On Thursday, Meta Platforms announced more thrilling developments on Instagram Threads. The app announced it would begin letting select users run video ads in their feeds, a move aimed at enhancing its ad offerings. This move is a huge step forward for Threads. Since launching earlier this year, the platform has grown to more than 350 million monthly active users in record time.
The upcoming test will feature video ad creatives in both 19:9 and 1:1 formats, strategically placed between organic content in users’ Threads feeds. Only a limited number of advertisers will be able to participate in this very first testing phase. This is an exciting extension of Threads’ advertising efforts, which started last month when ads were made available to global advertisers.
As Meta seeks to refine Threads’ market presence, the introduction of video ads aligns the platform more closely with its competitor, X. This expansion is in an effort to boost engagement even further by giving advertisers a variety of dynamic content options to boost user attention and engagement. Meta CEO Mark Zuckerberg was excited to announce a record-setting 35% increase in time spent on Threads last week. He attributes this outstanding growth in part to recent gains in the app’s recommendation algorithms.
Along with video ads on Threads, Meta is preparing to experiment with “Trends” in Instagram’s Creator Marketplace. This new usefulness is designed to help advertisers trend to find out, helping to create more focused and successful advertising strategies. Meta will continue to review the Creator Marketplace API. This new tool gives businesses the power to connect with scores of diverse top-tier creators at a simple, nationwide scale.
This series of updates goes to show Meta’s dedication at making advertising across its platforms a more positive experience. The common theme is that the company wants to increase user engagement. Simultaneously, it is looking to provide advertisers with more effective tools to target audiences more efficiently.
Hooray! Threads is growing like gangbusters! All told, over the last quarter, the platform netted 30 million new monthly active users, a sign that it’s finding its footing in the hyper competitive social media world. As you can imagine, Meta is eager to capitalize on these new advertising capabilities. This action will further solidify Threads’ place in users and advertisers’ hearts.
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