As Meta's new Twitter-like app, Threads, continues to gain
traction, the company is quietly working behind the scenes to prepare for the
inevitable introduction of advertising on the platform. Although Meta initially
stated that it would hold off on Threads ads until the app reached "a
clear path to a billion users," recent developments suggest that the
groundwork for monetization is already being laid.
App researcher Alessandro Paluzzi recently shared an example
of how promoted posts might look within the Threads app. The example showcases
a "Sponsored" marker placed next to the username, clearly indicating
that the post is an advertisement. These sponsored posts would then be promoted
to relevant users within their Threads feed.
Despite the discovery of these potential ad formats, Meta
has clarified that it is not currently live testing ads on Threads. A
spokesperson from the company stated that while the Threads team is exploring
the back-end processes necessary to eventually support advertising, there is
"no immediate timeline for monetization."
This suggests that while elements are being added to the
app's back-end code, the launch of Threads ads is not imminent. However, it is
clear that Meta is taking steps to ensure that the infrastructure is in place
for when the time comes to introduce advertising on the platform.
Given the prominence of advertising on other social media
platforms, it is widely expected that Threads will eventually incorporate ads
into its user experience. As the app continues to grow, with over 200 million
users already onboard, the potential for monetization becomes increasingly
attractive for Meta.
While some users may be concerned about the impact of ads on
their Threads experience, it is likely that most will simply scroll past
sponsored posts, as they do on other apps. The introduction of ads is unlikely
to significantly hinder Threads' growth momentum, especially as more
communities migrate from X (formerly Twitter) to the new platform.
The exact timeline for the launch of Threads ads remains
unclear. Some speculate that Meta may choose to introduce advertising ahead of
the holiday season to drive additional income, while others believe the company
will wait until Threads reaches a more significant user milestone, such as 500
million users.
However, given Threads' current growth trajectory and the
compounding effect of communities migrating from X, it is possible that Meta
may not be able to hold out for another year before bringing ads to the
platform.
As Threads continues to evolve and potentially introduces
advertising, businesses and individuals looking to maximize their presence on
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