Meta's Instagram Experiments: Cross-Posting to Threads and Unskippable Ads

Meta, the parent company of Instagram, is currently testing two significant features that could reshape user experience on the popular social media platform.

Cross-Posting from Instagram to Threads

In a move to boost engagement on its newer platform Threads, Meta is globally testing a feature that allows users to cross-post their Instagram content directly to Threads. This integration, currently available to a limited number of iOS users, offers flexibility in sharing:

• Users can share individual posts or enable automatic cross-posting for all content
• The feature is opt-in, allowing users to maintain control over their sharing preferences
• Currently, the cross-posting appears to be limited to images, excluding Reels

This test aims to streamline content sharing between Meta's platforms, potentially increasing Threads' user activity and content diversity.

Unskippable Ads on Instagram

In a more controversial move, Meta is also testing unskippable ads on Instagram. This new ad format:

• Forces users to watch a timed ad before continuing to scroll
• Displays a popup informing users they're seeing an ad break
• May last between 5-10 seconds, during which the app becomes temporarily unusable

This test reflects a broader trend in social media and streaming services, where companies are exploring ways to maximize ad revenue as user growth plateaus. Similar strategies have been observed with Netflix, Max, Prime Video, and YouTube recently implementing stricter ad policies or cracking down on ad blockers.

Implications for Users and Advertisers

These tests highlight Meta's dual focus on:

1. Enhancing cross-platform integration to boost engagement across its ecosystem
2. Increasing ad effectiveness and revenue per user

While the cross-posting feature may be welcomed by content creators looking to expand their reach, the unskippable ads could face significant user backlash. Meta's challenge will be balancing advertiser value with user experience to prevent potential user exodus.

As these features are still in testing, their full implementation and long-term impact remain to be seen. Users and industry observers will be watching closely to see how Meta navigates these changes and responds to feedback.