Meta has announced the global expansion of ads on its Instagram Threads app, which follows months of testing in select markets, including the U.S. and Japan. The platform now aims to connect eligible advertisers with its growing user base of over 320 million monthly active users. As part of this initiative, new ad campaigns using Meta’s Advantage+ or Manual Placements will have Threads ad placement turned on by default, while advertisers using Manual Placements can choose to opt out.
Initially, ad placements will only be available in specific markets, with plans for broader rollout in the future. This expansion reflects Meta’s confidence in Threads as a viable competitor in the advertising landscape, particularly against rivals like X, previously known as Twitter. Meta claims that 75% of Threads users follow at least one business on the platform, signalling high engagement potential for advertisers.
During a recent earnings call, CEO Mark Zuckerberg projected that Threads could reach over 1 billion users in the coming years, with daily signups exceeding 1 million. Notably, Threads gained traction by leveraging Instagram’s existing user networks during onboarding, effectively serving as an extension of users’ Instagram connections.
The competitive advantage afforded by its ownership of major social networks is crucial for Meta, especially as it faces an antitrust trial from the U.S. Federal Trade Commission. This trial could ultimately result in implications for Meta, possibly requiring the sale of Instagram and WhatsApp.
To enhance Threads and attract users, Meta has incorporated ideas from other emerging social networks such as Mastodon and Bluesky. It is integrating with the ActivityPub protocol, which links Threads to the decentralised open web known as the fediverse. Although this integration is ongoing, if successful, Threads could become the largest platform within the fediverse, surpassing Mastodon’s current user base of over 8 million registered users.
In addition, Threads has adopted features inspired by Bluesky, such as custom feed creation and curated Starter Packs for new users. However, unlike Bluesky, Threads defaults users to its “For You” feed, limiting their control over moderation and personalised content preferences.
The expanding ad capabilities and new features indicate Meta’s commitment to developing Threads into a robust social platform while navigating the competitive landscape and regulatory hurdles ahead.
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