Meta Pushes Cross-Promotion Between Threads and Instagram

Meta is testing a new feature on Threads designed to encourage greater visibility for posts by prompting users to share their content directly to Instagram Stories. The update appears for some users as a suggestion to “get more eyes on your posts,” nudging them toward wider distribution across Meta’s ecosystem. Given the hevay focus that both have gotten in recent weeks, such as the launch of new ad options on Threads and improved content discovery on Instagram, this linking was likely in the works for quite a while.

Cross-posting is already a familiar feature across the Meta family, with content frequently shared between Facebook and Instagram – with WhatsApp also seeing expanded cross-posting capabilities in recent months.

This new Threads-to-Instagram prompt follows the same strategy: using one app’s reach to boost another’s visibility. While some content creators may question whether text-based posts from Threads are well-suited for Instagram Stories — a format typically dominated by visual content — the move is clearly aimed at broadening engagement and drawing more attention to Threads.

By prompting users to share Threads content more widely, Meta is positioning this feature as both a growth mechanism and a way to deepen platform interdependence – even if the benefits of cross-posting for content engagement remain mixed depending on the format.