Introduction
Meta’s Threads app has been making waves in the social media landscape since its launch last year. As a direct competitor to Elon Musk’s Twitter (now rebranded as X), Threads aims to provide users with an alternative platform for sharing ideas and connecting with others. However, recent findings by developers and reverse engineers have sparked concerns that Instagram may be testing ads within the app. In this article, we’ll delve into the details of these discoveries and explore what they mean for the future of Threads.
Developer Findings
Developers Alessandro Paluzzi and Chris Messina have uncovered several references to ad products in the Threads app’s code. These include:
- Ad configuration files: A JSON file used by developers, presumably for testing purposes, was discovered in the public-facing Threads mobile app.
- Sponsored post functionality: Paluzzi successfully forced a post to appear as a sponsored post, showcasing how a ‘Sponsored’ label would be displayed next to someone’s Threads username.
- Ad unit references: Messina uncovered a JSON file titled ‘bcn_single_image_ad,’ which referenced a sample ad unit under development.
These findings have sparked concerns that Instagram may be preparing to introduce ads on the platform. However, Meta has downplayed any urgency around testing ads, stating that there is no immediate timeline for monetization.
Meta’s Response
In response to the developer findings, an Instagram spokesperson told TechCrunch:
"We’re not testing ads in Threads at this time, and there is no immediate timeline for monetization."
This statement mirrors other comments made by Meta executives, including CEO Mark Zuckerberg. Last quarter, Zuckerberg explained that scaling new products takes a multi-year approach, hinting that ads on Threads are not imminent.
The Path to Monetization
So, what’s the plan for monetizing Threads? Zuckerberg has previously stated that the team needs to focus on retention and improving the basics before growing the community. Only after achieving this will they begin working on monetization.
To date, Meta has been adding features like cross-posting from Instagram, multiple drafts, audience insights, and more. With a goal of reaching 1 billion users in a few years (up from its current 200 million monthly active users), it’s clear that the company is taking a long-term approach to scaling Threads.
Why Ads on Threads?
It’s no surprise that Meta would explore ad technology for Threads, given its status as a Meta product. As Instagram head Adam Mosseri noted in April:
"We’re definitely going to bring ads to Threads… We need to make enough money to pay for the people and servers that it takes to run the service and provide it to people for free."
By introducing ads on Threads, Meta aims to provide an additional revenue stream for the platform. This could also potentially offer advertisers and brands another place to market their products and services.
Challenges Ahead
While Threads has made significant progress since its launch, there are still challenges ahead. Concerns over brand safety on X have led to ad boycotts and even a lawsuit filed by X against advertising groups. By offering an alternative platform with familiar ad tools and performance metrics, Meta may be able to attract brands looking for a safer space.
However, this also means that Threads will need to navigate the complexities of maintaining a safe and trustworthy environment for its users. As the social media landscape continues to evolve, one thing is clear: the future of advertising on Threads will be shaped by user experience, brand safety, and revenue goals.
Conclusion
The recent findings by developers and reverse engineers have raised questions about Instagram’s plans for monetizing Threads. While there is no immediate timeline for ads, it’s clear that Meta is exploring ad technology as a potential source of revenue. As the platform continues to grow and evolve, one thing is certain: the future of advertising on Threads will be shaped by user experience, brand safety, and revenue goals.
