Tech giant Meta Platforms Inc. META is continuing its efforts to integrate its social media platforms by testing a feature that allows users to share Instagram Reels directly into threads.

This move is part of Meta's broader strategy to leverage the reach of its social networks to boost engagement in threads.

TechCrunch reported that app researchers Alessandro Paluzzi spotted the feature in development and showed that the thread compose field now includes an option to share Reels from a user's Instagram account.

Also read: TikTok is sued: 13 states and DC accuse Chinese platform of “increasing corporate profits” through social media addiction.

The Instagram button in Threads presents a grid of the user's posts and Reels and allows them to select the content they want to share in threads.

Many users are familiar with the ability to post Instagram content in threads, as cross-posting between platforms is already a popular practice.

The upcoming feature simplifies this process by making content sharing more accessible and streamlined. The aim is to increase user engagement and improve content visibility on both platforms.

Meta has been experimenting with cross-platform integration for some time. To further increase the visibility of Threads posts, Meta introduced a carousel ad on Instagram and Facebook. However, the company faced criticism from some users who objected to their content being recommended to users on other platforms.

In response, Meta has introduced an opt-out option for those who do not wish to participate in this referral system.

Last month at the annual Meta Connect event, Meta Platforms' Zuckerberg introduced the tool, which uses AI to sync Reels into different languages, including automatic lip sync.

Although Meta hasn't given a specific timeline for the launch of this feature, it has revealed that the tool will initially be available for “some creators' videos” in English and Spanish in the US and Latin America.

Price promotion: META shares were down 0.04% at $592.67 during the pre-market session at last check on Wednesday.

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