The year 2025 will mark a turning point for Threads, Meta’s platform, with the long-awaited introduction of advertising. This development, announced by Adam Mosseri, is designed to ensure that the service remains free, while aligning itself with Meta’s proven business model, already applied on Facebook and Instagram.
What does this mean for users and businesses? How does Meta intend to preserve the user experience while integrating these new ads? Discover the stakes and prospects of this transformation in our full article!
Ads on Threads: an inevitable evolution
The introduction of ads on Threads by Meta from January 2025 is an expected step. Adam Mosseri, director of Instagram, has stressed the need to monetize the platform to cover operational costs and keep it free of charge. This strategy is essential to ensure the sustainability of the service.
Meta is already successfully applying this ad-based business model on Facebook and Instagram. Threads users should therefore be prepared to see sponsored content a logical evolution to support the platform’s ongoing development.
Advertising on Threads! 💰
According to media outlet The Information, ads could make their appearance as early as January, reserved for a limited number of advertisers at first. pic.twitter.com/IwE6Y2ohvr
– BDM (@BlogModerateur) November 14, 2024
Progressive launch of Threads advertising
Meta plans to introduce ads on Threads gradually, starting with a select group of advertisers. This approach will make it possible to test the integration and evaluate the impact on the user experience. The aim is to minimize disruption while optimizing monetization.
Several major companies have already expressed interest in taking part in this launch program. These initial tests will be crucial in defining effective, non-intrusive advertising standards, ensuring that ads remain relevant and respectful user experience on Threads.
A competitive context exacerbated by X
Since Elon Musk’s acquisition of Twitter, renamed X, a wave of users has migrated to alternative platforms such as Threads. Attracted by the absence of ads and a healthier environment, these users have contributed to the rapid growth of Threads which now boasts 275 million monthly users.
However, the announcement of the introduction of advertisements prompted varied reactions. Some users feel betrayed by this change, while others understand the economic necessity behind this decision. Meta will have to balance ad integration to maintain Threads’ attractiveness.
