By The Malketeer
Meta’s Growing Platform Faces Brand Safety Scrutiny
Meta’s microblogging app Threads is making waves again, surpassing 320 million monthly active users (MAUs) in January.
But as it opens its doors to advertisers, brands are treading carefully.
With Meta loosening its grip on fact-checking and political misinformation, is Threads poised for an ad boom or a brand backlash?
A Steady Surge: Threads Hits 320 Million Users
After its explosive launch, Threads continues its measured climb.
The platform added 20 million users in January alone, up from 300 million in December.
More than 1 million people sign up daily, proving that the platform remains a viable alternative to X (formerly Twitter).
While rivals like Mastodon (1.5 million MAUs) and Bluesky (30 million MAUs) gained traction as X-patriates searched for new digital homes, Threads has managed to maintain steady momentum.
Unlike Bluesky, which saw a staggering 189% surge in November only to slow to 10% growth in December, Threads’ growth appears more sustainable.
A More Tailored Experience
In a bid to deepen engagement, Threads has rolled out new tools and features, including enhanced user feeds, post insights, multiple drafts, and scheduling options for brands.
The platform’s updated recommendation system also ensures that more recent posts and followed accounts appear in users’ feeds.
These changes could be critical in keeping users engaged, especially as Meta begins monetising the platform with advertising.
Ads Are Coming—Slowly but Surely
Meta CFO Susan Li made it clear that Threads’ ad rollout will be gradual, noting that the platform isn’t expected to be a “meaningful driver” of Meta’s revenue in 2025.
But the company’s approach could determine whether brands embrace Threads as the next major advertising channel—or shy away.
With the addition of business-friendly tools, Threads is positioning itself as an attractive space for marketers looking for engagement beyond Facebook and Instagram.
However, it remains to be seen whether users will welcome ads or see them as an intrusion in their timeline.
Brand Safety: The Elephant in the Room
Advertisers have a reason to hesitate.
Meta’s recent decision to loosen restrictions on fact-checking and political misinformation has raised eyebrows.
A veteran ad executive told Business Insider, “It’s the final nail in the coffin for platform responsibility.”
Brands have long been wary of where their ads appear.
Missteps in ad placement could spark backlash, particularly as platforms like Bluesky and Mastodon—both currently ad-free—gain credibility for their content moderation policies.
If user sentiment shifts towards these ‘safer’ alternatives, Threads could face an uphill battle convincing advertisers to invest.
Can Threads Thread the Needle?
Meta is playing a high-stakes game.
Threads has undeniable momentum, but its long-term success hinges on balancing user experience with advertising revenue.
If brands feel their content is at risk of being associated with misinformation or questionable material, they might take their budgets elsewhere.
For now, all eyes are on how Meta navigates this transition—whether Threads will emerge as the next major ad platform or an opportunity lost to its own content policies.
Note: Story curated from various online sources.
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