Instagram Threads, the spin-off app from Instagram launched in July 2023, is taking steps to boost user engagement and retention through its new feature, “Send on Instagram.” This innovative integration aims to encourage users to share threads with their Instagram contacts via the app’s Send button, ultimately increasing exposure and engagement on Threads.
The motivation behind this feature is to re-engage users whose activity on Threads may have dwindled or encourage potential new users to sign up. Threads initially gained significant traction upon its debut, becoming the fastest app to reach 100 million downloads on the Google Play Store. However, it experienced a notable decline in retention numbers, with only half of its 100 million-plus users remaining active in the weeks following its launch.
In response to this decline, Meta CEO Mark Zuckerberg acknowledged the situation during an internal company town hall, noting that such a drop-off in retention numbers is “normal.” Chris Cox, Chief Product Officer at Meta, emphasized the company’s commitment to reversing this trend by incorporating more “retention-driving hooks” to entice users back to the app. The integration with Instagram DMs is one such hook.
The integration process is simple: Threads users can share a thread with their Instagram contacts using the Send button. Recipients will receive a notification on Instagram, and upon tapping it, they can access the thread on Threads. If the recipient doesn’t have Threads installed, they will be prompted to download it from the Play Store or App Store. This integration is expected to increase exposure and engagement among Instagram users who may be interested in participating in text-based conversations on Threads.
This initiative is part of Threads’ broader strategy to enhance user engagement. In addition to the “Send on Instagram” integration, the app has also introduced other updates. These include a new button for easily mentioning someone’s profile in a thread and the ability to add custom alt-text and edit auto-generated alt-text for photos and videos before posting.
Threads users can also look forward to a new feature called “Your Likes,” which allows them to view their liked posts. This feature was initially tested on Android beta versions and has now been rolled out to all users.
As Threads continues its efforts to retain users and enhance its features, it aims to carve out a unique space within the social media landscape, providing a blend of Instagram-like visual elements and Twitter-like features such as replies and post re-sharing. With these updates and innovations, Threads aims to foster an engaging and interactive community for its users.
