Meta is reportedly planning to launch Threads in the EU before the end of the year. This news comes after X’s biggest advertisers, including Disney, Paramount, and Sony Pictures, boycotted the platform due to Elon Musk’s endorsement of an antisemitic conspiracy theory. Although Threads is not yet serving ads, brands can still grow their audiences on the platform through influencer partnerships. However, ads on Threads are inevitable and will likely contribute significantly to the app’s overall revenue when they do launch.
One of the reasons Threads was not initially rolled out to EU countries upon its global launch in July was due to the EU’s strict privacy regulations. To comply, Meta modified the product to enable users to use the app without creating a profile, although a profile is required if the user wishes to publish posts. Threads users can now delete their profiles without having to delete their associated Instagram accounts, as stated by Adam Mosseri, the head of Instagram.
Currently, Threads has just shy of 200 million monthly active users, and Meta CEO Mark Zuckerberg predicted that this figure could rise to one billion within the next few years. Rolling out to EU countries could potentially add up to 40 million extra monthly active users to Threads, according to independent tech analyst Aho Williamson. This expansion to the EU could significantly increase the platform’s user base and overall engagement.
The information about Meta’s plans for launching Threads in the EU is of significance to advertisers, marketers, and influencers who are looking to expand their reach to European audiences. The potential increase in monthly active users due to the EU expansion could also have implications for influencer partnerships and brand advertising on the platform. Furthermore, the modifications made by Meta to comply with EU privacy regulations and the potential impact on user engagement are important considerations for businesses and users alike.