The latest example: a new camera-focused app for messaging close friends -- which reads like a product description for rival Snapchat.
While the Threads app offers its own inbox for messages, you'll still be able to read and respond to your close friends in the primary Instagram app.
The app pulls in your Close Friends list on Instagram, a feature that lets you pick which friends you want to share Stories with.
Like on Instagram (and Snapchat), Threads users can message close friends and send them disappearing photos and videos.
"The reason we did this is because Instagram messaging, Stories and Close Friends are really successful," he told CNN Business.