Meta, the company owned by Mark Zuckerberg, has started testing advertisements on Threads, its alternative platform to Elon Musk’s X. This was announced on Friday by an executive from the company.
Threads was launched in 2023, eight months after Elon Musk took over X (formerly known as Twitter). At the time, X was undergoing significant changes, including the introduction of paid subscriptions and a reduction in content moderation. These changes caused dissatisfaction among many users and advertisers, prompting them to leave the platform. Threads entered the scene as a competitor during this turbulent period.
Meta’s decision to introduce ads on Threads does not come as a surprise. The company earns most of its revenue from advertising on its free-to-use platforms like Facebook and Instagram. Adam Mosseri, who oversees Instagram and Threads, confirmed the news. He explained that the company is running a small test with a select number of brands in the United States and Japan. Mosseri assured that Meta will closely analyze user feedback to ensure that the ads shown on Threads are relevant and engaging for its audience.
This development takes place at a time when Meta is already facing significant criticism. Recently, CEO Mark Zuckerberg made the controversial decision to end the company’s fact-checking program in the United States. This program had been an important tool in combating online misinformation. At the same time, Meta also eased its content moderation rules, allowing more controversial speech on its platforms. This shift in policy has been compared to Elon Musk’s similar approach at X.
Critics argue that these changes were designed to appeal to conservative audiences, particularly supporters of former President Donald Trump, who have often criticized third-party fact-checking as biased and restrictive of free speech.
The introduction of ads on Threads shortly after these content moderation changes is expected to raise questions among advertisers. Jasmine Enberg, an analyst at Emarketer, noted that users are already skeptical of Meta’s practices. She predicted that the addition of ads on Threads could lead to negative reactions from both users and advertisers concerned about the platform’s direction.
