How to Use Instagram Branded Content Tools With Threads Posts

Instagram’s Branded Content Tools let creators and businesses tag a sponsor or paid partnership directly in a post. These tools are now available for Threads posts, which means you can disclose commercial relationships when you share content on Threads. This article explains how to set up a Branded Content tag in the Instagram app and then apply it to a Threads post. You will learn the exact steps to add a paid partnership label and the limitations you should know before posting.

How Branded Content Tools Work Between Instagram and Threads

Instagram’s Branded Content Tools allow you to tag a business partner or sponsor in a post. The tag appears as a “Paid partnership with [Brand Name]” label below your username. This disclosure is required by many countries’ advertising laws and by Instagram’s own policies.

When you create a post on Instagram and enable the Branded Content tag, that same tag is carried over to Threads if you have cross-posting turned on. The Threads post will display the same “Paid partnership” label. You do not need to add the tag again in Threads.

What You Need Before You Start

You need a Creator or Business account on Instagram. Personal accounts cannot use Branded Content tags. You also need a connected Threads account. Cross-posting from Instagram to Threads must be enabled. Finally, you need a sponsor account that has approved the brand partnership with you. The sponsor must have a Business or Creator account as well.

Steps to Tag a Branded Content Post That Appears on Threads

The process starts entirely inside the Instagram app. Follow these steps to create a post with a Branded Content tag that will also show the tag on Threads.

1. Open Instagram and start a new post
   Tap the plus icon at the top of the screen. Select a photo or video from your camera roll or take a new one. Apply any edits or filters you want.
2. Go to the final share screen
   Tap Next twice until you reach the screen where you write a caption, tag people, and add a location. Do not tap Share yet.
3. Tap Advanced Settings
   Scroll to the bottom of the share screen. Tap the link that says Advanced Settings.
4. Turn on Crosspost to Threads
   In Advanced Settings, find the section labeled Crossposting. Toggle on the option “Crosspost to Threads.” This ensures the post appears on both platforms.
5. Go back to the share screen
   Tap the back arrow at the top left of Advanced Settings to return to the main share screen.
6. Tap Tag People
   Below the caption field, tap the option that says Tag People.
7. Select Add Paid Partnership
   On the Tag People screen, tap Add Paid Partnership at the bottom. A search field appears.
8. Search for and select the sponsor account
   Type the name of the brand or business you are partnering with. Tap the correct account from the search results. The sponsor must have already approved the partnership in their own Branded Content settings.
9. Confirm the tag
   Tap Done in the top right corner. The sponsor’s name now appears under the “Paid partnership with” label on the share screen.
10. Share the post
    Tap Share in the top right corner. The post goes live on Instagram and Threads at the same time. The Threads post will display the same “Paid partnership with [Brand Name]” tag below your username.

If you already have a post on Instagram that you want to cross-post to Threads with the Branded Content tag, you cannot add the tag retroactively. You must delete the post and recreate it following the steps above.

Common Issues and Limitations With Branded Content on Threads

Branded Content tag does not appear on Threads

If the tag is missing from your Threads post, check that cross-posting was enabled before you published the Instagram post. You cannot add cross-posting after the post is live. Also confirm that the sponsor account has approved the partnership in their own Branded Content settings. Without approval, the tag may not transfer.

Sponsor account is not showing in the search results

The sponsor must have a Business or Creator account on Instagram. Personal accounts cannot be tagged in a paid partnership. If the sponsor’s account is not appearing, ask them to switch to a Business or Creator account in Settings > Account > Switch to Professional Account.

Threads post shows the tag but the Instagram post does not

This can happen if you edit the Instagram post after publishing to remove the tag. The Threads post will keep the original tag. To fix this, delete the Threads post and repost it manually from the Threads app. However, you cannot add the Branded Content tag manually inside Threads. The only way to include the tag is through the Instagram cross-posting method described above.

Branded Content tag is not available for video posts

Instagram Reels and standard video posts support Branded Content tags. If you are using a different video format such as Instagram Live or a video from a third-party app, the tag may not be available. Stick to standard photo posts or Reels for reliable tag support.

Item	Instagram Branded Content	Threads Branded Content
Tag location	Below username in caption area	Below username in post header
Tag setup	Done in Instagram post composer	Cannot be added directly in Threads
Cross-posting required	No	Yes — post must be cross-posted from Instagram
Sponsor approval	Required before tagging	Same approval carries over
Retroactive tagging	Not possible after post is live	Not possible on either platform

Now you can use Instagram’s Branded Content Tools to disclose paid partnerships on Threads posts. The key step is to enable cross-posting and add the tag before publishing from Instagram. Remember that you cannot add the tag directly in the Threads app. If you need to change the sponsor after posting, delete the post and start over. For ongoing partnerships, ask your sponsor to approve the partnership in their Branded Content settings so the tag works every time.