Threads is implementing branded content tools to give marketers access to paid promotion opportunities.
Meta’s new social platform doesn’t run ads yet. However, this feature will allow brands to explore the possibility of running influencer campaigns.
Why we care Meta is waiting until Threads reaches critical mass before selling ad space, which is proving somewhat frustrating for brands that want to be among the first to advertise on the world’s fastest-growing social app. 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 the example of Instagram. Threads has adopted the terms of service implemented by its sister platform Meta, Instagram. The Terms include guidance on sponsored content. Under these guidelines, Threads must ensure that:
Brands use Instagram’s branded content tools when working with influencers on sponsored content. Only eligible brands have access to paid partnership tags on posts. Brands clearly disclose paid partnership collaborations.
why now Marketers are eager to make sure their brands are among the first to establish their voice and identity on Threads, while it’s still one of the most talked about social apps in the world.
More than 100 million people signed up for 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 detailed overview of the new platform.
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