Aiming to boost retention, Threads now hooks into Instagram DMs

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

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