Meta has officially started testing ads on Threads, marking a significant step in the platform’s evolution. While Threads hasn’t yet reached the one billion user milestone that Meta initially suggested would be the trigger for monetisation, its rapid growth to 300 million monthly active users has prompted the company to introduce ads earlier than expected.

Since its launch in July 2023, Threads has primarily been an organic social platform, with brands leveraging it for community engagement rather than paid advertising. Limited influencer marketing collaborations have taken place, particularly among creators with strong Instagram followings, but overall, paid marketing has been absent until now. With this new update, brands can finally integrate Threads into their paid social strategies, marking a major shift in how businesses approach the app.

With this move, Meta is expanding its advertising reach and providing businesses with a new placement option that seamlessly integrates into existing campaigns across Facebook and Instagram. For marketers, this presents both opportunities and challenges, particularly in understanding how Threads ads fit into the broader Meta ad ecosystem.

How Ads on Threads Will Work

Starting with a limited test in the U.S. and Japan, a small number of advertisers will now be able to extend their existing image-based ad campaigns to Threads by simply checking a box in Ads Manager. This means brands don’t need to create bespoke content specifically for Threads, reducing additional resourcing and creative demands.

During this early phase, Threads ads will appear within the home feed, displayed between organic content for a small percentage of users. Over time, as Meta gathers insights from this test, it is expected that ad formats will expand and be introduced in more regions.

For brands that are already running Meta ad campaigns, this update offers a way to reach a growing audience without additional setup complexity. By leveraging Meta’s proven ad systems, advertisers can ensure that their campaigns maintain consistency across multiple Meta-owned platforms.

Threads’ Growth and Marketing Uptake

Threads saw explosive initial adoption, reaching 100 million sign-ups within just five days of launch, making it the fastest-growing social media platform in history at the time. However, engagement dipped in the following months as the novelty wore off and content discovery remained limited.

Since then, Meta has steadily introduced updates, including a web version, trending topics, and improved search functionality, helping it regain momentum. As of early 2024, Threads now boasts 300 million monthly active users, positioning it as a strong contender against X (formerly Twitter) for real-time conversations.

From a marketing perspective, Threads has been largely organic, with brands using it as an extension of their Instagram presence. Unlike Instagram and Facebook, paid ads have not been available until now, making it a space dominated by community engagement, thought leadership, and influencer crossovers. The introduction of ads signals a major shift that could transform how brands approach the platform.

Meta’s Push for a “Better” Ad Experience

Meta is framing this move as a way to enhance user experience, with the company stating that ads help people “discover businesses and content they love.” While this is a standard advertising narrative, it’s clear that Meta is aiming to make ads on Threads as seamless and non-disruptive as possible.

Threads chief Adam Mosseri has emphasised that Meta will be “closely monitoring this test” before expanding it further. The ultimate goal, according to Mosseri, is to make Threads ads “as interesting as organic content.” While this vision is ambitious, user reactions will determine whether Meta can truly integrate ads smoothly into the platform.

To balance the user experience, Meta is implementing measures that allow advertisers to control where their ads appear and users to control what ads they see.

Brand Safety and Suitability Controls

A major concern for advertisers is brand safety, ensuring that ads appear next to appropriate content. To address this, Meta is introducing its inventory filter, a brand suitability control already available for Facebook and Instagram Feeds and Reels.

The inventory filter, powered by AI, allows advertisers to set sensitivity levels for the organic content that appears alongside their ads. Additionally, Meta’s Monetization Policies ensure that ads won’t be placed next to content that violates Community Standards.

Meta has also committed to further third-party verification solutions and expanding support for more languages in the coming months. These steps indicate a serious push to maintain advertiser confidence in Threads as an advertising platform.

Threads has been positioning itself as a viable alternative to X, with Meta actively investing in real-time conversations and engagement. As advertisers increasingly look for alternatives to X, Threads presents a new opportunity to reach audiences interested in public conversations, without the brand safety concerns that have emerged on X.

Threads’ rapid growth also makes it an attractive option for businesses. According to Meta, three out of four people on Threads follow at least one business, which suggests that users are already engaging with brand content. Adding ads to the mix allows businesses to tap into this existing behaviour and further build their audience.

How Advertisers Can Prepare for Threads Ads

For marketers, Threads ads introduce another placement option within the Meta ecosystem. Brands should consider the following steps to optimise their advertising strategy:

1. Test and Learn in the Early Phase – Since Threads ads are still in the testing stage, it’s an opportunity for advertisers to experiment with ad placements and performance before the platform becomes saturated with competition.
2. Leverage Cross-Platform Consistency – With Threads ads integrating seamlessly with existing Facebook and Instagram campaigns, advertisers should ensure their creative and messaging align across platforms.
3. Utilise Brand Safety Controls – Given the evolving nature of Threads content, brands should actively use Meta’s inventory filter to control where their ads appear.
4. Monitor User Sentiment and Engagement – While Threads has gained popularity, user reactions to ads on the platform remain uncertain. Marketers should keep a close eye on engagement rates, ad effectiveness, and user feedback.

What’s Next for Ads on Threads?

Meta has made it clear that this is just the beginning for ads on Threads. The current limited test will provide insights that will shape the future of advertising on the platform.

In the coming months, we can expect:

• Expansion to more advertisers and regions as Meta refines its approach.
• Introduction of new ad formats, possibly including video and carousel ads.
• Deeper integration with Meta’s AI capabilities, improving ad targeting and personalisation.

Given Threads’ trajectory, it is likely that ad placements will evolve quickly, with Meta looking to capitalise on its growing user base.