META will start an advertising test with a thread to monetize the X competitions released in 2023. Advertising rollout reassure advertisers with AI tools for advertising safety measures and advertising arrangements, in Tactoku’s issues and advertisers’ concerns about X.Meta.
Meta announced on Friday that he has begun to test advertisements on threads. This is the first attempt to generate profits from X/Twitter competitors since launching the platform in 2023.
The first test is deployed to a small number of users in the United States and Japan, where the advertisement is displayed as an image post in the user’s feed. The advertiser states that the advertiser can extend the existing meta campaign to the thread simply by checking the box.
“Before scaling this test widespread, we will monitor this test carefully. The goal is to make the ad to a thread as interesting as organic content,” said Adam Mosseri, who led the thread. I posted it on the platform.
According to META, the company says that Threads are currently used by 300 million active users each month, and three out of four thread users are following at least one business account.
The timing of the advertising rollout looks strategic because the social media landscape is turbulent. Push advertisements to meta threads have continued the alertness of the advertisers around X under the ownership of Elon Musk, following the recent turmoil in Tactoku, which is facing the potential restrictions of the United States. Masu.
Meta executives have been spending to advertisers in recent weeks on the decision of the company to alleviate the content modern policy and end the third party fact confirmation program.
Nicola Mendelsone, the global business officer of the meta in the World Economic Forum held this week, is also the transition to what CEO’s Mark Zuckerberg has called for “free expression”. He told the business insider that the brand’s safety commitment has not changed.
“As most of META do in the market, the timing is all,” Ted Harrison, a former director of Twitter/X and founder of Neuemotion, told BI.
“Meta may be investing in many other fields, but at this time this movement is a clear capital of the core business in the signal that viewers and advertisers want to find a house from X. It is.
Meta stated that it implemented brand safety measures to attract advertisers who could hesitate the content of the platform. One of the company’s brand safety measures includes AI -equipped tools that can control content in which advertisers are displayed. Meta stated that in the coming months, the advertising verification tools and language support of the third -party advertising tools will be expanded in the coming months to gradually expand advertising programs based on the initial test results.
“One of the biggest advantages of META on the platform of a standalone with similar content and advertisement is that advertisers can program them on the entire metal ecosystem based on real -time efficiency,” The marketing company told BI. “When the meta first deploys the reel, it is a method that most advertisers can buy inventory and make them easier.”
However, meta executives have relieved their expectations in the past.
In the company’s third quarter of 2024 revenue calls, Susan Lee, the highest finance manager, told analysts that the company was “happy,” but the company said, “Threads are in 2025.” I didn’t think it would be a meaningful driver. “
Baruch Labunski, the founder and CEO of Digital Marketing Agency Rank Secure, told BI that it is an important differentiation factor in X thread.
“The thread -based thread has partially grown from something that escapes from X after the acquisition of Musk,” Lavusky said. “We need to focus on creating wonderful ads to compete.”
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