As businesses look to diversify their social media marketing strategies, the X competitor could make an intriguing option.

Threads was launched by Meta in July 2023 as a direct competitor to X, formerly known as Twitter. The platform was introduced at a time when X was facing user dissatisfaction and uncertainty following its acquisition by Elon Musk.

Meta’s Threads, a direct rival to X, announced on Friday that it is now testing ads with select brands in the U.S. and Japan. Instagram head Adam Mosseri emphasized that the company would be gathering feedback before deciding to expand this experiment to other markets.