Meta is launching ads in Threads, its fast-growing social app for public conversation. From here on, a small group of advertisers will begin testing ads within Threads, marking the first step toward expanding the platform’s advertising opportunities.
What’s Happening?
Threads, which has quickly become a space for people to share and discover ideas, now has over 300 million active users each month. The app is already proving to be an important place for businesses, with three out of four Threads users following at least one business.
To make it easier for businesses to connect with consumers, Meta is introducing ads to Threads in a controlled, limited test. This will allow businesses to extend their existing Meta ad campaigns to Threads with just a simple toggle in Ads Manager—no new creative or resources needed. During this test phase, the ads will appear as image-based posts in the Threads feed, interspersed between regular user-generated content for a small percentage of people.
Ads in Threads: Simple and Familiar for Advertisers
If you’re already running ads on other Meta platforms like Facebook and Instagram, you’ll be familiar with how easy it is to launch campaigns. Meta is making it just as simple for businesses to advertise on Threads. With this test, advertisers can reach more people across Meta’s family of apps without the need to create new content. Instead, they can seamlessly extend their campaigns to Threads by simply checking a box in Ads Manager.
Image source: Meta
This will not only help businesses reach a larger, more engaged audience but also improve the effectiveness of their ad campaigns. The ads will be personalized based on the interests and behaviors of Threads users, making them more relevant and engaging for everyone.
Why Ads in Threads Matter for Users
While ads are a vital part of helping businesses grow, they also play an important role in enhancing user experience on Threads. Meta aims to ensure that users see ads that are tailored to their preferences and interests, which means ads can help people discover brands they might love but didn’t know existed.
Meta is also committed to ensuring that users have control over the types of ads they see. If someone comes across an ad they don’t like, they can skip it or use the menu to hide or report the ad. This level of control gives users the power to tailor their ad experience to suit their needs and preferences.
Additionally, the company will be monitoring this test closely to ensure a balanced mix of content, including ads, in users’ feeds. The goal is to offer a personalized experience while making sure the ads stay relevant and not overwhelming.
Brand Safety and Suitability
Meta takes brand safety seriously, and this extends to ads on Threads. Advertisers will benefit from the same brand safety features available on Facebook and Instagram, giving them confidence that their ads will appear in safe, suitable environments.
As part of the test, Meta is introducing an inventory filter for ads in Threads. This AI-powered feature lets advertisers control the sensitivity level of the content their ads appear alongside. For example, businesses can choose to place ads next to content that is generally safer or more neutral. This feature already exists on other Meta platforms and will be available on Threads as well.
In addition, Meta’s existing Monetization Policies will apply to Threads. These policies outline the types of content that can appear next to ads, ensuring that content that violates Meta’s Community Standards won’t be eligible for ad placement.
Looking Ahead
The test of ads in Threads will continue to evolve, and Meta is committed to expanding ad options on the platform in the future. Over time, more features will be added, including support for more languages and third-party verification solutions for greater transparency.
Conclusion
The introduction of ads in Threads marks a huge step in Meta’s efforts to help businesses connect with more people and expand their reach. With the ability to easily extend existing campaigns, combined with robust brand safety tools and user controls, Threads offers a promising new avenue for advertisers.
As the test progresses, we can expect to see even more opportunities for businesses to engage with this fast-growing community. Keep an eye on the developments as Meta continues to refine and expand its ad offerings on Threads.
