Ads are coming to Threads as Meta moves to monetize the App
The initial phase will reportedly be limited, with only a small number of advertisers getting the chance to try out the platform’s ad space
Since its launch, Threads has focused on building a loyal user base, carving out a corner of the social media world for people looking for something different from X (formerly Twitter), with unprecedented success.
Emmanuel Oyedeji
Now, with a surge of new users recently hitting a milestone of 275 million monthly users, Meta is seeing this as a perfect opportunity to start monetizing the platform.
Rumour has it that Threads will begin introducing ads as soon as January 2025. According to The Information, Meta plans to start with a small group of advertisers to experiment with what works before potentially expanding ads across the platform. For Threads users, this would mean a noticeable change to what’s so far been a quiet, ad-free experience.
Companies are certainly active on Threads, using the space to promote their brands naturally. But the platform’s lack of traditional sponsored content makes it stand out—a distinction that could soon shift as Meta moves closer to monetizing the app.
It’s not entirely surprising—Meta is a business, after all, and every social media platform eventually seeks profitability. As Instagram head Adam Mosseri confirmed in September, ads are definitely in Threads' future. “I get why people have concerns,” Mosseri acknowledged, “but at the end of the day, we’re a business, and Threads needs to make enough money to pay for the people and servers that it takes to run the service and provide it to people for free.”
Meta’s Q3 earnings report highlights the importance of ads to its business, with ad revenue bringing in $39.8 billion in just three months, or 97% of Meta’s total income. Although Meta’s CFO, Susan Li, says Threads likely won’t be a meaningful revenue driver in 2025, opening up ad space is an essential first step.
Emmanuel Oyedeji
But will Threads’ ad experiment pay off, especially as X appears to be regaining ground? Some reports suggest that advertisers are showing renewed interest in X, aiming to align with Elon Musk’s influence and the anticipated return of President-Elect Donald Trump.
This means, Threads may face an uphill battle in attracting ad dollars, as X repositions itself with advertisers. But, if Threads can set itself apart from X’s fast-paced, ad-heavy feed, it may be able to draw in brands seeking a more stable, user-friendly environment.
For Threads users, January could mark the beginning of a new experience. The ad-free oasis might soon have sponsored content, changing the vibe of the platform. It’s a shift most saw coming, but it still represents a pivotal moment for Threads as it steps into the world of digital advertising.
