Cross-posting from Facebook to Threads is being tested by Meta

Though it has rapidly accumulated over 100 million members, Meta’s Threads hasn’t quite captured the public imagination in the same way as X/Twitter, its primary competitor, has. One could argue that it’s still waiting for its Hudson River plane moment. Nevertheless, Meta is making every effort to draw attention to and maintain interest in the text-based network, one of its many strategies being the display of trending threads on Facebook and Instagram.

Its most recent test also comes from an earlier playbook. The company is experimenting with making it easy for users to cross-post from Facebook to Threads. In the long run, this might make it simpler for frequent Facebook users and/or content producers to post their ideas, films, and images on Threads with little additional work. Currently, certain users can link posts from Facebook to Threads and exchange text. There’s no assurance that Meta will extend the feature to include photos or implement it over the long run.

Meta ought to give this at least a go. Since users can already upload Reels and stories to Facebook and Instagram at the same time, it makes sense to incorporate Threads into the mix. TechCrunch was informed by Meta that the test, which is exclusive to iOS and not available in the EU, is now in progress.

Instead of automatically posting a user’s Threads posts on Facebook, as Meta was doing for some time to increase awareness of the former, the opt-in method makes much more sense. On Facebook, Instagram, and Threads, people frequently have distinct personas even though they are linked to the same account. They might not want a crude joke or strongly political Threads post to appear in the Facebook feeds of their loved ones. They will be able to share a post on both platforms, at least in this way.