Meta is expanding its advertising footprint by introducing video ads to Instagram Threads, its microblogging platform designed to rival X (formerly Twitter). Announced at the recent IAB NewFronts an annual gathering where tech companies pitch their platforms to advertisers Meta revealed that Threads will begin testing in-feed video advertisements, marking a significant step in the platform’s monetization strategy.
According to Meta’s official blog post, a “small number” of advertisers will be part of the initial test phase. These selected advertisers will have the opportunity to showcase 16:9 or 1:1 format video ads seamlessly within users’ Threads feeds, nestled between organic content. The move aligns with Meta’s broader approach of providing a unified advertising experience across its family of apps, including Facebook and Instagram.
“We’re testing video ads on Threads so businesses can expand their reach and engage with their audience in a familiar way across multiple platforms,” the company stated. This integration could offer brands a new avenue to connect with users who are increasingly drawn to short-form content and real-time discussions.
Threads, launched in July 2023, has steadily grown as a text-centric alternative to X, focusing on community-based interaction and real-time updates. However, until now, the app has remained free of ads a rarity in Meta’s ecosystem. The introduction of video ads signals a shift towards revenue generation, mirroring the ad-supported models seen on Meta’s other platforms.
While the announcement provides a glimpse into the future of Threads, several key details remain unclear. Meta has not disclosed how frequently these ads will appear in users’ feeds or what pricing models will be employed. This lack of clarity leaves questions about user experience and advertiser ROI unanswered for now.
Still, the move is seen as a natural progression. As Threads continues to build its user base, video ads could become a powerful tool for both businesses and creators. Whether users embrace the change remains to be seen, but for Meta, it marks yet another step in turning engagement into profit.
