Meta Platforms, the parent company of Facebook and Instagram, plans to introduce advertisements to its social media app Threads early next year, according to a report by The Information. The report cited three individuals with direct knowledge of Meta’s plans.
Threads, launched in July last year, was developed as a direct competitor to X, the platform previously known as Twitter. The app emerged as an alternative for users amid the turbulent takeover of X by billionaire Elon Musk. Threads has shown significant growth, with Meta CEO Mark Zuckerberg revealing last month that it had reached 275 million monthly active users.
According to the report, a select number of advertisers will be allowed to create and publish ads on Threads starting in January. This effort is being led by a dedicated team within Instagram’s advertising division.
Despite this move, Meta’s Chief Financial Officer, Susan Li, stated in an October post-earnings call that the company does not expect Threads to be a major revenue driver by 2025. Li added that Meta aims to introduce additional features to the app in the future.
A Meta spokesperson highlighted the company’s focus on user experience, saying, “Since our priority is to build consumer value first and foremost, there are no ads or monetization features currently on Threads.”
Threads’ move to integrate advertising comes at a time when X is facing significant challenges. Under Musk’s leadership, X has seen a decline in ad revenue. Concerns among advertisers about their brands appearing next to inappropriate content have contributed to this downturn. In August, X filed a lawsuit against major companies and an advertising alliance, accusing them of conspiring to boycott the platform, further impacting its revenue.
The introduction of ads on Threads could position Meta to attract advertisers looking for stable alternatives to X.
