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Mark Zuckerberg on when Instagram Threads will get ads.

For an example of what success looks like on an Instagram scale, Meta’s CEO Mark Zuckerberg says that the goal is to get Threads on a “clear path to 1 billion people” before figuring out monetization.

This mirrors what Adam Mosseri said in an interview with Alex Heath, about the “champagne problem” of making money with Threads:

If we are successful, if we make something that lots of people love and keep using, we will, I’m sure, monetize it. And I would be confident that the business model will be ads. Right now, we are not focused on monetization. We’re very, very focused on just trying to make something that people love to use. And then, if we get something to scale, that’ll be a champagne problem.

Mark Zuckerberg: Our approach will be the same as all our other products: make the product work well first, then see if we can get it on a clear path to 1 billion people, and only then think about monetization at that point.