Meta’s Threads app, which has been steadily carving out its space as a challenger to Twitter (now X), could soon introduce advertising as a key revenue stream. According to a recent report from The Information, a small group of advertisers may be granted early access to create and publish ads on the platform starting in January 2025.
This move aligns with earlier predictions and statements from Instagram head Adam Mosseri, who confirmed that Meta plans to monetize Threads through ads. Despite user concerns about ads in social media, Mosseri explained that for Meta to keep the platform running and free for users, advertising revenue is necessary. “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,” Mosseri stated.
Meta’s Advertising Strategy for Threads
Meta’s decision to bring ads to Threads reflects a broader trend where social media platforms rely heavily on advertising to generate revenue. In its most recent earnings report, Meta revealed that $39.8 billion of its overall $41 billion in quarterly revenue came from ads — a striking 97% of its total income. However, during the earnings call, Meta’s CFO Susan Li tempered expectations, saying that Threads is unlikely to become a “meaningful driver” of revenue in 2025. This suggests that while ads are coming, Threads may not yet be a huge revenue generator for Meta in its early stages.
What Will Ads on Threads Look Like?
As of now, Meta has not revealed exactly how ads will be integrated into Threads. However, reverse engineer Alessandro Paluzzi recently spotted references to “sponsored posts” in development, suggesting that ads may appear in a similar format to those on other Meta platforms, such as Instagram. These sponsored posts could blend into user feeds, offering advertisers a way to reach audiences while maintaining a similar browsing experience.
Meta’s spokesperson, Matthew Tye, responded to the reports by emphasizing that no ads or monetization features are currently available on Threads. While he did not provide specifics about future plans, the company’s focus remains on building value for consumers first and foremost. Despite this, the introduction of ads seems inevitable, given Meta’s emphasis on generating advertising revenue across its suite of apps.
A Safer Haven for Advertisers?
While Threads may offer a fresh alternative to X (formerly Twitter), advertisers might see it as a safer option, especially considering recent shifts on Elon Musk’s platform. According to The Financial Times, some brands that once left X due to its controversies are now planning to return to earn favor with Musk and his political connections, including President-Elect Donald Trump.
This puts Threads in an interesting position. Advertisers who are cautious about the political or content moderation issues surrounding X might turn to Meta’s new platform as a more stable and predictable option. However, it remains to be seen whether Threads can attract significant advertiser interest without the user base and engagement levels of a more established platform like X or Instagram.
Will Ads Change the Platform’s Vibe?
Despite the inevitability of ads in social media apps, many users remain wary of how monetization might affect their experience. Threads has been popular among users for its minimalist, ad-free atmosphere, which contrasts with the heavily monetized nature of platforms like X and Facebook. Whether the introduction of ads will disrupt this dynamic remains to be seen, but it is clear that Threads needs to balance monetization with user experience if it wants to remain competitive.
On the other hand, Bluesky, another rising social platform, has already made its stance clear on ads. Bluesky CEO Jay Graber has stated that she intends to avoid the pitfalls of traditional social media monetization and will not “enshittify” the platform with ads, positioning Bluesky as a potentially ad-free alternative to Twitter and Threads.
Looking Ahead
Threads’ decision to bring ads to its platform signals the beginning of a new phase for Meta’s microblogging app. While its primary aim may still be to provide a space for users to engage with short-form content, the push for monetization is hard to ignore. Advertisers are likely to watch closely as the platform grows and evolves, especially in light of growing concerns over ad content on more politically charged platforms like X.
For now, January 2025 will be a key milestone for Threads as Meta begins testing ads with a select group of advertisers. Whether these ads will drive meaningful revenue or alienate users will depend on how well Meta executes its vision of blending advertising with a user-first experience.