Instagram Threads Introduces Video Ads: What Users and Advertisers Need to Know
Curious about Instagram Threads video ads and how they’ll impact your experience? You're not alone. As Threads gains popularity, many users and advertisers are eager to understand Meta's next moves. On May 8, 2025, Meta officially announced that Instagram Threads will begin testing video ads directly inside users’ feeds. This expansion aims to increase monetization opportunities while keeping the platform competitive with rivals like X (formerly Twitter). Here's everything you need to know about this major update, from ad formats to user experience changes — and what it means for the future of Threads.
Threads Video Ads: A New Era for Instagram's Sister App
At the IAB NewFronts 2025, Meta revealed its plan to test video advertisements within the Threads app. A "small number" of advertisers will now run video creatives in two formats — 19:9 and 1:1 aspect ratios. These ads will appear seamlessly between pieces of organic content, similar to how sponsored posts work on Instagram and Facebook today. Although pricing details and ad frequency weren't disclosed, the introduction of video ad placements signals a strong push toward revenue growth and more brand advertising on Threads.
Why Video Ads on Threads Matter for Users and Advertisers
With Threads surpassing 350 million monthly active users, Meta is capitalizing on a massive, engaged audience. According to CEO Mark Zuckerberg during Meta’s recent earnings call, user engagement on Threads has increased by 35%, thanks to improved recommendation algorithms. Introducing video ads leverages this momentum, offering brands a high-visibility format to capture attention and drive results. For users, this means a slightly more commercial experience — but also the potential for more tailored and relevant content.
How Threads’ Ad Strategy Compares to X and Other Platforms
Threads’ move to implement video ads mirrors a broader industry trend seen across social media advertising. Platforms like X, TikTok, and even LinkedIn have leaned into video formats to boost user interaction and maximize advertiser ROI. By introducing full-screen videos and creative ad types early, Threads aims to position itself as a premium destination for brand advertisers looking for new ways to connect with younger audiences.
What’s Next for Threads and Its Advertising Roadmap?
Meta’s decision to expand Threads’ advertising ecosystem could open doors for more advanced monetization tools, including targeted video ads, interactive branded content, and potentially shoppable video posts. Although still early, if user reception remains positive and ad performance meets benchmarks, a full rollout could happen by late 2025 or early 2026.
For brands considering a social media strategy refresh, Threads offers a new frontier with massive potential — fewer competitors compared to Instagram or Facebook, a growing user base, and innovative ad formats.
How Threads Video Ads Could Shape the Platform’s Future
As Threads continues to grow, the addition of video advertising is a strategic move to solidify its place among leading social media apps. Users can expect a slightly more ad-heavy experience, but one that stays polished and minimally disruptive.
Stay tuned as Meta refines its advertising offerings on Threads — this could be just the beginning of a much larger evolution.
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