Threads, Meta’s competitor to X, could start displaying advertisements on its text-based platform by the start of next year. While the exact format of advertisements on Threads is yet to be revealed, they could potentially appear as “sponsored” posts with limited availability. This development has also been confirmed by Instagram head Adam Mosseri.
Threads to display ads from 2025: Key details
According to a new report by The Information, Meta will initially allow just a small group of advertisers to publish on the social network platform. Further, these small group of advertisers are expected to gain access to Threads in January, marking its first step toward monetisation since its July 2023 launch.
Although the social media platform has more than 275 million active users globally, Threads is still not looking to add significant revenue by the end of 2025 with this addition. During an October 2024 results call, chief financial officer (CFO) Susan Li said that Meta doesn’t expect Threads to be a “meaningful driver” of 2025 revenue.
Moreover, the report adds that the process of integrating ads into Threads is reportedly being led by Instagram’s advertising division. When asked about The Information’s report, Meta spokesperson Matthew Tye commented to The Verge: “Since our priority is to build consumer value first and foremost, there are no ads or monetisation features currently on Threads.”
This statement doesn’t really deny The Information’s report, but Meta’s silence on its future plans does suggest that it may be introducing this change soon.
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