- Instagram will bring its branded content tools to Threads, according to Axios.
- This will provide opportunities for marketers to collaborate with influencers in paid partnerships.
- However, Threads does not yet have hashtags or keyword search features, which could affect its appeal to advertisers.
Instagram, the popular social media platform owned by Meta Platforms, has plans for Threads, its brand-new “sister” platform focused on text-based conversations (the “Instagram Twitter”).
According to AxiosInstagram plans to bring its branded content tools to Threads, which will give marketers the opportunity to collaborate with influencers in paid partnerships.
This strategy would be implemented while traditional advertising is not yet available on Threads. It must be remembered that Mark Zuckerberg said that he will not bring advertising to Threads until it reaches 1,000 million users (it has 100 million).
Instagram’s branded content tools allow businesses to add paid partnership tags to their posts, which provides opportunities to promote products and services through influencers on the platform.
Threads, their record and their content
As we said, the news comes at a time when Threads hit a record by reaching 100 million users in just five days, cementing itself as a serious contender in the social media space.
Indeed, the Meta CEO stated that Threads monetization will only be considered once the platform reaches a massive user base of 1 billion.
With the ability to transfer Instagram accounts, credentials, and followers to Threads, the text-based platform can tap into Instagram’s 2+ billion user base and expand its reach.
While they’re not currently available on Threads, Instagram is working to quickly roll out its branded content tools to the platform. This will allow marketers to start experimenting with paid promotion, providing new opportunities for influencer collaboration and maximizing the potential of Threads.
However, it is important to note that Threads lacks hashtags and keyword search features, which could limit its appeal to advertisers used to these tools.
Despite this challenge, several companies and media outlets have already created accounts on Threads and have started posting content organically.
Instagram boss Adam Mosseri said Threads will try to avoid attracting news and political content creators, because those topics are not worth the risk of policing them.
This, while making Threads a “safer” bet for the brand, for marketers, it’s unclear how the app, which focuses on text-based conversations, plans to be relevant without that type of content.
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