San Francisco (AWP/AFP) – Meta (Facebook, Instagram) announced Friday to start testing advertisements on Threads, the latest from its social networks, while the Californian group has just changed some of its rules to line up With the new Republican American president.
Threads, a platform with very similar operation to X, was born in the summer of 2023.
It was eight months after Elon Musk bought Twitter (old name of X), and the upheaval of the service, paid subscriptions to the moderation of largely reduced content, scares many users and advertisers.
The start of advertising on Threads is not a surprise – Meta draws the overwhelming majority of her income from advertising revenue on her free platforms.
“We are starting a small advertising test on Threads with a handful of brands in the United States and Japan,” said Adam Mosseri, Instagram and Threads boss, in a message on the network on Friday.
He said he expected “a lot of comments” on the best way to proceed, and assured that his teams were going to follow the feedback closely so that “the pubs on threads resemble the messages that you find relevant and interesting”.
This decision comes a week after several shattering announcements by Mark Zuckerberg.
The CEO of Meta notably ended the Fact-Checking program on its platforms in the United States, a major tool for the fight against disinformation, and has relaxed the moderation of content, authorizing more hateful and insulting speeches, as on X.
-Launching advertisements will therefore be “probably questionable for many brands, which may no longer consider Threads as a safer alternative to X,” Jasmine Emarketer reacted.
The analysis also predicts “negative reactions” on the part of “many users already skeptical about Meta”.
“But the volatility of Tiktok encourages brands to look for alternatives, and Meta will not let the opportunity to add the” advertisers, “she said.
The fate of the Popular Utltra Tiktok is uncertain in the United States. The law passed in 2024 to prohibit the application of the Chinese group bytedance on American territory came into force on January 19, but the new president Donald Trump suspended his application for two and a half months, in the hope of finding a solution With Beijing.
According to Meta, Threads has 300 million monthly users.
The platform experienced dazzling growth at its beginnings. Its figures are however questioned by many observers, because Instagram users receive many links which redirect them to Threads without assumed choice on their part, inflating the number of connections.
AFP/Rp
