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This photo illustration created in Washington, D.C., on July 6, 2023, shows the logo for Threads, an Instagram app, reflected on its opening page.
Stefani Reynolds | AFP | Getty Images
Meta has officially expanded its Threads microblogging platform to include all advertisers, a significant step in its growth strategy. In a recent blog post, the tech giant announced that “eligible advertisers globally” can now participate in the advertising opportunities on Threads, transitioning from the limited initial testing phase that began earlier this year with select companies in the U.S. and Japan.
Businesses utilizing Threads for advertising will have access to Meta’s inventory filter, a tool designed to help ensure that their ads do not appear alongside content deemed offensive. Meta explained that ads will launch in specific markets initially, with plans to broaden availability as they continue to gather data and insights.
The introduction of advertising on Threads signifies Meta’s effort to monetize the service, which is designed to resemble features found on Twitter. Launched in July 2023, the platform has been positioned as a competitor in the microblogging space, aiming to capture user engagement similar to that of its rivals.
During a call with analysts in January, Meta’s Chief Financial Officer, Susan Li, indicated that the rollout of ads on Threads would be gradual. She cautioned that the impact on overall revenue and impression growth would not be substantial in the immediate future, particularly as the company approaches 2025.
Market analysts have expressed optimism regarding Threads’ potential as a lucrative revenue stream for Meta, drawing comparisons to Twitter’s prior financial performance before it was acquired by Elon Musk in 2022. Analysts noted that Twitter generated approximately $5 billion in annual revenue in 2021, highlighting the potential financial upside for Threads.
According to Meta CEO Mark Zuckerberg, Threads has indeed gained significant traction, boasting over 320 million active users each month and seeing upwards of 1 million new sign-ups daily. Zuckerberg expressed confidence in Threads’ ability to evolve into a leading platform for discussions, setting ambitious targets that could see its user base reach 1 billion in the coming years.
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