Photo by Azamat E on Unsplash.
Meta's microblogging app Threads is starting a "limited" test of ads on the platform.
Businesses will be able to extend their existing Meta ad campaigns to Threads, without the need for bespoke creative, by checking a box in the company's Ads Manager product.
The ads will be images that appear between pieces of content in the Threads home feed for a "small percentage" of people.
Meta is also testing its inventory filter for ads in Threads, a brand suitability control that's already available for Facebook and Instagram Feed and Reels. Enabled through AI, inventory filter allows advertisers to control the sensitivity level of the organic content their ads appear next to.
Launched just under 18 months ago as a direct competitor to X (formerly known as Twitter), Meta has said that there are now over 300 million monthly active users on the app and three out of four people there follow at least one business.
The tech company said that it wouldn't be offering advertising on Threads in the first year of operation in order to build the user experience first.
Agencies who spoke to AdNews one year into the app's existence said that while some saw use cases for creators and influencers, others were "underwhelmed" and weren't using it, either personally or with clients.
“We’re all still trying to figure out how Threads works and the experience of Threads does not captivate one to want to create content," said one media agency's performance manager.
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