Meta is testing a feature that will let users crosspost from Facebook to Threads, using the same functionality that was designed for Facebook to Instagram crossposting.

A limited test has been initiated across iOS, reported Tech Crunch, which will allow users to share text and link posts from Facebook to Threads. However, the test doesn’t include any countries inside the European Union.

If rolled out, it will give users with Threads accounts an easy way to post more content with less hassle, and could help to bring new ideas to the platform as it tries to embed itself in our social media mindset. However, there could be drawbacks too – as we’ll discuss later.

It’ll also give Threads a boost as it’ll embed the new app within the wider Meta ecosystem and make it easier for Facebook’s 4 billion-ish users to publish the same post across multiple platforms. 

Positives… and negatives

For brands, the feature could help streamline posting photos and links across multiple platforms while ensuring Threads accounts are kept up-to-date and alive with fresh content.

One issue that could arise due to crossposting is that brands may like to keep a different persona across different social media networks. For example, they could use a Threads account as they’d use Twitter – to connect with an audience in a more informal way. Crossposting threatens that, as it forces a brand to have the same voice across three different platforms.

How crossposting works at Meta

Meta already allows crossposting from Facebook to Instagram, a move which has saved marketers around the globe considerable time and effort, while Threads was deeply integrated with Instagram from its launch.

New Threads accounts were automatically connected with accounts on Instagram, which helped it to score 100 million users within five days of its launch. Popular Threads are now displayed on Facebook and Instagram, which keeps them in the eyeline of people who haven’t yet opened a Threads account.

What are the benefits of crossposting?

Despite some areas for caution, there are also benefits associated with crossposting. It allows brands to increase reach by engaging with audiences across multiple platforms and crossposting makes it simple to publish content on multiple sites.

The set-up process

To take advantage of the feature, you’ll need to make sure you have an Instagram and Facebook account and then connect the two of them.

To connect via Facebook, follow these steps:

1. Go to your Pages tab.
2. Select the account you want to connect.
3. Select Page settings.
4. Scroll down and select Instagram.
5. Select Connect account. Make sure to toggle Allow access to Instagram messages in Inbox on or off depending on the access you’d like to grant Page admins.
6. Enter your Instagram account’s Username and Password, and select Log in. If the Instagram account is not a business account, a prompt to convert the personal account will appear. The Instagram profile login information must be known to complete the set-up.
7. To disconnect, follow the same steps.

To change crossposting settings, do the following.

1. Open the Instagram app on your phone.
2. Tap your Profile photo to go to your profile, then tap the menu icon in the upper right corner.
3. Tap Settings and privacy, then Account Centre, then Connected experiences, then Sharing across profiles.
4. Select the Instagram account that you want to share from.
5. Select the Facebook account that you want to share content to.
6. Toggle on to automatically share Your Instagram Story, Instagram Posts and/or Instagram Reels. These toggles can be edited at any time.

Facebook is also testing AI features

Facebook is also testing a feature that lets users write posts with the help of AI. Researcher Ljiljana Grujicic revealed that Meta’s AI can help users by serving up a variety of suggested posts based on manual inputs such as ‘make it exciting’. 

However, there’s not much more known about it at this stage.