Meta is testing cross-posts from Facebook to Threads

Despite quickly amassing more than 100 million users, Meta’s Threads hasn’t exactly broken through to the zeitgeist the way its main rival, X/Twitter, did. It’s arguably still awaiting its plane-on-the-Hudson moment. Nevertheless, Meta is doing what it can to bring attention to and keep eyes on the text-based platform, including by displaying popular threads on Facebook and Instagram.

Its latest test is out of a previous playbook too. The company is toying with letting users cross post from Facebook to Threads with ease. That could eventually make it easier for heavy Facebook users and/or content creators to share their thoughts, videos and photos on Threads without much more effort. As it stands, some users can share text and link posts from Facebook to Threads. There’s no guarantee that Meta will deploy the feature in the long term or expand it to include images.

It makes sense for Meta to at least try this. Users have long been able to post stories and Reels to Facebook and Instagram simultaneously, so adding Threads to the mix is a logical step. Meta confirmed to TechCrunch that it’s running the test, which is limited to iOS and isn’t available in the EU.

The opt-in approach is far more sensible than automatically sharing a user’s Threads posts on Facebook, which Meta was doing for a while to boost awareness of the former. People often have different identities on Facebook and Instagram/Threads, even if they’re tied to the same account. They might not want a highly political Threads post or dirty joke to show up in their friends’ and family’s Facebook feeds. At least this way they’ll have the option to share a post on both platforms.