Meta to begin running ads on Threads in early 2025, The Information reports

Meta Platforms is set to introduce advertising on its Threads app by early 2025, according to sources familiar with the plan, the Information reported. Threads, Meta’s social media platform launched in July 2023, was created as a direct competitor to X, formerly known as Twitter, and quickly garnered significant attention, especially as X faced user dissatisfaction after its acquisition by Elon Musk. Within months, Threads reached 275 million monthly active users, underscoring the app’s rapid growth and potential as a new advertising avenue.

Meta’s initial rollout will involve a limited number of advertisers gaining access to Threads, with an Instagram-based team spearheading the ad initiative. By January, select advertisers will be able to publish ads on the app, marking Threads’ first venture into monetization. Despite this development, Meta’s Chief Financial Officer, Susan Li, emphasized that Threads is not expected to drive substantial revenue for the company in 2025. Instead, Meta remains focused on building a high-value experience for users, with additional features planned to enhance the app in the coming year.

Meta’s decision to introduce ads comes at a pivotal time, as advertisers look for alternatives amid X’s ongoing controversies. Following Musk’s acquisition, X saw a dip in ad revenue, with some brands distancing themselves due to concerns over content moderation and brand safety. Meta’s Threads could offer a compelling platform for advertisers seeking a stable and brand-safe environment for their campaigns.

A Meta spokesperson highlighted that consumer value remains the top priority for Threads, which has, to date, avoided ads or any form of monetization. The strategy reflects Meta’s cautious approach to introducing ads without disrupting user engagement on the app. As Threads attracts advertisers from X and other platforms, Meta will likely explore further opportunities to expand its influence in the social media landscape while addressing advertiser concerns over brand safety and content alignment.

This upcoming monetization effort aligns with Meta’s broader advertising strategy, leveraging Instagram’s advertising division’s experience to ensure a smooth rollout. As Meta fine-tunes Threads for both users and advertisers, the platform could evolve into a significant component of Meta’s revenue stream and a promising option for brands looking for alternatives to X.