Meta Introduces Video Ads on Instagram Threads Feed
Meta is preparing to introduce video ads on its Twitter-like platform, Threads. This move follows a pattern seen across other Meta-owned apps like Facebook and Instagram. While Threads was launched in 2023 as a direct response to Elon Musk’s X, it has remained relatively ad-free until now.
Video Ads Begin Testing on Threads
Announced during the IAB NewFronts event, Meta revealed that a small group of advertisers will begin testing video ads on Threads. These ads will appear in either 16:9 or 1:1 formats and will be placed between organic content. According to Meta, this initiative is designed to help businesses reach wider audiences across multiple platforms in a familiar style. However, Meta has not yet disclosed details about ad pricing or how frequently users will see them.
Although this is new for Threads, it’s worth noting that video ads have been part of the ecosystem on Facebook and Instagram for years. Unsurprisingly, Threads is adopting a similar approach. The format of these ads will resemble those currently seen on X, making the user experience somewhat consistent across competing platforms.
More Features Rolling Out Alongside Ads
In addition to video advertising, Meta is launching its “Account Status” feature on Threads. This tool will alert users if their accounts are penalised. Furthermore, users will be able to see if a post has been removed, hidden, or restricted by Meta’s moderation policies. They will also have the option to appeal penalties, offering a greater degree of transparency and control.
Meta is also exploring additional monetisation strategies. Reels Trending Ads, which will deliver ads alongside popular creator content on Instagram, are currently in testing. Similarly, Facebook Reels will benefit from a new Video Expansion feature. Powered by AI, it will enhance videos by generating extra visual data to adjust aspect ratios more fluidly.
Finally, Meta shared in its recent earnings call that Threads has now surpassed 350 million monthly active users. Even more impressively, the time people spend on the app has grown by 35%. Clearly, Meta is betting big on Threads and ads are just the beginning.
