Threads is adding branded content tools to create paid promotion opportunities

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Threads is adding branded content tools to create paid promotion opportunities


Threads is implementing branded content tools to give marketers access to paid promotion opportunities.

Meta’s new social platform doesn’t serve ads yet. However, this feature will enable brands to explore the possibility of running influencer campaigns.

Why we care. Meta is waiting until Threads reaches a critical mass before selling ad space, which is proving a little frustrating for brands wanting to be one of the first to advertise on the fastest-growing social app in the world. With that in mind, paid promotion opportunities could be an effective way for brands to connect with the Threads audience in the meantime, in a way beyond creating organic posts.

Following Instagram’s lead. Threads has adopted the terms of services implemented by its Meta sister platform, Instagram. The terms include guidance regarding sponsored content. Under these guidelines, Threads has to ensure that:

  • Brands use Instagram’s branded content tools when they work with influencers on sponsored content.
  • Only eligible brands have access to paid partnership labels to posts.
  • Brands clearly disclose paid partnership collaborations.

Why now? Marketers are eager to ensure that their brands are one of the first to establish their voice and identity on Threads, while it’s still one of the world’s most talked about social apps.

More than 100 million people signed up to Threads in its first week, and marketers are desperate to start reaching the platform’s users in the most effective way possible while it’s still trending.

Deep dive. Read our Threads FAQ guide for a more in-depth overview of the new platform.

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About the author

Nicola Agius

Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book ‘Mastering In-House SEO’.

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