Meta Begins Testing Ads on Threads
Meta launched Threads in July 2023, quickly gaining over 100 million users within its first week. While it was initially available in the US and over 100 other countries, its European rollout was delayed due to strict data privacy regulations. After addressing these concerns, Meta officially introduced Threads to EU users on December 14, 2023. This expansion significantly increased its user base, positioning Threads as a strong competitor to X.
In January 2025, Meta began testing ads on Threads, marking a shift toward monetization. The trial, currently running in the U.S. and Japan, features image-based ads appearing between posts in users’ feeds. Meta plans to monitor the outcomes of this trial before considering a broader rollout.
For advertisers, this presents an opportunity to reach Threads’ 300 million+ active users. Businesses can easily integrate Threads into their existing Meta ad campaigns with minimal effort via Ads Manager. This seamless approach allows brands to engage a broad audience while leveraging Meta’s powerful advertising tools.
Meta is approaching this transition cautiously, prioritizing user experience and control. Users can skip, hide, and report ads. Additionally, Meta is implementing its existing brand safety tools, including an AI-powered inventory filter, to help advertisers manage the context in which their ads appear.
What this means for us
This development means there will be extensive testing and learning before we recommend making Threads a part of media strategy. As Meta refines its ad offerings, we will closely monitor performance, user sentiment, and overall platform engagement. Ensuring brand safety remains a top priority, working closely with our Meta reps to evaluate inventory quality and suitability. Before committing significant ad spend, we will assess the platform’s effectiveness and alignment with brand objectives to ensure it delivers meaningful value for our clients here in Ireland.
Sources:
https://www.theverge.com/2025/1/24/24351141/meta-threads-ads-test
https://www.theguardian.com/technology/2023/dec/14/threads-launches-europe-meta-twitter
https://searchengineland.com/meta-launches-threads-ads-451168
