On January 24, Meta Platforms announced its plan to test launching ads on its social media platform Threads with select brands in the U.S. and Japan as the app surpasses 300 million monthly active users.
In the initial trial phase that began on Friday, image ads will show up in the Threads home feed, interspersed between content posts for a limited number of users, Meta disclosed in a blog post.
Meta indicated that it would closely assess the test results before expanding the initiative widely. Additionally, businesses will have the opportunity to extend their current Meta ad campaigns to Threads.
Moreover, Meta will initiate trials for an inventory filter feature for ads in Threads, powered by AI. This tool empowers advertisers to manage the suitability of the organic content adjacent to their ads.
Jasmine Enberg, principal analyst at Emarketer, commented, "The launch of Threads ads shortly after Meta's recent content moderation changes will attract attention from advertisers. However, the uncertainty surrounding TikTok is compelling brands to explore alternatives, and Meta is seizing the chance to introduce Threads into the mix."
Earlier in the month, Meta operates Facebook, Instagram, and Threads, three of the world's largest social media platforms with a combined user base exceeding 3 billion globally.
Threads was introduced in July 2023 as a competitor to Twitter, formerly known as X, aiming to attract users amid the tumultuous takeover by billionaire Elon Musk.
CFO Susan Li stated in an earnings call last October that Meta does not anticipate Threads to significantly boost revenue in 2025.
CEO Mark Zuckerberg announced on Friday the company's intention to expand its AI infrastructure this year to strengthen its competitive position against rivals like OpenAI and Google in the technology sector.