Meta is officially expanding its advertising strategy on Threads, confirming that it will begin testing video ads on the platform. Announced Thursday during the IAB NewFronts, this move signals a major shift in the app’s monetization model, aligning its interface more closely with competitors like X.
Testing New Ad Formats
Meta revealed that a select group of advertisers will participate in the initial pilot. These ads will feature 1:1 or 9:16 video formats, designed to appear seamlessly between organic posts within the user feed. While the company has confirmed the test, it has yet to release specific details regarding ad frequency or pricing structures for these placements.
Strategic Growth and User Engagement
The introduction of video advertising arrives as Threads hits a significant milestone of over 350 million monthly active users. During Meta’s April earnings call, CEO Mark Zuckerberg noted a 35% surge in time spent on the platform, attributing the growth to enhanced recommendation algorithms that keep users engaged longer.
Expanding the Meta Ad Ecosystem
Beyond Threads, Meta is rolling out several other advertising updates, including:
- Reels Trending Ads: A new solution allowing advertisers to place content alongside trending Reels.
- Creator Marketplace Enhancements: New testing for a “Trends” feature and an API update to help brands scale connections with high-quality creators.
- Video Expansion for Facebook Reels: A tool that generates new pixels to adjust video aspect ratios, creating a more native viewing experience.
The move places Meta in direct competition with platforms like TikTok, which recently expanded its own “Pulse Suite.” TikTok’s offering allows brands to align their ads with trending categories, cultural events, and high-performing content from major publishers, keeping the pressure on Meta to provide equally compelling options for global advertisers.