Meta experiments with cross-posting from Facebook to its Twitter/X competitor, Threads

Meta, the parent company of Facebook, is testing a new cross-posting feature that would allow users to post content from Facebook to Threads, Meta’s messaging app. The feature, currently limited to iOS and excluding the EU, enables users to share text and link posts from Facebook directly to Threads.

This cross-posting capability could benefit content creators by streamlining the process of sharing content across platforms, eliminating the need to post separately on both Facebook and Threads. Additionally, integrating Threads more closely with Meta’s broader app ecosystem may boost the app’s popularity if the feature is rolled out widely.

Meta has previously implemented cross-posting features between Facebook and Instagram, and last year launched Threads, leveraging its existing social networks to rapidly expand the new service’s user base. Threads initially connected new users with their Instagram contacts, leading to rapid growth and reaching over 100 million users within five days of its launch. As of Meta’s latest quarterly report, Threads has amassed more than 130 million monthly active users, partly due to its promotion within the main feeds of Facebook and Instagram.

The recent test of the Facebook cross-posting feature, spotted on Facebook’s iOS app, allows users to share content seamlessly between Facebook and Threads. However, some users have raised concerns about the lack of account information or flags indicating that the post was cross-posted. This could be particularly problematic for users who maintain different personas or levels of anonymity across platforms.

Threads has previously experimented with cross-posting, which led to user dissatisfaction when posts were automatically shared on Facebook and Instagram without their consent. In response to feedback, Meta introduced an option for users to disable automatic sharing, addressing the issue.

In addition to cross-posting, Facebook is testing other new features. Grujicic shared a photo on LinkedIn showing a test of a “Write with AI” writing assistant, suggesting that Facebook is exploring ways to assist users in crafting their posts using artificial intelligence technology.