Instagram parent Meta Platforms, Inc
Meta's latest experiment displays a carousel of recommended Threads posts directly within the Instagram app.
Instagram now presents a carousel labeled "For you on Threads," accompanied by a button that opens the Threads app directly on users' phones, TechCrunch reports.
Earlier this month, Meta introduced a "Send to Instagram DM" button on Threads, allowing users to share posts directly with friends on Instagram.
Last week, Meta officially launched Threads on the web to encourage more active posting from desktops, but data from analytics firm Similarweb indicates that the shift failed to yield results.
Although there was a week-over-week increase in users in the U.S. (+133,400), the dip in active app users (-82,400) might reflect existing users transitioning from mobile to desktop.
According to an internal company town hall, Chief Product Officer Chris Cox discussed strategies to counteract Threads' user base decline.
The company planned to introduce "retention-driving hooks," including the ability for Instagram app users to access essential Threads content. The new carousel on Instagram appears to be a part of this strategy.
Additionally, Meta has begun testing a feature in Australia and New Zealand that allows users to search for Threads posts.
The company intends to make this search functionality available in English-speaking countries shortly.
The Facebook parent, who battled stiff competition from TikTok and struggled with its metaverse ambitions, emerged as an AI favorite courtesy of its open-source AI model releases.
Price Action: META shares are trading higher by 0.10% at $296.18 on the last check Friday.
