Portfolio Project

Instagram already drives significant traffic to Threads. The opportunity was to make those pathways more relevant and accessible—natural entry points that demonstrate the value of Threads’ unique format without disrupting Instagram’s core experience.

Be contextual, not promotional. Threads content should add freshness and timeliness—complementing Instagram through its unique conversational format. Meet users where they are, whether they’re already on Threads or discovering it for the first time.

Be transparent. Users should understand where content comes from and have control over what they see.

We designed along a spectrum: from “window shopping” (Instagram offers reach, engagement happens in Threads) to light participation (consume and engage within Instagram, dive deeper in Threads) to full integration (an app within an app, no restrictions).

Where you land on this spectrum depends on user context and business goals for each surface.

• Feed: Native recommendations and reshares—less promotional, more consumable.
• Stories: Timely Threads content that fits the “catch-up” job.
• Explore: Contextual discovery based on browsing intent.
• Profile: Meaningful account integration using Threads’ low-pressure format.
• Notifications: Cleaner experience with clear pathways to interact.

Multiple initiatives shipped with strong results. The Threads glyph with badge in Profile drove double-digit lifts in engagement and new user onboarding. Threads in Stories recommendations entered testing with acquisition impact significantly outperforming existing entry points—validating that contextual integration beats promotional approaches.