Threads: Getting Ready for Ads?
Social media giant Meta appears to be gearing up to introduce advertising on its close-friends focused app, Threads. Industry sources have indicated that ad placements could roll out as early as the second half of 2024.
While specifics on how these ads will be integrated are still under wraps, discussions have reportedly centered on the launch timeframe rather than the technicalities. However, experts predict a two-pronged approach:
- Influencer marketing: A system for sponsored influencer disclosures can be expected, similar to what exists on other social media platforms.
- Traditional ad formats: Businesses will likely be able to book traditional ad placements through Meta's ad manager platform. These placements are likely to include in-feed ads, similar to those seen on Facebook and Instagram, along with placements within the trends section and potentially carousels resembling Instagram's format.
This push for ads seems to hinge on Meta's ambitious goal of attracting a billion regular users to Threads. This target was previously set as a prerequisite for introducing advertisements on the platform. However, with the current user base at 130 million as reported by Meta CEO Mark Zuckerberg in February 2024, reaching the billion mark would require significant growth – eight times faster than the app's current trajectory.
Despite the ambitious target, reaching a critical user mass seems to be more about establishing a clear audience before bombarding them with ads. Ultimately, Meta seeks to increase ad revenue by expanding its ad inventory, with Threads serving as a new platform for displaying advertisements.