Meta is planning to introduce ads on Threads in early 2025. Which marks a shift from its earlier strategy of avoiding monetization in the platform’s initial stages. Despite the app’s rapid growth—reaching 200 million monthly users. Meta is now focusing on leveraging this audience for revenue generation.
This shift in strategy comes after the platform’s rapid growth, reaching 200 million users by August 2024. A milestone that CEO Mark Zuckerberg celebrated, referring to Threads as the company’s next potential billion-user service. The introduction of ads is seen as a way for Meta to capitalize on this growth sooner than originally planned. While executives had indicated that monetization would be a multi-year effort, the decision to speed up the process signals Meta’s eagerness to start generating revenue from the platform.
This move will allow Meta to leverage its vast user base more quickly and implement targeted ad strategies.
Threads, Meta’s response to Twitter (now X), was launched in July 2023 as a direct competitor. This was during Twitter’s tumultuous period following its takeover by Elon Musk. The app rapidly gained traction, reaching 275 million monthly active users by late 2024, as reported by Meta CEO Mark Zuckerberg. This growth reflects Threads’ success in attracting users, largely fueled by Meta’s extensive social media ecosystem.
Threads is seen as Meta’s attempt to offer an alternative to microblogging services. It’s driven with hopes of tapping into the gaps left by Twitter’s changing policies and user experience. With its quick success, Meta is now accelerating efforts to monetize the platform. This move aims to capitalize on Threads’ rapidly growing user base.
Threads is set to allow a select group of advertisers to create and publish ads starting in January 2025, according to recent reports. The initiative will be led by a team within Instagram’s advertising division.
Despite these early monetization efforts, Meta’s CFO, Susan Li, has stated that Threads is not expected to be a “meaningful driver of 2025 revenue.” This suggests that while Meta is moving ahead with ads, it anticipates that the platform will contribute more significantly to its overall revenue growth in the following years.
In addition, Meta plans to introduce more features to enhance the user experience and engagement on Threads.
