Despite declines in user retention numbers following its buzzy, record-breaking launch, Instagram’s Twitter (er, X) competitor Threads continues to ship new features. The company today announced a handful of updates to its new app, including one that could hook Instagram users into returning to the Threads app.
That new feature, “Send on Instagram,” allows a Threads user to share a thread to Instagram DMs (direct messages) via the app’s Send button. By doing so, the recipient may be encouraged to reopen Threads if their usage had been dwindling, or perhaps sign up.
The addition is part of Meta’s larger strategy to build retention “hooks” for Threads after it saw half of its 100 million-plus users drop off the app in the weeks following its launch.
As reported by Reuters, this plan was recently …
