Meta Expands Ads to Threads Users Globally

04/24/2025 Social Media

Meta is broadening its advertising reach on Threads, introducing ads to users in over 30 countries. This move follows a limited test in the US and Japan that commenced in January. Before this, Threads had remained ad-free since its launch, although Meta had plans to integrate ads into the platform for months.

The expansion means a larger portion of Threads' 300 million users will now encounter advertisements. It remains to be seen whether this introduction of ads will impact the platform's user growth. Meta has not specified the exact 30 countries included in this expansion, nor has it detailed the frequency with which ads will appear in users' feeds.

Similar to the initial testing phase, ads will be interspersed within organic content, appearing between posts from friends and followed accounts. Meta is making ad space available to all eligible advertisers worldwide, ensuring users see ads from a more diverse range of companies, including local businesses.

Meta has indicated a phased approach to the rollout, suggesting that the frequency of ads on Threads may increase over time. Users should anticipate a gradual increase in the presence of advertising on the platform.

Impact on User Experience

The introduction of ads to a previously ad-free platform always raises questions about user experience. Will the ads be intrusive? Will they be relevant? These are the questions that Threads users will be asking as the rollout progresses.

Meta will need to strike a balance between monetization and maintaining a positive user experience. Too many irrelevant or intrusive ads could drive users away, while too few ads might not generate the desired revenue.

Advertisers' Perspective

For advertisers, the expansion of ads to Threads represents a significant opportunity. With 300 million users, Threads offers a large and engaged audience for brands to reach. The platform's integration with Instagram also provides advertisers with valuable targeting data.

The success of ads on Threads will depend on their effectiveness in engaging users and driving conversions. Advertisers will need to carefully craft their ads to be relevant, engaging, and non-intrusive.