Ads are coming to Threads, after Meta announced that they’ll be rolling out a limited early test of ads with a handful of brands in the US and Japan. Despite initially claiming they wouldn’t be launching ads until the app reached a billion users, Threads ads tests were first spotted back in August 2024 and further testing is underway.
So, what does it all mean for users, brands and marketers? Let’s take a look at how far Threads has come since it first launched, what we know so far about the upcoming ads, and how we can start preparing for the roll-out.
What is Threads?
Instagram’s Threads launched in July 2023, quickly making waves with 30 million sign-ups in the first 24 hours. Positioned as a direct competitor to X (formerly Twitter), the platform was seen as a fresh alternative. Part of its early appeal was the idea of a kinder, friendlier online space, one without the trolling and confrontation that had become common elsewhere.
At its core, Threads is a text-based app that feels familiar to X users. The interface isn’t too far removed from the X feed and many have compared it to old-school Twitter, with its chaotic humour and fast-moving conversations.
While Threads’ growth has been inconsistent since its launch, it has recently seen a surge in popularity and now boasts an impressive 320 million monthly active users. Its user base is predominantly 25-34 year-olds, making it an ideal platform for brands looking to reach Millennial and Gen Z audiences.
One of the biggest criticisms at launch was the platform’s limited capabilities:; no search function, no Explore or Discovery page, and very few accessibility features. And, of course, no ads. Since then, Meta has steadily introduced more features and the next major update is arriving sooner than expected: ads are coming to Threads.
Ads on Threads
Meta has announced a limited test run of ads on Threads, starting with a handful of brands in the US and Japan before expanding further.
During this early testing phase, ads will appear as image-based posts within the Threads feed, shown between pieces of content for a small group of users. It’s likely that this format will remain when ads are fully rolled out.
With 3 out of 4 Threads users following at least one brand, advertising feels like a natural next step. Social media users are already accustomed to ads on other social platforms, so their introduction on Threads shouldn’t have too much impact on the experience of using the app.
To ensure ads are relevant, Meta will use data from Threads, Instagram, and off-platform activity to tailor content to users. They’ll also be providing users with some control over their ad experience, offering options to skip, hide or report ads.
How Will Ads On Threads Impact Marketers?
Marketers testing ads on Threads will be able to easily extend their existing Meta ad campaigns to Threads, without needing to change the creatives or use extra resources, by just checking a box in Ads Manager.
Meta has also stated its commitment to brand safety, investing in policies, systems and tools to help businesses manage where their ads appear. This includes an inventory filter for ads on Threads, powered by AI, which will allow advertisers to control the sensitivity level of organic content their ads are placed next to.
How To Prepare For Threads Ads
Advertising on Threads isn’t essential but for brands considering testing it, now is the perfect time to start paying attention. Keeping an eye on test ads, monitoring public feedback and thinking about how Threads ads could fit into your strategy will put you in a strong position when the full roll-out happens.
Most importantly, use this time to build an organic presence on Threads (if you haven’t already). Engage with your audience, experiment with different content formats and figure out what resonates before you can start introducing paid ads. Brands that start preparing now will have a competitive edge when Threads ads become widely available.
What’s Next For Threads?
What we know at the moment is quite limited as it is just an early test. The feedback from this test among selected brands in the US and Japan will inform how ads are rolled out for everyone on Threads, and how soon we could expect to see them. At the moment, there hasn’t been any indication of what the timeline could look like or when they’ll be fully rolled out.
It sounds like Meta is working to ensure a seamless integration of ads on Threads, aligning closely with its existing ad capabilities across Instagram and Facebook. Only time will tell how ads do on Threads, but we’re interested to see how things go.
Social media is constantly evolving but, here at Victress, we love making sense of the chaos and helping brands figure out what actually works best for them. If you’re struggling to navigate the world of social media, drop us a message! We’re always here to help and more than happy to sit down for a chat about all things social media.
