Advertising on Threads Discover how Meta is revolutionizing its latest social network to compete with X and TikTok. A strategy that could change everything.
Since its launch in 2023, Threads has quickly established itself as one of the main competitors of X (formerly Twitter). Driven by the Meta ecosystem, this social network has attracted millions of users looking for a more stable and better moderated alternative. But today, a major turning point is looming: the arrival of advertising on Threads.
With this new strategy, Meta not only wants to monetize its latest product, but also attract advertisers looking for alternatives to the turbulence of X and the uncertainty surrounding TikTok. A decision that could change everything… but at what cost? Will Threads manage to remain attractive to its users while integrating ads? And above all, will Meta succeed in making Threads a new marketing goldmine?
Ads on Threads: Meta Takes Action
Tech giant Meta, known for its iconic platforms like Facebook and Instagram, is continuing its expansion with Threads, a social network launching in 2023 to compete with X (formerly Twitter). Now, the company is exploring an expected but strategic area: ads on Threads. This move, while predictable, raises many questions about the future of social networks and Threads' place in the digital ecosystem.
Adam Mosseri, head of Instagram and Threads, recently announced that Meta is testing ads on Threads with a handful of brands in the US and Japan. The experiment, which is still small, is designed to gather user feedback to ensure the ads are relevant and integrated into theuser experience. But why is this launch so strategic, and what impacts could it have on the competition, notably X and TikTok?
Why Ads on Threads Aren't Surprising
Ads on Threads are part of Meta’s well-established strategy. For years, the company has generated most of its revenue from ads on its free platforms. This new step brings Threads into line with the company’s other social networks, while also boosting its revenue potential.
With an estimated 300 million monthly users, Threads represents a golden opportunity for Meta to diversify its advertising offering. However, some observers point out that this figure is inflated by automatic connections via Instagram, making real engagement more difficult to measure.
Threads: a new asset against X and TikTok
By introducing ads on Threads, Meta is also seeking to capitalize on the crisis of trust affecting X. Since its acquisition by Elon Musk, X saw a drastic reduction in content moderation and an increase in controversial speech, which prompted many advertisers to turn to alternatives. Threads, with its initial "safer" and more moderate positioning, presented itself as an ideal solution.
However, Meta's recent tweaks, including relaxing its own moderation rules, could make Threads less attractive to some brands. The move is likely to spark "backlash" from users and advertisers, according to Jasmine Enberg, an analyst at Emarketer.
The TikTok challenge: Meta wants to leave nothing to chance
The arrival of ads on Threads comes at a particular time for TikTok, Meta’s other major rival. In January 2024, the United States passed a law banning TikTok, a move that could pave the way for new spaces for platforms like Threads. While that ban has been temporarily suspended by the current administration, the uncertainty surrounding TikTok is prompting advertisers to explore other options.
Meta intends to seize this opportunity. With Threads, the company can offer an alternative advertising space that leverages integration with Instagram, thus strengthening the synergy between its various platforms.
What are the challenges for advertising on Threads?
Despite its potential, Threads is not immune to challenges. Distrust of Meta remains high, especially after the end of the fact-checking program in the United States and the controversies related to the management of personal data. In addition, the integration of advertising on Threads could be perceived by some as a loss of the initial authenticity of the platform.
Another major hurdle is competition. While Threads saw rapid growth at launch, its actual engagement appears to be lower than that of X or TikTok. To succeed, Meta will need to not only woo advertisers but also convince users that ads on Threads add value to their experience.
A turning point for social networks?
The arrival of ads on Threads could mark a turning point in the way social networks evolve. By combining Meta’s massive reach with the appeal of a growing platform, Threads is positioning itself as a major player in the digital landscape. But this ambition will need to be accompanied by a carefully calibrated advertising strategy to avoid the pitfalls encountered by its competitors.
As testing continues in the US and Japan, the future of Threads ads will depend on how well they are received by users and how well they stand out in a crowded market. One thing is for sure: Meta is willing to do anything to strengthen its dominance, and Threads could be its next big thing.
Our opinion
Introducing ads to Threads is a logical but risky step for Meta. If executed correctly, it could make Threads a formidable competitor to X and TikTok. However, Meta will need to find the right balance between profitability and user satisfaction to avoid repeating the mistakes of the past. Regardless, Threads’ next evolutions will be ones to watch closely, as they could redefine the future of social media.