OMD FWD: 12.07.2023
OMD Worldwide
13 July 2023

This week’s FWD covers the latest from Threads, Meta’s new social media platform that allows users to share text updates and join public conversations in 500-character posts. Meta looks to move quickly by adding branded content tools on Threads, providing a means to run influencer campaigns and sponsored content within the app. This new tool provides an alternative while advertising is still unavailable.

When launching the app, Mark Zuckerberg said, “If we can get it on a clear path to 1 billion people, and only then think about monetization at that point.” Branded Content tools, which include in-stream partner tags, will provide an alternative solution for boosting products in the app – while meeting evolving rules.

Although a timeframe has not been disclosed, Threads is expected to release new features, including hashtags, direct messages, post translations, edit options for posts, support for multiple accounts, and more.


  • LinkedIn has been experimenting with direct monetization opportunities for creators with its ‘Creator Mode’ feature. The experimental feature allows creators and brands to share analytics data on collaborative advertising campaigns.
  • Amazon launched an interactive live-stream TikTok game show for Prime Day. TikTok influencers played a series of games whilst viewers collaboratively work in the comments to unlock specific Prime Day deals and could buy within TikTok.
  • Twitter moves forward with new video elements, including picture-in-picture (PiP) playback, long-form videos, upfront Airplay button on iOS, and looks to integrate ad-supported videos.
  • TikTok tests a new option allowing users to download clips without a watermark. Users can now use their clips for alternative purposes, i.e. cross-platform content sharing to improve content reach.

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