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Meta is testing the waters of interoperability in the social media realm by integrating its Threads platform with ActivityPub, the protocol powering networks like Mastodon.

Image via Dall-E

The feature allows Threads posts to be visible on Mastodon and other ActivityPub-supported networks. This move marks a significant shift for Meta, traditionally known for its closed ecosystems, as it ventures into the decentralized social media space.

Mark Zuckerberg announced the test on Threads, and Instagram Head Adam Mosserri later made clear that the full integration would take “the better part of a year.”

Post by @zuck View on Threads

Post by @mosseri View on Threads

This integration is a step towards making Threads a part of the federated social network—also called the “fediverse.” However, details on how this integration will function are still sparse. Early observations showed that users could follow Mosseri on various Mastodon clients, but his posts were not yet visible.

Since its launch, Threads has shown signs of moving toward decentralization. In August, the platform introduced a way for users to verify their profiles on Mastodon, indicating Meta's commitment to integrating with the decentralized social web. The current development is the first substantial indication of Meta's intent to make Threads a part of this system.

Why it Matters

Meta’s strategic move is the clearest sign yet of the evolving landscape of social media.

Assuming that decentralization continues to take hold, it could become easier for brands to distribute content to several platforms at once, engaging audiences where they prefer to live without needing to create new profiles on each platform. This ability to cross-post or share content across decentralized networks like Mastodon could broaden the reach of marketing campaigns, offering access to diverse and potentially more engaged audiences.

Moreover, Mastodon founder Eugen Rochko's endorsement of Threads' entry into the decentralized space suggests a growing acceptance and potential collaboration between different social media platforms (Rochko said the move will make Mastodon — an open source Twitter/X rival — “a far more attractive option”).

This could lead to a more interconnected and less siloed social media environment, offering marketers more flexibility and creative opportunities in their strategies.