measures how users respond and will decide whether to expand the program based on the data.

A meta approach to brand safety

Meta gives users more control over the ads they see to help them understand how their information is used for ads and ways to change their experience.

Users will be able to skip an ad they don’t like or hide or report an ad they find inappropriate.

Additionally, the meta is testing an AI-powered inventory filter. These tools allow advertisers to control the types of content their ads appear alongside, giving brands more confidence to experiment with new platforms like threads.

Why advertisers should care

For advertisers who want to jump on this initial test, businesses can simply extend their existing meta campaigns to topics without additional creative.

In Meta Ads Manager, advertisers can simply check the box indicating that they would like to add a thread as a placement.

It is important to note that checking the thread placement box does not automatically mean that your ads will appear immediately as this is a limited test.

Meta hasn’t confirmed which brands or verticals will be eligible for this initial test, but we’ll keep an eye out for early ads.

Tema’s emphasis on visual content and casual conversation creates a unique opportunity for advertisers to experiment with creative approaches. If your audience is already active on Instagram or Facebook, this could be the perfect extension for your campaigns.

Being an early adopter on the platform could give you a competitive advantage when it comes to understanding what resonates.

Next steps for marketers

Although threads are still unable to find their identity, it has already been proven that it can attract a mass audience. And with Meta’s established advertising infrastructure, it’s only a matter of time before thread becomes a key player in the ad space.

If you’re already running campaigns with Meta, this is your chance to get started with a brand new ad platform.

When testing, run small, monitor your performance, and pay attention to how users interact with ads on the platform.

Don’t sleep on the ability to test creative formats. Stay tuned for updates from Met as they expand this test. We will continue to update as more information comes to light.