Meta Platforms’s Instagram is planning to bring its branded content tools to Threads, Axios reported on Tuesday, citing a source familiar with the matter, according to Reuters.

Such tools will help marketers collaborate with influencers on paid partnerships on the social media platform while advertising is unavailable.

Meta, the parent of Facebook, 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, hitting 100 million users in a record five days.

Meta CEO Mark Zuckerberg has said the company would only think about monetizing Threads once there was a clear path to a billion users.

Instagram allows users to port their accounts, credentials and followers to Threads, giving the text-based social media platform access to the photo-sharing platform’s more-than-two billion-strong user base.

Several companies have already started making accounts on Threads to post content organically, despite a lack of advertising on the platform.

However, the lack of hashtags and keyword search functions on Threads could limit the platform’s appeal to advertisers.

Govt. Accounts on Threads To be Labelled: Meanwhile, another Reuters report from Sydney stated that the company plans to label government-affiliated media accounts on its new Twitter-like platform Threads.

A company executive told an Australian inquiry on foreign interference on Tuesday that “areas such as labels for state-affiliated media and fact-checking are all areas where we see a lot of value, and it’s our aspiration to build that out expeditiously.”

This was stated by Josh Machin, Meta’s head of public policy for Australia, to the Australian Senate inquiry.

The disclosure comes less than a week after Meta launched Threads.

Twitter has removed tags from government-affiliated accounts since billionaire Elon Musk took it private in 2022, bringing complaints about degrading users’ media literacy.

Asked if Russian state-affiliated broadcaster RT or Chinese government-affiliated publisher Xinhua News Agency would be tagged accordingly on Threads, Machin said, “that’s our aspiration”.

“To the effect that any state-affiliated media are violating our policies, we would remove them,” he told the inquiry, “Broader functionality around tags… are all top priorities for us as we continue to bring out the product.”

Meta’s Facebook and Instagram platforms already have tags on the RT and Xinhua accounts noting they are state-controlled media from Russia and China, respectively.

RT’s Threads account lacked such a label when Reuters checked on Tuesday, while Xinhua did not appear to have a Threads account.