Threads, Meta's new social media app, may soon have Instagram's branded content tools, according to a report

Axios claimed on Tuesday that Meta Platforms' Instagram is going to introduce its branded content features to Threads, citing a source familiar with the subject.

While advertising is unavailable on the social media site, such technologies will enable advertisers to interact with influencers on paid collaborations.

Meta, Facebook's parent company, did not immediately reply to a request for comment from Reuters.

Threads, largely seen as a competitor to Elon Musk's Twitter, recently reached 100 million members in a record five days.

Meta CEO Mark Zuckerberg has stated that the firm would consider monetizing Threads only if it has established a clear route to a billion users.

Instagram users may transfer their accounts, passwords, and followers to Threads, providing the text-based social networking platform access to Instagram's more than 2 billion users.

Despite the lack of advertising on the network, some firms have already started creating accounts on Threads to submit content organically.

The lack of hashtags and keyword search features on Threads, on the other hand, may restrict the platform's appeal to marketers.

Meanwhile, Twitter's assertion that Meta Platforms misappropriated trade secrets to develop its new microblogging site might be the opening shot in a legal war between the social media titans, but experts say if Twitter sues, it will face a high bar. 

Twitter said in a letter delivered on Wednesday that Meta utilised trade secrets to construct its new social media platform, Threads, and asked that it stop utilising the material. Twitter stated that Meta employed hundreds of former Twitter workers, many of whom "improperly retained" corporate equipment and data, and that Meta "deliberately" put them to work on Threads.

It was unknown whether or not a lawsuit would be brought.

A Twitter spokesman did not immediately respond to a request for comment. In a Threads post on Thursday, Meta spokesman Andy Stone stated that no one on the site's engineering staff is a former Twitter employee.