Good news for marketers – Meta’s moving quickly to add branded content tools on Threads, which would provide a means to run influencer campaigns within the rapidly growing app.

As reported by Axios, Meta’s looking to expand its Branded Content tools to also cover Threads, in order to avoid undisclosed, and technically illegal, brand and product endorsements in the app.

As per Axios:

Instagram's branded content tools are not yet available on Threads, however, the source told Axios that Instagram is already working to make them available shortly, which will afford marketers the chance to start experimenting with paid promotion, while advertisements are still unavailable.

Meta has said that paid promotions won't be available on Threads until it reaches some unspecified level of mass adoption, but Branded Content tools — including in-stream partner tags — would provide an alternative means to amplify your products in the app, but ones that also will help ensure such promotions are appropriately disclosed, in line with ever-changing rules.

Basically, Meta would rather not let ads in the app at this point, but for growth, and some marketers are inevitably going to run affiliate programs, and those promotions demand disclosure. Which the Branded Content tags handle on Instagram, but without that official process, Meta will be stuck relying on businesses themselves to add relevant tags, such as #ad, which is less effective.

It's not necessarily because Meta chose to, but rather because it makes logical sense for the company to do so, at least at this point. Either way, you may soon have a way to start building Threads into your marketing strategy.

We will keep you updated on any progress.

On a related note, Meta is also working to introduce government-affiliated media labels for relevant accounts on Threads so as to keep up with its now-established regulatory practices, as well as fact-checking indicators.

Meta informed an Australian inquiry into foreign interference that these will also be added as a priority.