Threads Simplifies Cross-Posting With New Instagram Stories Sharing Feature

Meta’s Threads has rolled out a streamlined feature that allows users to share posts directly to Instagram Stories without ever leaving the Threads app. With a single tap on the share button of any public post, the content is automatically formatted into a full-screen Stories frame, making cross-posting faster and more convenient than before.

A Push for Cross-Platform Integration

This update aligns with Meta’s broader strategy to drive more content across its platforms. The company has previously prompted Threads users to re-share their posts to Instagram Stories through full-screen pop-ups, appearing every other time a Thread is published. These prompts highlight the potential for greater engagement, encouraging users to funnel content through to Stories and, in turn, generate more visibility for Threads itself.

What This Means for Brands and Creators

While the feature adds undeniable convenience, it comes with trade-offs. Since posts are shared directly from Threads, users cannot edit the content before it appears on Instagram, leaving it in a fairly plain, template-style format. Those who prefer a more polished look must still head into the Instagram app to add stickers or effects before posting. Additionally, brands and creators who maintain audiences on both platforms risk showing the same content to followers twice, which could feel repetitive. Experts suggest saving Story re-shares for top-performing Threads posts to maximise impact while avoiding content fatigue across audiences.

Overall, the update reflects Meta’s continued effort to tighten the connection between Threads and Instagram, though whether it benefits audiences as much as it benefits Meta remains debatable.