Instagram Threads Rolls Out Video Ad Testing
Meta announced on Thursday that Instagram Threads is beginning to test video ads. This move closely mirrors the advertising strategy of competitor X (formerly Twitter) and expands Threads' advertising initiatives launched last month.
The announcement was made at Meta's IAB NewFronts presentation, a key event where social media companies pitch their platforms to advertisers.
Threads Video Ad Format and Reach
Initially, a small group of advertisers will test video ad creatives in 19:9 or 1:1 aspect ratios. These ads will appear between organic content within the Threads feed. Meta has not yet disclosed pricing or ad frequency details.
This development follows Meta's recent announcement that Threads has surpassed 350 million monthly active users. CEO Mark Zuckerberg also reported a 35% increase in time spent on Threads due to improved recommendation systems.
Other Meta Advertising Updates
Alongside the Threads announcement, Meta revealed other advertising updates. The company is testing Reels trending ads, a short-form video solution displayed next to trending Reels content. This directly competes with TikTok's expanded Pulse Suite, which allows advertisers to target trending content across various categories.
Meta is also testing Trends in Instagram's Creator Marketplace to help advertisers identify popular trends. Additionally, a Creator Marketplace API is being tested to facilitate connections between businesses and creators.
Finally, Meta is rolling out Video Expansion on Facebook Reels. This feature adjusts video assets by generating additional pixels to optimize aspect ratios for a more native viewing experience.
