Meta has announced that advertisements on Threads will begin rolling out globally from next week, expanding to all markets and users. In an official post marking one year of advertising on the platform, the company said Threads ads will appear directly in users’ feeds and will be available through Meta’s Ads Manager, allowing advertisers to extend existing Facebook and Instagram campaigns to Threads.
Meta said it will deliver ads on Threads using the same buying tools and measurement infrastructure as its other platforms, including Advantage+ placements, and will support image and video formats. Meta first introduced ads on Threads in limited testing with selected advertisers and markets last year, as part of its initial monetisation strategy for the platform.
Threads launched in July 2023, as a text-based microblogging app built by the Instagram team and integrated with Instagram accounts. Since then, the platform has crossed more than 400 million monthly active users (MAUs), according to Meta. With this expansion, the global rollout positions Threads as a fully monetised product within Meta’s advertising ecosystem, alongside Facebook, Instagram, and WhatsApp.
Meta Executives On Threads
Meta’s official earnings call transcripts over the past two years include specific usage figures for Threads’ MAUs and daily active users (DAUs), as reported by CEO Mark Zuckerberg. In the Q1 FY24 call, Zuckerberg said Threads had “more than 150 million monthly actives”, describing its adoption as progressing along the expected trajectory.
By Q2 FY24, he noted that Threads was “about to hit 200 million monthly actives”, situating that figure within broader engagement metrics across Meta’s apps, including the 3.2 billion people using at least one Meta app daily. In Q3 FY24, Zuckerberg again referenced scale, reporting that Threads’ community “now has almost 275 million monthly actives” and was seeing over a million sign-ups every day.
Most recently, in the Q3 FY25 earnings call, Zuckerberg said Threads had “recently passed 150 million daily actives” and was on track to “become the leader in its category.” This came alongside overall usage metrics for Meta platforms, which included 3.5 billion daily users across Meta’s apps. Despite this growth, Threads still commands a relatively small share of daily active users compared to the rest of the Meta family.
On monetisation and positioning, Chief Financial Officer (CFO) Susan Li has provided direct commentary in official transcripts. In the Q1 FY25 earnings call, she said Meta did not “expect Threads to be a meaningful driver of overall impression or revenue growth in 2025”, while noting that ads would be gradually introduced and optimised.
In Q2 FY25, Li reiterated that ad supply on Threads remained low and was “not expected to be a meaningful contributor to overall impression growth in the near term”, though she expressed optimism about the…
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