Are ads coming to Threads in January? That’s the word according to an article from TheInformation.com.
You’ve probably seen the headline: “Meta to launch ads on Threads in early 2025”
Since the article itself is behind a paywall, it’s the headline itself that has spread across social media. But it’s misleading.
What the Article Says
The article itself says the following:
Meta Platforms plans to introduce advertisements to its text app, Threads, early next year, hoping to cash in on the app’s rapid growth, according to three people with direct knowledge of the company’s plans.
And then some much needed details (emphasis is mine)…
A team inside Instagram’s advertising division is leading the effort, which is still in the early stages, the people said. Threads is planning to kick off the effort by letting a small number of advertisers create and publish ads on the app starting in January, one of those people said.
Letting a small number of advertisers run ads sounds a whole lot like a test, not a launch. So the TEST begins in January, but there’s no indication when the new placement will actually LAUNCH to all advertisers.
Advertisers know that ads are coming to Threads eventually. It’s just a matter of when. But a January expectation feels premature.
What Meta Has Said
Meta just said this on the Q3 earnings call:
Specifically, as it pertains to monetization, we don’t expect Threads to be a meaningful driver of 2025 revenue at this time.
If Meta were making immediate plans to launch ads on Threads, the Q3 earnings call would be the precise audience that would want to hear about it. But that quote doesn’t sound like a company that’s ready to launch ads in January.
This is consistent with my theory that the story itself from TheInformation.com could be accurate while the headline itself is misleading. A test could be starting soon, which wouldn’t be unexpected. But advertisers know that tests can last months, if not longer, before a feature becomes official.
Mark Zuckerberg once mentioned getting “on a path to 1 Billion people” before monetizing.
Yes, that’s vague. Threads doesn’t technically need to reach 1 Billion users before ads arrive. But the most recent count is 275 Million. Is that “on a path” to 1 Billion?
My Theory
Rumors about ads coming to Threads aren’t new. I’ve covered these here and here and here. Eventually, it’s going to happen.
The story itself would be more interesting if there were an updated timeline on when ads would be fully launched to Threads, but that didn’t happen. Instead, any projections based on a January test would be pure speculation.
My guess is that testing is starting soon, but the full rollout will be a while. Meta’s statement on the Q3 earnings call leaves the door open for tests and a potential launch in late 2025, but my guess is that they didn’t have the confidence to make that statement.
So, sure. We may see ads in 2025. But when? We’ll see.
