Facebook founder Mark Zuckerberg’s Meta Platforms Inc (NASDAQ:FB) intends to port Instagram’s lucrative branded content model over to his new social media platform and Twitter rival Threads, Axios has reported.
According to sources, influencers will be able to generate revenues from paid partnerships while Zuckerberg mulls the new platform’s advertising strategy.
For now, Threads is advertisement free, with Zuckerberg stating that he intends to bring in Threads ads when “there was a clear path to a billion users”.
Given the app’s record-breaking adoption rates, gaining 100 million users in just five days, this is expected to be sometime in early 2024.
Influencer partnerships, in which popular Instagram celebrities promote products, are incredibly lucrative.
Top influencers with hundreds of millions of followers like Christiano Ronaldo and Kylie Jenner can earn millions for a single sponsored post.
Even smaller accounts with over a million followers can earn five figures for a sponsored post.
Although Threads is currently ad free, major brands have quickly flocked to Threads.
Nine out of 10 top US retailers currently have a presence, with CostCo being the only exception.
Brands are currying followers by using humour and classic marketing tricks to increase engagement.
Credit: Wendy's on Threads
Twitter favourite Wendy’s has already posted dozens of Threads containing the US fast food chain’s famous brand of ‘relatable’ humour.