In a context where many users are looking for an alternative to X (formerly Twitter), Meta continues to develop Threads, its microblogging social network. While the platform is experiencing significant growth with 275 million monthly users, Mark Zuckerberg’s company is preparing to take a new step by introducing advertising in early 2025.
Progressive and controlled monetization
Meta takes a cautious approach to advertising deployment on Threads. The Instagram advertising team, which is leading this project which is still in its initial phase, plans to start with a limited number of advertisers from January 2025. This progressive strategy should make it possible to refine the advertising system while preserving the user experience.
Susan Li, Meta’s financial director, also tempered expectations by specifying that Threads would not be a “significant driver” of revenues for 2025. A position that contrasts with Meta’s other services, where advertising represents 98.3 % of total revenue.
Strategic timing
This announcement comes in a particular context where Threads benefits from the growing exodus of X users, unhappy with the recent directions of the platform under Elon Musk. The advertising expertise acquired with Instagram could be a major asset for Meta, which has been able to develop an advertising model on this platform that is generally well accepted by users.
For iPhone and iPad users, who represent a significant portion of social media users, this evolution of Threads could influence their choice of platform, as the social media ecosystem continues to recompose itself. We can imagine a future subscription on the model of X premium or Meta Verified with Threads sauce. Wait and see.
