Meta to Introduce Ads on Threads in Early 2025, Eyes X's Market

Meta Platforms has revealed plans to introduce advertisements on Threads in early 2025, a move anticipated to capture the interest of advertisers seeking alternatives to X (formerly known as Twitter) amid the platform’s ongoing challenges. According to The Information, sources familiar with the matter confirmed that Meta will allow a select number of advertisers to run ads on Threads starting in January. The ad program is being spearheaded by a dedicated team within Instagram’s advertising division.

Since its launch in July 2023, Threads has quickly gained traction, now boasting 275 million monthly active users as of last month, according to Meta CEO Mark Zuckerberg. Originally developed to provide a social media alternative to X after Elon Musk’s takeover of the platform, Threads has drawn significant user engagement and media attention. Now, with plans for limited advertising, Meta aims to position Threads as a viable space for brands looking to broaden their social media outreach.

With X facing legal disputes and advertiser pullbacks under Musk’s leadership, Threads’ new ad features could appeal to advertisers looking for stability. Recently, X filed an antitrust lawsuit against the World Federation of Advertisers and several major corporations, including Mars and CVS Health, alleging illegal coordination in a boycott that resulted in substantial revenue losses. X’s legal and operational shifts have led some advertisers to explore alternative platforms, and Threads could fill that gap with the planned ad rollout.

However, Meta’s CFO Susan Li cautioned that the ads on Threads may not yield significant revenue in 2025. In a post-earnings call this October, she explained that Threads is still evolving, with new features planned for release to enhance user experience. “Our priority is to build consumer value first and foremost,” stated a Meta spokesperson. As a result, Threads has no ads or monetization features at present, emphasizing Meta’s commitment to creating a valuable space for users before introducing ads.

The introduction of ads on Threads signals Meta’s strategy to bring additional value to advertisers, particularly in a landscape where major social media platforms are facing competitive challenges. Meta’s new ad strategy for Threads reflects a careful balance between maintaining user engagement and opening up revenue channels as the platform matures.

Given the current landscape, Threads’ entry into the advertising space could provide a fresh avenue for marketers amid X’s shifting dynamics. Whether Threads can capture a portion of X’s advertiser base remains to be seen, but the timing could work to Meta’s advantage. By waiting to roll out ads until early 2025, Meta allows Threads additional time to grow and integrate new features that may further increase its appeal.

In the face of X’s legal troubles and uncertain advertiser relationships, Meta’s careful timing with ad introduction on Threads positions it to meet an emerging need for reliable ad spaces on social media. For advertisers, the growing uncertainty surrounding X makes Meta’s Threads an appealing alternative that promises to prioritize a balanced user-focused environment and ad experience.