Instagram’s branded content tools to expand to Threads, reports Axios

The tools allow marketers to engage in paid partnerships with influencers, providing avenues for collaboration when advertising options are unavailable.

Meta's Threads app logo | Reuters

World: Meta Platforms’s Instagram is planning to bring its branded content tools to Threads, Axios reported on Tuesday, citing a source familiar with the matter.

Such tools will help marketers collaborate with influencers on paid partnerships on the social media platform while advertising is unavailable.

Meta, the parent of Facebook, did not immediately respond to a Reuters request for comment.

The news comes on the heels of Threads, widely considered a rival to Elon Musk’s Twitter, hitting 100 million users in a record five days.

Meta CEO Mark Zuckerberg has said the company would only think about monetizing Threads once there was a clear path to a billion users.

Instagram allows users to port their accounts, credentials and followers to Threads, giving the text-based social media platform access to the photo-sharing platform’s more-than-2 billion-strong user base.

Several companies have already started making accounts on Thread to post content organically, despite a lack of advertising on the platform.

However, the lack of hashtags and keyword search functions on Threads could limit the platform’s appeal to advertisers.

Reporting by Mrinmay Dey and Akash Sriram in Bengaluru; Editing by Savio D’Souza

Disclaimer: This report is auto generated from the Reuters news service. ThePrint holds no responsibilty for its content.