Meta is aggressively promoting Threads, its direct competitor to Twitter/X. Meta’s latest tactic involves cross-posting Threads content directly into users’ Facebook feeds, a move reminiscent of its previous strategies to boost its apps’ visibility.
Reports indicate that Meta has been testing Threads promotions on Instagram since August. Unlike previous promotions, this one doesn’t appear to have a clear opt-out mechanism, raising concerns among users about privacy and choice. Meta defended its actions, stating, “We’ve rolled out updates to make it easier for people to view fresh content from Threads directly on Facebook and Instagram. But we’re listening to feedback because we’re still working on it.”
Initially, Threads experienced rapid growth, amassing 100 million followers swiftly, which Meta attributed to organic demand. However, this growth waned, leading Meta to employ more aggressive promotional tactics. Despite earlier declines in user activity, recent weeks have seen Threads picking up momentum, with increased downloads and a more responsive service reported by users.
Meta’s decision to intertwine Threads with its larger social networks raises questions about user autonomy and privacy. As the company continues to navigate the delicate balance between promotion and user experience, many are closely watching how Meta responds to user concerns and adapts its promotion strategies to ensure a positive user environment while promoting its services.
