Threads, the Meta-owned platform, is moving towards advertising with a small test in the US and Japan, guided by Instagram head Adam Mosseri. Ads will appear as image posts within user feeds with a focus on maintaining relevance and user interest. Here's a unique approach, allowing brands to utilize existing Meta ad campaigns with minimal preparation. Although initially limited, this could pave the way for a rapid expansion of advertising on Threads, which boasts 300 million users, as Meta aims for ads to blend seamlessly with organic content.
Meta is beginning its first "small test" of ads on Threads, aiming to eventually monetize the service while ensuring ads feel relevant to users.
The ads will appear as image posts in between content in users' feeds and will show up only for "a small percentage of people" in the US and Japan.
Meta plans to begin with "a handful of brands" in the two countries, monitoring user feedback before increasing the scale of ads on Threads.
Brands can extend their existing Meta ad campaigns to Threads by simply checking a box in Ads Manager, facilitating a rapid expansion of advertising.
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