Instagram to Bring Branded Content Tools to Threads

FILE PHOTO: Facebook's new rebrand logo Meta is seen on smartphone in front of displayed logo of Facebook, Messenger, Instagram, Whatsapp and Oculus in this illustration picture taken October 28, 2021. REUTERS/Dado Ruvic/Illustration/File Photo

Meta Platform'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.