Meta Platforms is doubling down on growth for Threads, rolling out a new feature designed to tap directly into the massive reach of Instagram.
The company announced a streamlined sharing update that allows users to post Threads content directly to their Instagram Stories, without ever leaving the Threads app. Instead of switching apps, users can now preview how their Threads post will appear on their Story from within Threads itself before publishing.
Previously, users could already share Threads posts to Instagram Stories in a similar way to reposting Instagram content. Threads also supported sharing to Instagram Feed and direct messages. However, the new in-app preview removes friction from the process, making cross-posting faster and more seamless.
This move is strategic.
Instagram’s user base significantly outweighs Threads’ current numbers. By making it easier to showcase Threads posts inside Instagram Stories, one of Instagram’s most highly engaged surfaces, Meta increases the likelihood of discovery and user migration.
Every shared post becomes a built-in promotion for Threads.
Since launching in July 2023, Threads has leaned heavily on Instagram’s infrastructure for rapid adoption. Users were required to sign up using their Instagram credentials, instantly transferring profile details like usernames, bios, profile photos, verification status, and followers.
With a single tap, users could follow the same accounts they already followed on Instagram. If those accounts hadn’t yet joined Threads, they would receive notifications that someone had added them, creating viral momentum from the start.
That built-in distribution engine allowed Threads to scale faster than most social media launches in history.
Meta has continued to use its broader platform ecosystem to fuel Threads’ expansion. Popular Threads posts are surfaced inside Facebook feeds. Instagram users see Threads carousels within their app experience. Cross-posting between Instagram, Facebook, and Threads has also been simplified.
This ecosystem-driven growth strategy appears to be working.
According to data from market intelligence firm Similarweb, Threads recently surpassed X (formerly known as Twitter) in daily mobile usage. While X still dominates web traffic, Threads is gaining ground rapidly on mobile devices, where the majority of social engagement now occurs.
Related: Threads Adds Reply Approvals and New Activity Filters
Threads’ momentum is measurable:
- August 2024: 200 million monthly active users
- August 2025: 400 million monthly active users
- October 2025: 150 million daily active users
The platform has effectively doubled its monthly user base within a year.
By tightening integration with Instagram Stories, one of the most visible and interactive features on social media, Meta is signaling that it intends to keep that growth curve climbing.
If adoption continues at this pace, Threads could soon solidify its position as the leading alternative in the text-first social networking space.
