According to a report, social media platform Instagram is planning to bring its branded content tools to Threads. Such tools will help marketers collaborate with influencers on paid partnerships on the social media platform while advertising is unavailable.
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.
According to Mark Zuckerberg, 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. Despite a lack of advertising on the platform, several companies have already started making accounts on Threads to post content organically. However, the lack of hashtags and keyword search functions on Threads could limit the platform’s appeal to advertisers.
On Wednesday, in a letter Twitter alleged that Meta used its trade secrets to develop its new social media platform, Threads, and demanded that it stop using the information. According to Twitter, Meta had hired dozens of former Twitter employees, many of whom “improperly retained” devices and documents from the company, and said Meta “deliberately” assigned them to work on Threads.
A spokesperson for Twitter did not immediately reply to a request for comment. Andy Stone, the Meta spokesperson, on Thursday said in a Threads post that no one on the site’s engineering team is a former Twitter employee.
