Meta is continually exploring ways to enhance engagement on Threads, a platform that experienced an initial surge in excitement and installations but has seen declining activity over time. In their most recent experiment, the company has introduced a carousel of recommended Threads posts within the Instagram app.
Instagram users around the world have observed the appearance of a “For you on Threads” carousel, accompanied by a button that allows direct access to the Threads app on your mobile device. Meta has confirmed this test, as mentioned in a statement to TechCrunch.
https://twitter.com/niekhilwad/status/1697161163161874872?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1697161163161874872%7Ctwgr%5E78d3e2d52f7a783e516da70f98f2cff9bd276fe6%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Ftechcrunch.com%2F2023%2F08%2F31%2Fmeta-is-now-showing-a-carousel-of-suggested-threads-on-instagram-to-bump-up-engagement%2F
Threads usage dropped to new lows?
Zuck just got Adam to turn the Instagram > Threads growth tap on again
Meta is now pushing Recommended Threads amongst Instagram feed posts
h/t @mattstasoff pic.twitter.com/KzCHGiW0my
— Matt Navarra – Exiting X… Follow me on Threads (@MattNavarra) August 31, 2023
Instagram shows Threads content on the home tab now 👀 pic.twitter.com/XHQpMZ7fVB
— ㆅ (@howfxr) August 31, 2023
A spokesperson for Meta stated, “Since Threads’ launch, we have introduced several new features to the app, and we are now making it more convenient for users to discover the latest Threads content directly within Instagram.”
Earlier this month, Meta introduced a “Send to Instagram DM” button on Threads, enabling users to share posts directly with their friends on Instagram.
Additionally, Meta recently unveiled Threads on the web, although some features, such as post quoting, are still missing. This launch was highly anticipated and aimed to encourage frequent posters to be more active from their desktops. Data from analytics firm Similar web suggests that, thus far, this move hasn’t significantly increased user numbers. Following the launch, week-over-week user gains in the U.S. (+133,400) were larger than the decline in active app users (-82,400). However, this could be attributed to existing users shifting from mobile to desktop.
As reported earlier this month by Reuters, Chief Product Officer Chris Cox mentioned during an internal company town hall that, to address declining engagement on Threads, Meta would implement “retention-driving hooks,” including ensuring that Instagram users can easily access important Threads content. The introduction of the new carousel feature on Instagram appears to align with this strategy.
Furthermore, Meta has initiated testing in Australia and New Zealand to enable users to search for posts on Threads. The company intends to make this search feature available in English-speaking countries in the near future.
