Meta Tests Video Ads on Instagram Threads with 350M Users

Meta's Instagram Threads, initially planned as a feature within Instagram, was developed as a standalone app to avoid user confusion due to its text-first format differing significantly from Instagram's post and reply structure, according to Instagram Head Adam Mosseri during Meta's antitrust hearing. Despite being a separate app, Threads remains tightly integrated with Instagram, requiring users to log in with their Instagram accounts and linking profiles across both platforms. Meta recently announced that Threads will begin testing video advertisements in 19:9 and 1:1 aspect ratios, aiming to align Threads more closely with rival platform X and expand its advertising offerings. This move follows Threads reaching over 350 million monthly active users and experiencing a 35% increase in user engagement due to improvements in its recommendation system. Additionally, Threads has introduced an Account Status feature, similar to Instagram's, to provide users transparency regarding content removal or demotion in line with community standards. Meta also revealed broader advertising innovations, including Reels trending ads and enhancements to Facebook Reels, while competitors like TikTok expand their advertising suites.