Meta has introduced a new feature that allows users of Threads to share posts directly to their Instagram Stories without switching apps. Instead of jumping into Instagram to preview the post, users can now see how it will appear on their Story from within Threads itself.
The app already allowed resharing Threads posts to Instagram Stories, Feed and DMs. What changes now is friction. By removing extra steps, Meta is making cross-posting faster and more intuitive — particularly for creators and highly active users who move frequently between platforms.
Given Instagram’s significantly larger user base, even a modest increase in cross-sharing could expose Threads content to millions of additional users daily. It is a practical, distribution-focused update rather than a flashy feature launch.
Growth strategy built on ecosystem leverage
Since launching in July 2023, Threads has leaned heavily on Instagram to scale. Users sign up using their Instagram credentials, automatically importing profile details, followers and verification status. With a single tap, they can follow the same accounts they already follow on Instagram.
Meta has continued to promote Threads across its broader ecosystem, including surfacing popular Threads posts on Facebook and integrating Threads carousels inside Instagram. Cross-posting tools between platforms have further boosted visibility.
The results are measurable. Monthly active users doubled from 200 million in August 2024 to 400 million by August 2025. The company also revealed in October that Threads reached 150 million daily active users. According to Similarweb, Threads now sees more daily mobile usage than X, though X still leads on web traffic.
The latest update fits that broader pattern. Rather than reinventing the product, Meta is refining distribution. If Instagram remains the funnel, Threads could continue converting visibility into sustained growth.
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