Meta is intensifying its growth-hacking efforts for Threads, a Twitter competitor, in a bid to enhance user engagement. The social network is promoting its latest app by automatically cross-posting Threads posts to users’ Facebook feeds, as confirmed by the company on Monday.
This strategy is consistent with Meta’s approach of using the Facebook feed to promote new features, including those from its other apps. For instance, the company has integrated Instagram Reels into recommendations on Facebook’s feed for some time, and it allows businesses on WhatsApp to purchase ads appearing in Facebook feeds. However, unlike those initiatives, the promotion of Threads posts on Facebook does not appear to offer an opt-out feature.
In response to a Threads user’s inquiry about keeping their posts off of Facebook, Meta stated, “We’ve launched an update to make it easier for people to see the latest content from Threads directly on Facebook and Instagram… But we’re listening to feedback like yours as we continue to build on this.”
Although Meta had begun testing the promotion of Threads posts on Instagram in August, the decision to place posts on Facebook without providing an opt-out option has raised some concerns. Users have pointed out that they use Threads differently from Facebook and may not want their Threads posts shared with their Facebook friends.
Meta has not yet provided detailed information on how it recommends Threads posts and whether it plans to allow users to opt out of this sharing. However, the company had previously hinted at using its larger apps to bolster Threads’ growth. Mark Zuckerberg mentioned that Threads had achieved significant growth primarily through organic demand, even though the company had not heavily promoted it at that time.
Threads initially experienced rapid growth but saw a decline in engagement shortly after. Recent reports suggest a resurgence in activity and an increase in downloads. Still, analytics from SimilarWeb indicate that Threads has ground to cover, especially in the U.S., where usage on Android in September was down by 40% compared to July. In response, Meta is introducing new features like post editing and keyword search to boost Threads’ growth, despite the controversy surrounding its promotional tactics.
