Meta is continuously experimenting with features to bump up engagement on Threads, which has fallen off after the initial rush of excitement and installs. In the latest test, the company is showing a carousel of suggested Threads posts on the Instagram app.
Meta confirmed this test to TechCrunch in a comment.
“We have added a number of new features to the app since launch, and are now making it easier for people to see the latest content from Threads directly on Instagram,” a company spokesperson said.
Earlier this month, Meta added a “Send to Instagram DM” button on Threads to directly share posts with your friends on Instagram.
Last week, Meta officially introduced Threads on the web with features like the ability to quote posts still missing. This was a highly anticipated launch to encourage frequent posters to be more active from their desktop. Data from analytics company Similarweb suggests that until now, that move hasn’t brought in a ton of users. After the launch, week-over-week user gains in the U.S. (+133,400) were larger than the dip in active app users (-82,400), but this could be a result of existing users switching from mobile to desktop.
As Reuters reported earlier in the month, in an internal company town hall, Chief Product Officer Chris Cox said that to battle falling numbers on Threads, the company would add “retention-driving hooks” such as “making sure people who are on the Instagram app can see important Threads.” The new carousel on Instagram seems to be part of that plan.
Earlier today, Meta also started testing a feature in Australia and New Zealand to let people search for posts on Threads. The company said it plans to make the search available in English-speaking countries soon.