Meta is testing a new feature for posting Instagram Reels on Threads

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Since its inception, Meta’s Threads has been exploring ways to capitalize on the network effects of its other social platforms Facebook and Instagram. One of the latest experiments involves allowing users to share Instagram Reels directly to Threads. App researcher Alessandro Paluzzi discovered a new feature in the compose box of Threads that enables users to select Reels from their Instagram account and post them on Threads. Meta has confirmed that this feature is currently being tested.

When users tap on the Instagram button in the compose box on Threads, they will see a grid displaying their Instagram posts and Reels. From there, they can choose the Reels they wish to share on Threads. This new option is expected to simplify the process for users who already share their Instagram content on Threads to increase their follower count and engagement.

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Earlier this year, Meta began testing a feature that automatically cross-posts content from Instagram to Threads, a move that aligns with its strategy to integrate its social networks. Furthermore, Meta has previously experimented with showcasing carousels of Threads posts on Facebook and Instagram to expand the reach of the platform and attract more users. However, some users expressed discomfort with their posts being recommended to others, prompting Meta to introduce an opt-out option for the recommendation program.

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