Meta is exploring a new strategy to boost growth on Threads by testing an option for users to create an account using their Facebook profile. This feature, currently in limited testing, could allow the company to tap into Facebook’s considerably larger user base, expanding Threads’ reach beyond its original Instagram-linked audience.
Under the new system, users can set up Threads accounts directly via their Facebook profiles, simplifying account creation and content recommendation. According to Meta, linking a Facebook profile enables features like shared login credentials across Threads and Facebook, along with combined data usage for content suggestions and advertising. Ads shown in Threads will reflect users’ activity on Facebook, with profile data and app engagement across both platforms contributing to personalized recommendations.
This marks a shift in Threads’ onboarding strategy. Initially, the platform relied on Instagram connections to populate feeds and accelerate user adoption. However, Instagram head Adam Mosseri previously noted that users tended to prefer building distinct networks within Threads rather than importing their Instagram social graphs. Consequently, the company phased out Instagram-based prompts during sign-up.
While Threads continues to encourage organic network formation, Meta appears to view Facebook-based onboarding as a potential growth lever. With Facebook’s user base reportedly exceeding Instagram’s by around one billion, this approach could introduce Threads to a wider demographic less active on Instagram.
As of April 2025, Threads had amassed 350 million active users and was narrowing the gap with X (formerly Twitter), which leads with approximately 600 million users. Data from Similarweb indicates Threads is close to matching X in mobile daily active users.
The Facebook sign-up option remains in testing and has not yet rolled out universally, although some users can already join Threads without needing an Instagram account.
