If you’ve ever caught yourself browsing through Threads and thought, “This could really benefit from some video ads,” then Meta has an exciting update in store for you.

During the latest IAB NewFronts — a significant event where social media companies present to advertisers — Meta declared that it is starting to trial video ads on Threads. This follows earlier tests with different ad formats on the platform this year.

“We’re experimenting with video ads on Threads to allow businesses to broaden their reach and engage with their audience in a way that feels familiar across various platforms,” Meta stated in a blog post detailing the new features. Additionally, the company disclosed plans to trial trending ads in Reels and launch new creator marketing tools for both Facebook and Instagram.

SEE ALSO: It’s official — Meta’s Threads is now utilizing the Threads.com domain name.

This initiative aligns with Meta’s growing emphasis on short-form video as an effective method to capture user attention. With video ads already being fundamental on platforms like Pinterest, Instagram, Facebook, and X (formerly Twitter), incorporating them into Threads is a natural progression.

Meta mentioned, “We have recently broadened ads in Threads to all eligible advertisers worldwide. Shortly, a select group of advertisers will test 16:9 or 1:1 video ad formats that will appear between organic posts in the Threads feed, providing businesses with a new opportunity to connect with users.”

This news follows closely after Meta’s Q1 earnings call, where the company indicated that Threads now has 350 million monthly active users. User engagement is also increasing, with time spent on the app rising by 35 percent. A Meta representative informed Social Media Today that Threads is “on course to be Meta’s next major social app.”