Threads, the social media application, continues to gather momentum as it looks to broaden its feature set and increase user engagement. To match the functionality of other popular social apps, Threads is planning to introduce direct messaging (DMs) and hashtags, features that are currently in the pipeline. A noteworthy development for publishers, in particular, is the integration of an application programming interface (API) that would facilitate third-party platforms to schedule Threads posts.

In a bid to elevate its standing amongst other social apps, Threads is focusing on incorporating more features to foster user engagement. A significant addition to its functionality would be the introduction of DMs, a feature that is currently under development. This would allow users to communicate directly within the app. Furthermore, the addition of hashtags, a widely requested feature, is also in the works, though Instagram chief Adam Mosseri has expressed mixed feelings about its implementation.

The launch of an API is a significant development, particularly for publishers. It would allow third-party platforms to schedule posts on Threads, providing greater flexibility and control over content management. This would significantly streamline the process of posting on Threads and potentially increase the app's appeal for businesses and influencers.

However, with the addition of these features, Threads must tread carefully. The influence of new features on user experience is a critical consideration, and the company is wary of a potential backlash. Negative user reactions to new features could hamper Threads' steady growth and its objective of reaching parity with other social apps.

Threads is gathering pace in the social media landscape as it strategizes to introduce more features that will foster user engagement. While the planned addition of DMs and hashtags is a significant step forward, the development of an API could be a game-changer, especially for publishers. However, the company must leverage these new features carefully to ensure a positive user experience and maintain its momentum. With careful planning and execution, Threads could very well position itself as a strong contender amongst other social apps.