Meta faces backlash for cross-posting Threads content to Facebook and Instagram

WEB DESK: In a bid to enhance engagement on its social app Threads, Meta has implemented a controversial strategy of automatically cross-posting Threads content onto users’ Facebook and Instagram feeds, a move that has drawn criticism from some Threads users who value the app’s more intimate and private nature.

Threads was originally conceived as an alternative platform to share personal updates, photos, and videos with close friends and family, distinguishing itself from the broader Facebook and Instagram platforms.

However, despite an initial surge in signups that pushed its user base to 100 million within months of its launch, user engagement on Threads began to decline, as reported by analytics firm SimilarWeb.

In an effort to rekindle growth, Meta has been steadily introducing new features, such as editing and search capabilities for Threads, over the past year. One of the recent tactics has been repurposing Threads content on Facebook and Instagram feeds, a move that has led to increased downloads, according to Insider. Nevertheless, it has not been without its detractors.

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In response to user concerns, Meta stated, “We’ve launched an update to make it easier for people to see the latest content from Threads directly on Facebook and Instagram. But we’re listening to feedback like yours as we continue to build on this.”

Some users expressed their discontent on social media, with one tagging Instagram’s head, Adam Mosseri, saying, “Showing my Threads on Facebook might be a deal breaker and it makes me sad @Mosseri.”

Meta has a history of leveraging its family of apps to promote new features and products. For instance, Instagram Reels have regularly appeared in Facebook feeds despite complaints, and businesses can advertise through WhatsApp, which is part of the Facebook ecosystem.

However, the automatic exposure of potentially private content to a wider audience has raised new concerns for the company, particularly in a climate where data privacy issues are already a major focus. The strategy could risk alienating users who initially joined Threads with the expectation of a more private social space.

Meta faces the challenge of increasing Threads usage while upholding user trust. Feedback so far indicates that cross-posting intimate Threads content to Facebook without prior consent may not be the ideal approach.