Observed Signal · Nov 14, 2024 · Policy Update · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
Threads drops Instagram Graph Import feature
A Meta-owned Threads update removes the Instagram Graph Import, causing follow suggestions from Instagram to no longer be shown. The change is aimed at giving Threads a more independent user experience, with new signups less aware of its Instagram link. Threads has grown to over 275 million monthly active users, up from about 200 million in the summer. The article notes potential future advertising on Threads, with ads planned for 2025 and discussions on a possible January start. Creators can continue using cross-platform integrations for limited actions, such as creating a Thread from an Instagram comment, and Threads now allows up to 20 visuals in Carousel posts. Instagram CEO Adam Mosseri indicated the Graph Import linkage has been paused, a move that coincides with increased user activity on Threads.
Policy update on cross-app data integration by Meta; notable for ad ecosystem and future platform developments.
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Key Takeaways & Evidence Grounding
- Threads removed Instagram Graph Import, eliminating Instagram follow recommendations.
- Threads aims for a more independent experience; new signups perceive a weaker link to Instagram.
- Threads has over 275 million monthly active users, up from approximately 200 million in summer.
- Ads on Threads are planned for 2025, with a potential start in January.
- Instagram Graph Import pause is associated with increased Threads usage, per Instagram CEO Adam Mosseri.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Threads Boosts Engagement with Direct Instagram Story Sharing
Meta has added a feature to Threads that allows users to share a Threads post directly to their Instagram Story without leaving the Threads app, previewing the Story view inside Threads. The update, announced Feb. 20, 2026, builds on existing cross-posting tools (to Instagram Feed and DMs) and deep integration between Threads and Instagram. Threads, launched in July 2023 and tied to Instagram sign-in, has grown rapidly — doubling monthly active users from 200M in August 2024 to 400M by August 2025 — and Meta previously reported Threads reached 150M daily active users. Market data from Similarweb cited in the report indicates Threads now sees more daily mobile usage than X, though X still leads on web usage.
Instagram tests Threads sticker for Stories sharing
Instagram is testing a new Threads sticker that allows users to share Threads posts directly into Instagram Stories, without switching apps. The feature, spotted by industry observers, shows a selection of own, saved, and liked Threads posts when chosen. This aims to increase reach for Threads content and drive more Instagram users to the sister app. Currently, sharing is possible from Threads to Stories, but the new sticker simplifies the process from the Instagram side. Meta stands to benefit from cross-pollination between its platforms. Threads has seen significant growth, with 141.5 million daily active users in January, surpassing X, and reaching 500 million monthly active users in June.
Google launches unified agentic AI for Gemini
At a Google Cloud event on Thursday, Google announced it is bringing agentic AI to its Gemini assistant, launching a unified agent that can autonomously plan and execute tasks on behalf of users. Aimed initially at businesses, the agent can connect to internal systems and external tools, use custom skills, and even choose from third-party models like Anthropic's Claude. It will have its own Workspace account with an email address, and will write its own audit trail. Early testers include On, Shopify, and PayPal. Gemini has over 1 billion monthly active users, and nearly 90% of Fortune 100 companies use Gemini Enterprise.
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