Despite rapid accumulation over 100 million users, Meta's Threads hasn't exactly broken through the zeitgeist like its main rival, X/Twitter, has. He is probably still waiting for his plane moment on the Hudson. Still, Meta does what it can to attract attention and keep tabs on the text-based platform, including posting popular threads on Facebook and Instagram.
His latest test also came from a previous playbook. The company plans to allow users to easily post from Facebook to Threads. This could potentially make it easier for heavy Facebook users and/or content creators to share their thoughts, videos, and photos on Threads without much effort. As it stands, some users can share text and link posts from Facebook to Threads. There is no guarantee that Meta will roll out the feature in the long term or expand it to include images.
It makes sense that Meta would at least try this. Users can for a long time publish stories and reels on Facebook and Instagram simultaneously, so adding Threads to the mix is a logical step. Meta confirmed to TechCrunch that it runs the test, which is limited to iOS and is not available in the EU.
The opt-in approach is much smarter than automatically sharing a user's Threads posts on Facebook, what Meta has been doing for a while to increase the notoriety of the first. People often have different identities on Facebook and Instagram/Threads, even if they are linked to the same account. They may not want a highly political post or dirty joke appearing in their friends and family's Facebook feeds. At least this way they will have the option to share a post on both platforms.