Since Threads is available in the United States and Europe, Meta has been doing its utmost to help its social network reach new heights in terms of popularity. The problem is that Threads (which attracts a lot of people) cannot hurt the competition. X still remains powerful, which is starting to annoy Mark Zuckerberg and the rest of the Meta management team. One of the company’s latest ideas is to increase the amount of content available on Threads by (once again) leveraging the connection between Instagram and Threads.
Post a Reels on Instagram = an automatic post on Threads
Meta is exploring new connections between Instagram and Threads by currently testing an automatic sharing feature from Instagram Reels to Threads. This initiative aims to strengthen the content available on Threads, in hopes of competing with X, which continues to dominate the field in the amount of new content.
The discovery was made by researcher Alessandro Paluzzi, who identified this functionality by analyzing the code of the Threads application. According to Paluzzi, an option in the Threads publishing interface would soon allow you to select Instagram Reels to share directly on Threads.
Meta confirmed to TechCrunch that it is testing this functionality internally with potentially a progressive deployment to come if the test period is conclusive. Using Instagram to drive Threads’ growth is nothing new, Meta had already introduced automatic cross-posting from Instagram to Threads earlier this year, a feature used by millions of users.
The approach isn’t surprising, as many creators already manually post their Instagram Reels to Threads to maximize engagement and grow their follower base. Offering automation and a shortcut from Threads seems like a logical next step for Meta in its effort to boost visibility of Threads.
Last year, Meta also introduced Threads post carousels on Instagram and Facebook, allowing users to access Threads content through those networks. This approach made it possible to make many inactive users suddenly active on Threads with a single click.
With this new test, Meta continues to strengthen the integration between its platforms, making the ecosystem more fluid for its users and facilitating cross-platform content creation.