Instagram threads will start testing video advertisements, Meta declared on Thursday. The test, which would look like threads like its competitive X, is an expansion of the advertising initiative of Threads, which began with the inauguration of advertisements to global advertisers last month.
The news was announced in the presentation of Meta at IAB Newfronts, where many social media companies pitch themselves for advertisers.
On threads, Meta says that a “small number” of advertisers will test the 19: 9 or 1: 1 video advertisement creative that will appear between the pieces of organic materials in the threads feed. The company did not share other details around the pricing or frequency of those advertisements, however.
This update follows the recent announcement of the meta that threads now reach more than 350 million monthly active users. The recommendation systems of the app have also seen an increase of 35% in the time spent on threads, as a result of the improvement of Meta CEO Mark Zuckerberg also told investors on Meta’s earnings call in April.
Meta announced the news around threads among other updates of its advertising products at Newfronts.
The company says it is testing a new short-form video solution, reel trending advertisements, which will be shown next to the most trending reels from the creators.
This week rival Tiktok also introduced an expansion of its same offer called Pulse Suite, which will now allow advertisers to come to the market next to the materials next to the category, holiday, tentpole moments, cultural programs, and evergreen, sports, entertainment and lifestyle publishers.
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Meta will also begin testing trends to help advertisers find popular trends at Instagram’s Creator Marketplace, and it will test the Creator Marketplace API to help find businesses and to help connect with quality creators on a scale.
The company is also expanding video on Facebook reels, which adjusts video assets by generating an overwhelmed pixel in each video frame to expand the aspect ratio for more native experience.
