Meta is officially entering the next phase of monetisation on its text-based social platform Threads. Starting this week, advertisers around the world will begin to see a new opportunity unfold as Meta rolls out ads globally on the Threads feed. With more than 300 million monthly active users, Threads now represents a serious contender in the ever-evolving digital advertising landscape, potentially rivalling platforms like X (formerly Twitter).
The shift from testing to full-scale ad placement comes after months of internal development and selective pilot programs, which began as early as January this year. This move not only reinforces Meta’s confidence in Threads as a viable product but also reflects the company’s intent to diversify its ad inventory and revenue streams by leveraging existing infrastructure and targeting technology.
Threads: From Launch to Monetisation
Launched in July 2023 as a direct response to instability on Twitter, Threads was designed to provide a safe, text-centric environment for conversations online. At the time, Meta leaned into the idea of simplicity, with Instagram-based sign-ins, no trending topics, and a strong push to cultivate healthier discourse. The app saw massive initial adoption, with millions of downloads in just the first few days. While growth plateaued briefly, it has since rebounded, with Meta recently confirming that the platform now boasts over 300 million monthly active users.
With a user base of this size and an interface that closely resembles Twitter’s, it was inevitable that Meta would begin to introduce ads. As Adam Mosseri, Head of Instagram and Threads, candidly stated, “At the end of the day we’re a business and Threads needs to make enough money to pay for the people and servers that it takes to run the service and provide it to people for free.”
What the Global Rollout Looks Like
Meta’s official rollout of ads on Threads starts with a feed-based model where ads will appear between organic content. These placements will be image-based, seamlessly blending into the scrolling experience that users are already accustomed to across Meta’s suite of products. The ads will be clearly labeled with a gray “Sponsored” tag, making them distinguishable from organic posts but not jarring in the visual experience.
Advertisers using Meta’s Advantage+ ad campaigns or manual placements will now find Threads automatically included as a default placement. For those who prefer to opt out, manual settings will allow for exclusion. This automatic integration means that advertisers who are already using Meta’s tools to run ads on Instagram or Facebook can now target Threads users with little to no added effort.
Matthew Tye, a Meta spokesperson, explained that this rollout will occur in phases across more than 30 countries, including major advertising markets like the United States. This staggered approach ensures that Meta can monitor performance, user feedback, and any technical issues in real-time while scaling up operations.
Why This Matters for Marketers
For marketers, Threads represents a compelling new channel. While many social platforms are leaning heavily into video and short-form content, Threads caters to users who still value text-based interaction. These users may include audiences who migrated away from X or are looking for a different kind of engagement.
Because Threads is integrated into Meta’s advertising ecosystem, marketers get immediate access to Meta’s advanced targeting capabilities. This includes demographic, behavioural, and interest-based targeting that has made Facebook and Instagram advertising so effective. Importantly, this integration removes a common barrier associated with new platform adoption: learning an entirely new ad system. Instead, marketers can add Threads as another touchpoint in an already familiar environment.
Early tests have been promising. Big brands like Wendy’s and media group GroupM were among the initial testers. Wendy’s VP of Integrated Marketing, Russ Mischner, stated that Threads provides a unique opportunity to “build community and bring our brand persona to life.”
GroupM also confirmed that early insights from Threads ad testing have informed their media investment strategies, suggesting that even at this early stage, Threads has the potential to impact broader marketing plans.
Brand Safety and User Experience
One key concern that advertisers often have with newer platforms, especially those focused on user-generated text, is brand safety. Meta seems to have anticipated this. According to reports from Adweek and The Verge, Threads will implement the same brand safety controls used across the Meta ecosystem.
These controls include inventory filters, content-based exclusions, and tools that let advertisers opt out of specific placements. For advertisers who have watched X descend into chaotic moderation and inconsistent standards, Threads could feel like a safer, more predictable environment. That alone could make it an attractive option.
Meta also emphasises that people come to their platforms for personalised, curated experiences that connect them to content and businesses they care about. Ads, according to Meta, are an “essential part” of enabling this experience. In Threads, the goal is to make advertising feel native and non-disruptive, similar to how promoted content has evolved on Instagram and Facebook.
Competitive Implications
Threads isn’t just another app; it’s Meta’s strategic play to capture users and advertisers drifting from X. Since Elon Musk’s takeover of Twitter, the platform has seen a series of controversial decisions that have alienated users and brands alike. Threads positions itself as a calm, well-moderated, and tightly integrated alternative.
While it’s still too early to say whether Threads will fully replace X for advertisers, the momentum is undeniable. The fact that major brands are already experimenting with ad formats and seeing positive results suggests that the appetite is there. As more brands come on board and as Meta refines its offerings, Threads could become a primary channel in the social media ad mix.
The Road Ahead
Looking forward, the Threads advertising rollout will likely evolve in several directions. We can expect new ad formats, including video and carousel posts, to be introduced over time. Interactive elements like polls or embedded links could also make their way into Threads ads as Meta gathers data on what resonates most with users.
There’s also the broader question of user sentiment. When Threads launched, many users appreciated the lack of ads and the more organic feel of the platform. The introduction of advertisements may prompt some backlash, especially if the ads become too frequent or intrusive. Meta will need to balance monetisation with user experience to avoid alienating its growing audience.
At the same time, the ads themselves represent a crucial revenue stream. Meta’s financial health is still heavily reliant on advertising, and Threads is now part of that ecosystem. As Meta looks to stabilise and expand beyond Facebook and Instagram, Threads offers a relatively clean slate with a fast-growing audience.
Final Thoughts
The global rollout of ads on Threads marks a turning point for both Meta and the digital advertising industry. For Meta, it solidifies Threads as a core product worthy of serious investment. For advertisers, it opens the door to a new audience that is already embedded in Meta’s highly effective ad network.
Whether Threads will reach the advertising heights of Facebook and Instagram remains to be seen. But with 300 million monthly users and deep integration with Meta’s tools, it has the foundation in place. As the platform continues to mature, brands that get in early and experiment thoughtfully may find themselves ahead of the curve.
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By Manesh Ram, Digital Marketing Specialist. Please follow @maneshram & Meta
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