Meta announced on Thursday that it will begin testing video advertisements on its Instagram Threads platform, in a move to expand the app’s monetisation efforts and bring it closer in format to rival platform X (formerly Twitter).

The announcement came during Meta’s presentation at the IAB NewFronts, an annual event where tech companies pitch their latest offerings to advertisers. According to the company, a select group of advertisers will be allowed to test video ads in either 19:9 or 1:1 aspect ratios. These ads will be embedded between organic posts in users’ Threads feeds. Meta has not disclosed specific details on pricing or how frequently the ads will appear.

The move follows Meta’s recent decision to open Threads to global advertisers last month. It also comes on the heels of the company revealing that Threads now has over 350 million monthly active users. CEO Mark Zuckerberg, during Meta’s April earnings call, said time spent on the platform has grown by 35%, thanks to improvements in its recommendation algorithms.

In addition to Threads, Meta also introduced several other ad-focused initiatives at the event. These include “Reels Trending Ads,” a new format that places ads next to the most popular Reels content, and the testing of “Trends” in Instagram’s Creator Marketplace to help brands spot and align with emerging cultural moments.

Meta is also testing an API for the Creator Marketplace to streamline connections between advertisers and top-performing content creators, and rolling out “Video Expansion” on Facebook Reels. This feature uses AI to extend videos for a more immersive, full-screen experience by generating unseen pixels.

With these moves, Meta is doubling down on video and creator-driven content to keep advertisers engaged across its platforms.