Meta launches advertising on Threads 

Launched in July 2023 by the Meta group, Threads quickly made a name for itself among the most popular social networks. Proof of this is that the platform reached 100 million users just four days and six hours after its launch. Today, it has 320 million monthly active users. This success had not yet been monetised… until April 2025, when Mark Zuckerberg rolled out advertising on Threads on a global scale. Here’s a closer look. 

The launch of advertising on Threads – For whom? How? When? 

After testing advertisements on Threads in the United States and Japan, the Meta group is rolling them out worldwide. However, this is only for advertisers who are eligible via Ads Manager. 

Please note that this global rollout will be gradual. Advertisements on Threads will initially be launched in target markets before being extended to the rest of the world. At present, this concerns around thirty countries, not including the United Kingdom. 

But when will we be able to enjoy advertising on Threads? It will all depend on the financial success of the operation and the reactions of advertisers. And yes, at the moment, the economic climate is uncertain, to say the least. Not to mention increased competition. This explains why Mark Zuckerberg is taking precautions regarding the more global expansion of this new opportunity. 

In terms of format, the advertisements are still in their infancy. At present, they are simply static horizontal banners.

Furthermore, advertisements are still linked to Instagram campaigns. It is more of a group placement system than a 100% independent advertisement. Nevertheless, this is still sufficient to generate revenue. Above all, it is highly likely that the format will evolve as the platform continues to grow in popularity. 

Regardless of the planned schedule and format, the message is clear: Threads is no longer a supplementary network that complements Instagram. It is an additional advertising product that promises to generate significant revenue for the Meta group. 

Why is Meta launching advertising on Threads?

The search for new advertising revenue 

The announcement of the advertising launch on Threads comes just after Meta’s Q1 financial results were published. This timing is intended to send a positive signal to investors: Meta continues to grow and is seeking new drivers of growth. 

This makes sense, as the group already derives most of its revenue from advertising campaigns. The addition of a new platform therefore demonstrates a desire to diversify and reduce risk. This is particularly important given the ongoing economic uncertainty (especially with regard to China). If Meta loses this market, it is in Mark Zuckerberg’s best interests to consolidate his revenue streams. 

Competition at X 

Since its launch in July 2023, Threads has presented itself as an alternative to X (particularly in light of the social network’s decline following its takeover by Elon Musk). It is this positioning that has contributed to its success. Meta’s new platform has attracted many former Twitter users. 

And Mark Zuckerberg intends to continue attracting those who are fleeing Elon Musk’s media platform. But this time, it’s not so much about attracting users as it is about attracting advertisers. Since 2022 and Twitter’s transformation into X, the social network has lost its appeal for image-conscious brands. Misinformation, overt racism and hate speech were already contributing to X’s poor reputation. Add to that the billionaire’s involvement in politics, and the platform’s controversial image is only reinforced. 

This is precisely where Meta has a card to play. By attracting fleeing advertisers, Threads can generate huge profits for the group. 

Even though advertising on Threads has not yet been launched in France, it should not be long now. So you might as well prepare for it today by strengthening your presence on this medium. Do not hesitate to contact our social Ads agency to optimise your advertising campaigns.