Meta tests ads on Threads amid content moderation backlash: What it means for users

Photo: Instagram/@meta.ai

Meta has started testing ads on Threads, its new social media platform, which was launched in the summer of 2023. Threads was introduced as a competitor to Elon Musk’s social network, X (formerly Twitter). This new development marks a big change for the platform.

Adam Mosseri, who is in charge of both Instagram and Threads, shared the news on Friday. He explained that ads are now being tested with a small group of brands in the United States and Japan. He mentioned, "We’re starting a small test for ads on Threads with a handful of brands," and added that the team will closely watch user feedback to make sure the ads match the type of content that users enjoy and find interesting.

Many people were expecting this move since Meta, the company behind Instagram and Facebook, depends a lot on ads to make money. However, the timing of this move has caused some concern. It comes just after Meta made changes to its content moderation rules, including ending its fact-checking program in the U.S. This has led to worries that there could be more misinformation on the platform. Some believe these changes were made to appeal to critics on the political right, and some see the decision as similar to the way Elon Musk has allowed more controversial content on X.

Jasmine Enberg, an analyst at Emarketer, said that the combination of ads being introduced along with changes to content moderation might make some advertisers uneasy. She pointed out, "The launch of Threads ads just weeks after Meta's content moderation makeover will raise advertiser eyebrows." Although some users may feel uncertain about these changes, Enberg believes that Threads could still attract brands looking for a new place to advertise, especially with TikTok facing growing concerns in the U.S.

TikTok, a popular app for short videos, has been under pressure due to worries about data privacy and foreign influence. Even though there was a plan to ban TikTok in the U.S. starting January 19, that plan has been delayed as former President Donald Trump seeks a solution with China.

Meta says that Threads now has around 300 million monthly users, but this number has been questioned by some critics. They argue that Meta may have boosted the user count by automatically moving Instagram users to Threads without asking them first.

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