Meta Platforms is expanding advertising on its Threads platform to all users worldwide, beginning next week. The rollout will be gradual, with the company anticipating completion over several months.
The move comes as Threads, positioned as a rival to X, has reached over 400 million monthly active users. CEO Mark Zuckerberg has repeatedly highlighted the app's potential, suggesting to investors that Threads could reach 1 billion users within a few years. The platform experienced rapid growth since its launch in July 2023, reaching 200 million users by mid-2024, 320 million by January 2025, and then 350 million by April 2025.
The introduction of advertising across the platform signals Meta's intent to monetize Threads' growing user base. Meta has been testing ads on Threads for a year, initially in the U.S. and Japan. In April, the platform opened up to global advertisers. The company is streamlining the process for existing advertisers by allowing them to automatically extend their campaigns to Threads through Meta's Advantage program and manual campaign setups. Supported ad formats include image and video ads.
This expansion is a strategic move by Meta to capitalize on the increasing popularity of Threads and establish it as a significant revenue stream. By leveraging its existing advertising infrastructure, Meta aims to seamlessly integrate Threads into its broader advertising ecosystem, offering advertisers a wider reach and potentially increasing overall ad revenue. The success of this rollout will be closely watched by industry analysts, as it could influence Meta's future investment in and development of Threads.
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