Meta prepares to launch ads on Threads app in early 2024

Threads, Meta’s social app launched to compete with X, will debut ads next year, but the company doesn’t expect immediate major revenue gains.
Meta tests Threads ads in the US and Japan as the app exceeds 300 million monthly users.

Meta Platforms is gearing up to introduce advertising to its Threads app early next year, aiming to tap into a new revenue stream while competing with X (formerly Twitter). The Information reported that a limited number of advertisers will be allowed to publish ads on Threads starting in January, with the initiative spearheaded by Instagram’s advertising team. Threads, which launched in July 2023 amidst the upheaval at X under Elon Musk’s ownership, has rapidly grown to 275 million monthly active users, as announced by CEO Mark Zuckerberg in October.

Despite the app’s quick expansion, Meta remains cautious about its immediate profitability. CFO Susan Li, during a recent post-earnings call, indicated that Threads is not expected to be a significant revenue driver by 2025. She emphasised that the company is prioritising consumer value, and monetisation features are not yet a primary focus. A Meta spokesperson echoed this sentiment, confirming that Threads currently has no ads or monetisation strategies.

The timing for the introduction of ads on Threads could be opportune, given the instability at X. Since Elon Musk‘s acquisition of X, the platform has experienced disruptions and a decline in ad revenue, as some advertisers feared their brands could appear alongside controversial or harmful content. Musk’s management style and significant policy changes prompted many brands to reconsider ad spending on the site. Notably, X has taken legal action against a global advertising alliance and some major companies, accusing them of conspiring to boycott the platform and contributing to revenue losses.

Meta‘s plans to monetise Threads come as it seeks to entice disillusioned advertisers from X. However, the company is carefully balancing the need to develop Threads as a welcoming and user-friendly environment while exploring advertising opportunities. The rollout of ads and additional features is set to shape how Threads evolves as a major social media contender in the years to come.