Meta Launches Video Ads on Social Threads

Threads, the social app part of the Meta group and rival of X, is experimenting with video advertising between users' posts. The company confirmed this during Iab NewFronts 2025, a marketing event held in New York. "We are testing video ads on Threads so that brands can expand their reach and engage with their audiences in a familiar way across multiple platforms," ​​reads a note shared a few hours ago by the American giant. At the beginning of this year, Threads had begun to show, initially for the United States and Japan, sponsored posts with static images. A move that aligned the commercial strategies of the platform with those of its direct rivals. Until that point, in fact, Threads was the only social app among the most used in the world without advertising. Now the next step, with the opening of ads also in video format, both in 19:9 (vertical) and 1:1 (square). To date, the test is limited, with the prediction of a wider opening soon. According to the numbers at the end of 2024, Threads had reached 300 monthly users, still behind X, which averages just over 550 million.

In parallel, Meta is also exploring new advertising frontiers for Instagram Reels, the short videos. The company revealed that it is working on a new option called "trending ads." These will be placed next to some of the most popular and viral videos on the social network, to capture the attention of users while they are using the app.