On its launch last July, Threads amassed 40 million installs within 24 hours and 100 million users in just a week. However, in August, the app experienced a decline in its user engagement by 80 percent. From 44 million daily users during its peak, it dwindled to 8 million daily users due to limited functionality. According to a report by SimilarWeb, September usage for Threads on Android devices was down 40% from its July data.

Now, Meta is promoting Threads posts on Facebook to boost engagement on the app. 

Facebook users can now see Threads posts

Social media consultant Matt Navarra posted a screenshot of Facebook News Feed where Threads posts are seen on top called “For You on Threads.” Meta started bumping up Threads engagement on Instagram last August. This move is not too surprising since Meta is known for promoting new features to Facebook, including features from other apps. For instance, Instagram Reels are inserted into Facebook. 

“We’ve launched an update to make it easier for people to see the latest content from Threads directly on Facebook and Instagram,” Threads wrote.

No way to opt out 

Users have noticed that there is no opt-out feature for this new update. Some users said their audience on the app and on Facebook/Instagram are different. Others also pointed out that cross-posting is okay as long as there is an option where you can choose not to post your threads on Facebook. Privacy is also another concern of most users, as they don’t want their Threads posts randomly showing up on their Facebook friend’s news feeds. 

“We’re listening to feedback like yours as we continue to build on this,” Threads responded.