Meta hasn’t published the thread in an ad yet, but it may not be able to resist for long. Advertisers are eager to throw big bucks into it and are already planning for it, with quite a few expecting the opportunity later this year.
Twitter Clone has everything an ad buyer could want in a partner. That means large audiences, public interest, and potential access to Meta’s industry-leading advertising tools. And as soon as Mark Zuckerberg welcomes them, they waste no minute.
“As soon as ads are available on Threads, we intend to start immediately for our clients,” said Ahmet Yavuz, CEO of digital marketing firm ASY Digital. “Everything is ready on our side.”
For Yavuz and his colleagues, having another app within Meta’s ad manager is very appealing. And that could be a problem for Twitter, which has been trying hard to win back its advertisers after Elon Musk took over the platform last year and fled. Meta’s advertising platform centralizes purchases across their properties, including Instagram and Facebook, and is highly effective, using advanced targeting and optimization to deliver more than any other digital media outlet except Google. Deliver great performance. Meta adds a checkbox to extend the ad to the thread, and the ad buyer will check it.
Carly London, founder of growth marketing agency Sumtime Carly, said Meta is “the #1 platform for almost every brand we work with.” “If we can harness the power of that advertising and extend it to an audience like Twitter, that could be a huge accomplishment.”
The sentiment that prevailed among nearly every marketer we spoke with was an overwhelming confidence in Meta’s advertising platform. “It’s meta, so we’re going to start testing it soon,” said David Harman, CEO of advertising agency Harman Digital.
Carl Bivona, senior director of social media at Ignite Visibility, said:
“From a marketer’s perspective, they already have better advertising technology than Twitter. Facebook’s ads, technology and interface are far superior to Twitter,” said CEO of ad agency Lemonade. Trevor Dudeck said.
Josh Keller, CEO of Union Square Media, said, “We are ready to jump in as soon as Meta rolls out ads on Thread.” “We are currently in contact with them about the launch.”
Advertiser enthusiasm has little to do with content moderation or culture wars. Just as none of the marketers we spoke to brought up the politics of Musk and Zuckerberg, few marketers restrained their spending amid various meta scandals over the past decade. . Marketers want performance and Meta delivers.
“My number one goal is to make a profit for the company,” London said. “I don’t get into other kinds of issues or Twitter vs. that or that. I don’t really care.”
For Meta, there is a risk that Threads cannibalizes Instagram revenues that exceed Twitter revenues. After all, Meta is building his Threads on her Instagram network, and advertisers want more than just novel ways to reach the same people. “If it’s the same thing as Instagram, it won’t be as compelling,” said an executive at a major digital agency. “For the thread to continue to grow, he will probably need to bring in some growth from outside the Instagram community.”
Therefore, Meta works as slowly as possible. But Zuckerberg said last week that he would wait until Threads reached 1 billion users before considering monetization, but it actually hit 100 million in a week. As Wall Street shareholders seek responses, Meta may switch on threaded advertising sooner than many imagine. Advertisers are already talking hopefully about the possibility of bringing ads to Threads later this year. “We heard rumors that this could start sometime before the fourth-quarter holiday,” Herrmann said. Others expressed similar hopes.
If Zuckerberg inevitably adds a “Threads” checkbox to Meta’s ad platform, it would be a doom for Twitter’s struggling ad business. At the very least, it makes growing more difficult. “Twitter is going to take a hit,” said London. “Performance is getting worse and reaching the same level, so why should I run Twitter? audience? “
