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Last week, Meta announced the launch of a limited test of ads on Threads, targeting users in Japan and the U.S. This marks a key step in the platform’s monetization, allowing businesses to seamlessly extend their existing Meta ad campaigns to Threads without additional creative work.

As of early 2025, Threads has surpassed 300 million global monthly active users, with Japan emerging as a key market. Notably, 75% of Threads users follow at least one business, presenting strong potential for both organic engagement and paid advertising opportunities.

With Japan’s strong engagement in text-based social media, Threads ads could serve as a powerful top-of-funnel tool, complementing Instagram and Facebook by expanding Meta’s brand awareness inventory and gradually competing with X Advertising.