Meta Platforms’ Instagram plans to bring its branded content tools to Threads, Axios reported Tuesday, citing a source familiar with the matter.
Such tools will help marketers collaborate with influencers in paid partnerships on the social media platform while advertising is not available.
Facebook parent Meta 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, reached 100 million users in a record five days.
Meta CEO Mark Zuckerberg has said that the company would only think about monetizing Threads once there is a clear path to 1 billion users.
Instagram allows users to transfer 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 user base.
Several companies have already started creating accounts on Threads to post content organically, despite the lack of advertising on the platform.
However, the lack of hashtags and keyword search features in Threads could limit the platform’s appeal to advertisers.
Meanwhile, Twitter’s claim that Meta Platforms stole trade secrets to build its new microblogging site may be the first download in a legal battle between the social media giants, but experts say Twitter would have a major hurdle to overcome. if you file a claim.
In a letter sent Wednesday, Twitter alleged that Meta used its trade secrets to develop its new social media platform, Threads, and demanded that it stop using the information. Twitter said Meta had hired dozens of former Twitter employees, many of whom “inappropriately retained” company devices and documents, and said Meta “knowingly” assigned them to work on Threads.
It was not clear if any lawsuit would be filed.
A Twitter spokesperson did not immediately respond to a request for comment. Meta spokesman Andy Stone said in a Threads post Thursday that no one on the site’s engineering team is a former Twitter employee.
© Thomson Reuters 2023
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