According to Adam Mosseri, Instagram’s director, Meta has formally begun running advertisements on its social networking platform, Threads. Launched with a small collection of US and Japanese firms, the trial initiative represents Threads’s first venture into advertising as the platform investigates monetisation tactics. Mosseri underlined that the aim is to ensure adverts on Threads are as relevant and interesting as the site’s natural content. “We are ensuring they feel like Threads posts you would find relevant and interesting,” he added.
The test will consist of careful monitoring and assessment before extending the effort to a larger audience. Meta intends to get user comments so that the ad experience can be improved and any issues can be resolved. “We know there will be plenty of feedback about how we should approach ads,” Mosseri said, stressing the company’s aim to be sensitive to customer input throughout the process. Mosseri said, “We will closely monitor this test before scaling it more broadly, with the aim of making advertisements on Threads as fascinating as natural content.”
Initially launched in mid-2023 as a rival to X (previously Twitter), Threads attracted quick interest for its understated style and Instagram integration. Still, the platform hasn’t become a serious threat to X and has struggled to keep user involvement. At the start of 2025, Threads will also have other fresh ideas than adverts. Meta said earlier this month that beginning in the US, it was substituting a crowdsourced Community Notes system for fact-checking agents. Meta is also restoring political material to its platforms and eliminating limitations on subjects like immigration and gender.