Meta has announced the introduction of video ads on Instagram Threads, signaling the platform's shift toward deeper monetization. The feature is currently in testing and will initially involve a limited group of advertisers, Meta revealed during its IAB NewFronts presentation — a key event where tech platforms pitch ad solutions to marketers.
The test will include video creatives formatted in either 19:9 or 1:1 aspect ratios. These ads will be placed natively between organic posts in users' Threads feeds. Although Meta hasn't disclosed pricing models or ad frequency yet, the rollout is expected to resemble ad formats seen on other platforms like X (formerly Twitter).
This update builds on Threads' growing momentum. Meta recently reported that the app now sees over 350 million monthly active users, with a 35% increase in user engagement attributed to improved content recommendations. CEO Mark Zuckerberg shared those figures during the company's Q1 earnings call.
Video ads on Threads are part of a wider advertising push across Meta's platforms. The company also announced several new initiatives aimed at capturing advertisers' interest in short-form video. For instance, Meta is testing Reels trending ads, which will be featured alongside the most popular Reels from creators — a move inspired by TikTok's Pulse Suite, which just expanded to include category-specific and evergreen cultural content.
In addition, Meta is enhancing tools for brand-creator collaborations. The company is piloting Trends within Instagram's Creator Marketplace, allowing advertisers to tap into emerging themes. It's also experimenting with a Creator Marketplace API to streamline how businesses find and partner with high-performing creators at scale.
Another innovation comes to Facebook Reels, where Meta is rolling out Video Expansion. This AI-powered tool intelligently fills in unseen pixels at the edge of each frame, adapting video content to fit native formats across different placements.
These changes reflect Meta's commitment to expanding monetization opportunities across its ecosystem, while giving advertisers more dynamic ways to reach growing audiences, especially as Threads carves out its place in the competitive social media landscape.