Meta launches first ad tests - Louis Vuitton among first adopters

When Meta introduced Threads in 2023, the platform quickly drew attention as a potential Twitter competitor. Now the company is taking its first steps toward monetizing Threads. This week, Meta launched its first ad tests on Threads, and Louis Vuitton is one of the first brands to take advantage of this opportunity (source). For marketers, this could mean significant opportunities – provided they take the right approach.

Why are advertisers interested in Threads?

It's not hard to understand why brands are intrigued by the possibility of advertising on Threads. As a platform connected to Instagram, Threads benefits from Meta's existing infrastructure and its billions of users. Threads also promises a more conversational and text-based environment – similar to Twitter, but with less content that might distract users.

Brands like Louis Vuitton are choosing to test this advertising space early, while many other advertisers are closely watching the platform's development. They want to assess whether Threads offers real value or may turn out to be just a short-lived trend.

The challenges of advertising on Threads


Here's where the difficulty arises: Threads is still a new platform, and it also lacks some key engagement metrics that marketers use to evaluate campaign effectiveness. For example, although Threads attracted millions of users, there have been reports of retention issues. Without clear data on user behavior, advertisers may struggle to accurately estimate the return on investment (ROI) for campaigns on Threads.

Another potential problem is the ad format. Currently, Meta has not revealed many details about the types of ads available on Threads or how these ads will seamlessly integrate with the user experience. For marketers, the key will be determining whether Threads will provide creative advertising opportunities or simply copy the approach known from Instagram.


Opportunities for brands on Threads


Despite these obstacles, Threads offers unique opportunities. Its connection to Instagram means that companies can potentially leverage existing creative assets and audience data in campaigns on Threads. This could make it easier to scale campaigns without having to start everything from scratch.

Additionally, Threads' text-based format may attract audiences seeking deeper and more thoughtful engagement – which brands can use for storytelling and building meaningful relationships.


As Robert Davis, CEO of Sandhill, said, "If ads on Threads combine the layout of X.com and BlueSky with the precision of Meta's advertising algorithm, it will be a very attractive proposition for advertisers."

What should marketers do?


If you're a marketer, it's worth closely watching the results of these first campaigns.

Study how Louis Vuitton and other brands are performing on Threads, and pay attention to any information that Meta shares about ad engagement and platform activity.

For those considering entering Threads, it's worth starting with small actions. Include Threads as part of a broader campaign strategy and test different approaches to see what resonates with audiences. Since it's a new platform, experimenting with creative content and messaging will be key to success.


Steps to success in advertising on Threads



  1. Leverage existing resources: Threads' connection to Instagram allows you to use existing ad creatives and audience data, saving time and effort.

  2. Experiment with tone: Thanks to Threads' conversational nature, it's worth testing less formal, more "human" messages that encourage authentic engagement.


  3. Monitor campaign results: Carefully analyze early data to see what works and make changes quickly. Initial feedback will be invaluable.

  4. Engage in conversations: Brands that actively engage in interactions with users – rather than just advertising – can build stronger loyalty on this platform.



Advertising on Threads is a new opportunity for brands, offering new ways to connect with audiences. Early adopters like Louis Vuitton are paving the way, but it's up to marketers to assess whether the platform fits their strategy. If Threads continues to develop and Meta creates effective advertising tools, it could be a valuable addition to your marketing toolkit.

Company Information

Louis Vuitton is a world-renowned luxury brand, known for high-quality goods, including trunks, handbags and accessories. The company is one of the leaders in the luxury market and is known for its historic tradition and innovative approach to design.

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