Meta will test video ads on Threads

Instagram's Threads app began testing advertisements for its users at the start of this year, and the social platform is already ramping up its monetization efforts. Meta announced at IAB NewFronts that it will start testing video ads on Threads. The company didn't get specific about the size or scale of this preliminary test, but said that a "small number" of advertisers will trial 19:9 or 1:1 video ad creatives placed between typical posts in users' feeds.

At the NewFronts event, where social media companies can pitch themselves to advertisers, Meta also said that it is trying out a new ad option centered around Instagram Reels. It is developing Reels trending ads that will be shown next to some of the service's most popular videos.

Basically, Meta is following the same trajectory with its Instagram networks that it did with Facebook: making it less and less enjoyable to actually socialize with your connections.