Threads is conducting global testing for cross-posting functionality from Instagram

Meta’s latest experiment aims to boost engagement on its Threads platform by facilitating cross-posting from Instagram. Users are being offered an easy toggle option to share their Instagram posts directly to Threads, providing a seamless way to extend their content reach.

The feature, currently undergoing a global test, allows users to opt-in to cross-posting from Instagram to Threads. While only images can be cross-posted at the moment, Meta may expand this functionality in the future to include other types of content, such as Reels.

This move aligns with Meta’s broader strategy of integrating its platforms and encouraging cross-platform usage. By leveraging the popularity of Instagram and its emphasis on visual content, Threads could serve as a complementary platform for users to showcase their photography and connect with their audience in a more focused environment.

Meta emphasizes that the cross-posting feature is opt-in, giving users control over their content distribution. Captions from Instagram posts are automatically converted into text for Threads, ensuring a seamless transition between platforms.

In addition to the cross-posting experiment, Meta is actively promoting Threads through various channels, including Facebook and Instagram. The company has also introduced a creator bonus program on Threads to incentivize high-profile accounts to engage with the platform, aiming to further stimulate growth and user engagement.

With Threads recently surpassing 150 million monthly active users, Meta is doubling down on efforts to establish the platform as a key player in the social media landscape, offering users new ways to connect and share content across its ecosystem.