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.
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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 Threads 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.