Threads has officially begun displaying ads on its platform after several months of testing. Meta, the parent company, announced that ads have been active in selected countries since mid May 2025. This marks a new chapter for Threads, which is determined to compete with X as a global conversation platform.
According to Meta, advertisers already running campaigns on Facebook and Instagram can seamlessly expand their placements to Threads. This is possible because Threads accounts are linked with Instagram accounts, making the integration process easier. Ad placement options are available through Ads Manager with Advantage+ or manual placements.
Ad Formats on Threads
Ads on Threads appear in the feed, blending with organic content. The supported format is single image ads with aspect ratios ranging from 16:9 to 9:16. If the size exceeds the limits, the system automatically crops the image. In addition, Meta has also started testing video ads. These videos appear between user posts and carry a “Sponsored” label for clear identification.
When users click on a video ad, it opens in full screen mode. This feature provides a more immersive experience for audiences and gives brands a greater chance to deliver their campaign message. Meta confirmed that the video ad test is ongoing and will gradually expand.
Advertiser and User Controls
Advertisers retain full control over their placements. Through Ads Manager, they can opt out of Threads placements if the platform does not fit their target audience. Meta also offers inventory filters that allow advertisers to adjust content sensitivity, ensuring ads do not appear next to potentially risky material.
Meanwhile, Threads users still have the right to manage their ad experience. They can hide specific ads, report them, or adjust personalization preferences through account settings. Meta emphasizes that transparency and user comfort remain a priority even as monetization expands.
Impact and Business Potential
The arrival of ads on Threads brings significant implications for the social media ecosystem. On one hand, this step opens new opportunities for brands to reach wider audiences, particularly as Threads’ user base continues to grow. With a relatively fresh community, ad visibility is expected to be higher compared to older platforms with saturated feeds.
Challenges remain, however. Comment moderation on Threads is not yet as robust as on Facebook or Instagram. This could pose risks for advertisers if user interactions spiral out of control. Moreover, overly intrusive ads could diminish the user experience and trigger resistance.
Several analysts view Meta’s strategy as aggressive. After struggling to sustain Threads’ early growth momentum, ads are expected to provide a new revenue stream. The company aims to replicate Instagram’s success, which grew into a multi billion dollar ad business.
Threads now stands at a critical crossroads. The platform is striving to balance monetization with maintaining a positive user experience. If audiences accept its ad strategy, Threads could emerge as one of Meta’s key revenue drivers in the near future.
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