Threads is Meta's separate app for short text posts, built by the Instagram team and launched in July 2023. It isn't part of Facebook, but you see it there for two reasons: Meta recommends eligible Threads posts to people on Facebook and Instagram, and businesses can cross-post from Facebook to Threads in Meta Business Suite.
Every rule on this page comes from Meta's own Newsroom posts and Business Help Center pages, read as of October 2026. Meta rolls Threads features out gradually, so if something below isn't on your screen yet, it may still be on its way to your account.
The detail most people miss: you don't sign up for Threads with your Facebook account. Meta built Threads to log in with your Instagram account, and your Instagram username and verification carry over. Facebook is where Threads posts get shown and shared, not where your Threads profile lives.
Why Threads posts appear on Facebook
If a post marked with the Threads logo has turned up in your Facebook feed, nothing is wrong with your account. In July 2025 Meta said that eligible posts from creators on Threads can be recommended to people on Instagram and Facebook, to extend their reach beyond the Threads app.
So the Threads posts you see on Facebook are recommendations, in the same way Facebook suggests Reels from people you don't follow. Tapping through takes you into Threads, either in the app or on the web.
Threads, Facebook and Instagram compared
Threads sits much closer to Instagram than to Facebook. Here's how the three connect.
| Question | Threads | ||
|---|---|---|---|
| What's it for? | Short text posts and public conversations | Profiles, Pages, Groups, Reels and Marketplace | Photos, videos, Reels and Stories |
| How do you log in? | With your Instagram account | With your Facebook account | With your Instagram account |
| Can Threads posts appear here? | Yes, it's their home | Yes, as recommendations, and through cross-posts from Business Suite | Yes, as recommendations, and you can share a Threads post to your Instagram story |
How to post to Threads from your Facebook Page
This is the Facebook link that matters for a business. In Meta Business Suite you can share a Facebook post to Threads while you create it, so one piece of content goes out to both places.
- Make sure your Facebook Page and Instagram profile are connected and sit in the same business portfolio.
- Add your Threads profile to that business portfolio too. Meta says cross-posting to Threads won't work without it.
- Check you have the business asset access needed to create content on Facebook and Threads.
- Open Meta Business Suite on a computer and start a new post.
- In the posting options, choose Threads as an extra place to share it, then publish or schedule as normal.
The catch: Meta says cross-posting to Threads only works in Meta Business Suite on desktop. If you plan posts in the Business Suite phone app, you'll need to post to Threads separately.
| You create | Business Suite can also share it to |
|---|---|
| A Facebook post | Facebook Stories, Instagram Feed, Facebook Groups, Threads |
| An Instagram post | Facebook Feed, Instagram Stories, Facebook Groups, Threads |
| A Facebook reel | Facebook Stories, Instagram Reels, Facebook Groups |
| An Instagram reel | Instagram Stories, Facebook Reels, Facebook Groups |
Reels don't go to Threads through this route, only posts do. Meta's cross-posting page also notes that from September 2026 you can manage Threads access settings separately from Instagram, which is rolling out gradually, so check the access settings in your portfolio if Threads is greyed out.
If you're also tidying your Facebook feed, see group invites on Facebook.
What a Threads post can include
- Text first. Meta launched Threads with posts of up to 500 characters.
- Links, photos and videos. At launch Meta allowed videos up to 5 minutes long in a post.
- Up to five links in your bio, added in May 2025, with Insights showing how many people visited the links you've shared.
- Topics. You can tag a topic on a post, and Meta says posts with tagged topics generally get more views than those without one.
- Reply controls. You can limit replies and quote posts to your followers, and since October 2025 approve replies before anyone else sees them.
- Blocks carry over. Any account you've blocked on Instagram is blocked on Threads automatically.
Another feed feature worth knowing is in coloured backgrounds on Facebook posts.
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How to see if Facebook is sending people to your Threads posts
Threads Insights now shows where people found your content, including on other apps. Open Insights in Threads and tap a metric for more detail: Interactions splits likes, replies, quotes and reposts, and Followers shows top cities, countries, age range and gender. You can compare performance over a seven to 90-day period. For a full walk-through of each number, see what every Threads Insights figure means.
Do you need Threads if you're already on Facebook?
If you run a business Page, I'd say yes, as long as it costs you no extra time. The cross-post option in Business Suite means your Facebook post can reach Threads in the same click, and Meta's own July 2025 update means good Threads posts can travel back onto Facebook and Instagram as recommendations. That's free reach you don't get from a post that only lives on your Page.
What I wouldn't do is copy long Facebook posts across without a trim. Threads is built around short text, so lead with the one line people will reply to. If you're starting from scratch, this guide to posting on Threads covers the basics, and how the Threads app works explains the feeds.
Related guides live in the Facebook Help: 80 Guides to Pages, Groups, Ads, Stories and Fixes.
Frequently asked questions
Is Threads part of Facebook?
No. Threads is a separate Meta app built by the Instagram team for text posts. You log in with your Instagram account, not your Facebook account.
Why am I seeing Threads posts on Facebook?
Meta recommends eligible Threads posts to people on Facebook and Instagram to extend their reach. They're suggestions, like Reels from people you don't follow.
Can I post to Threads from my Facebook Page?
Yes, in Meta Business Suite on desktop. Your Facebook Page, Instagram profile and Threads profile all need to be in the same business portfolio.
Can I cross-post to Threads from the Business Suite app?
No. Meta says cross-posting to Threads is only available in Meta Business Suite on desktop.
Do I need an Instagram account to use Threads?
Meta built Threads to log in with your Instagram account, and your username and verification carry over. In the EU you can browse Threads without a profile, but you can't post.
