Meta to Roll Out Video Ads on Instagram Threads

 

 

Meta has announced a major update to its latest social media platform, Instagram Threads, with the rollout of video ads aimed at expanding its social media monetization strategy. The decision, revealed during the IAB NewFronts event, marks Threads’ first significant step toward online advertising, following its launch in 2023 as Meta’s alternative to Elon Musk’s X (formerly Twitter).

In a blog post, the company said that a “small number” of advertisers will be able to test 16:9 or 1:1 creative video ads in between pieces of organic content. “We’re testing video ads on Threads so businesses can expand their reach and engage with their audience in a familiar way across multiple platforms.” However, there is still no news about the pricing or frequency of these ads.

 

In this pilot phase, a select group of advertisers will begin testing 16:9 and 1:1 video ad formats, which will be seamlessly integrated into users’ Threads feeds between organic posts. This update reflects Meta’s broader push to align Threads with its existing platforms—Instagram and Facebook—which already generate substantial revenue through Meta video ads.

While advertising on Threads is still in the early stages, Meta has not yet provided specifics on ad pricing, placement algorithms, or user targeting criteria. However, the move is seen as a clear signal that Threads is evolving from a purely engagement-based app into a monetized social media property.

With more brands investing in social media advertising, this shift is expected to attract marketers looking for new channels to engage with audiences through short-form video content. Threads, which gained rapid traction during its launch, is now being positioned as a key player in the competitive online advertising ecosystem.

The Instagram Threads update brings the platform in line with current market trends where video ads dominate digital ad spending. For Meta, integrating video advertising into Threads represents a natural progression in leveraging its expansive ad infrastructure across its family of apps. As testing continues, more advertisers and users can expect gradual enhancements aimed at making Threads a viable destination for both content and commerce.