Introducing Digital Wellbeing Features on Instagram
OVERVIEW
Instagram is one of the most popular social media platforms today. Reels, a feature introduced to compete with the short-form video content trend popularized by platforms like TikTok, quickly became a user favorite.
However, in 2023, Instagram saw a significant increase in account deletions, with over 1 million global searches each month for phrases like 'how to delete my Instagram account.' This alarming trend, equating to approximately 12,500 searches per 100,000 people globally, reflects a range of user concerns. One of the contributing factors is the excessive time users spend on the app, particularly on features like Instagram Reels and late night usage, which is the focus of this case study. Though Instagram still boasts 2 billion active users worldwide, addressing this issue is crucial for maintaining user satisfaction and reducing account deletions pertaining to this reason.
This case study aims to address this challenge by exploring the implementation of new time management features for Instagram to enhance the digital well-being of users. We will:
Evaluate Instagram's existing digital well-being features
Analyze user segments and their specific pain points
Propose a comprehensive solution that addresses core issues
Outline a strategic Go-To-Market (GTM) plan
Establish clear success metrics for the proposed features
1 Million searches
(“how to delete my Instagram account”)
2 Billion active users
12,500 searches per 100,000 people
#1 ( Most Deleted Apps-2023)
Existing Features
Daily average: Dashboard showing how much time user has spent on an average in the last week
Break Reminder: Instagram allows users to set a break reminder for every 10, 20 and 30 minutes when they spend this amount of time at once on Instagram.
Daily Limit: This feature allows user to set a time limit for the day. When the user is reaching the set limit, Instagram send a reminder.
Quiet Mode: Notifications will be muted during the time user chooses.
COMPETITORS
Snapchat
Time Management Features:
Snapchat does not have built-in time management features like those found on TikTok or Instagram.
Other Digital Well being features:
Take a Break: Snapchat offers a "Do Not Disturb" feature that allows users to mute notifications from specific friends or groups without unfriending or blocking them.
Here For You: Snapchat’s "Here For You" feature offers resources and support for users experiencing mental health issues. It helps promote digital well-being by providing access to help when needed.
Family Center: Family Center is a parental control feature designed to give parents better oversight of their teens' activities on Snapchat while respecting the teens' privacy.
TikTok
Time Management Features:
Screen Time Management: TikTok allows users to set daily screen time limits within the app. Users can choose the amount of time they want to spend on TikTok each day, and once the limit is reached, they are prompted to take a break.
Screen Time Breaks: TikTok introduced a feature that allows users to set reminders to take a break after a certain amount of continuous usage. This feature helps reduce excessive use in a single session.
Sleep Reminder: TikTok introduced a Sleep Reminder feature that allows users to set a bedtime reminder. When the set time approaches, TikTok sends a notification reminding the user to log off and get some rest.
Other Digital Well being features:
Restricted Mode: Although not directly related to time management, TikTok’s Restricted Mode allows users (especially parents) to filter out inappropriate content, which can contribute to healthier app usage habits.
Family Pairing: This feature allows parents to link their TikTok account with their child’s account, enabling them to set screen time limits, restrict certain content, and control direct messages. It’s a way to manage usage, especially for younger users.
USERS & INSIGHTS
Instagram's user base is diverse, ranging from casual users who enjoy sharing moments with friends to influencers and businesses leveraging the platform for reach and engagement. However, one common thread among all users is the challenge of managing time effectively while using the app.
Key Challenges:
Excessive Scrolling: Many users find themselves endlessly scrolling through Instagram Reels, losing track of time and often spending more time on the app than intended. This can lead to frustration and feelings of unproductivity.
Notification Overload: Frequent notifications lead to constant interruptions and compulsion to check the app, disrupting focus and daily activities.
Lack of Clear Usage Boundaries: Absence of natural stopping points in the user experience impacts difficulty in setting and adhering to self-imposed usage limits.
Sleep Disruption: The habit of late-night browsing through Reels and other content on Instagram can significantly reduce sleep time, impacting users' overall well-being and daily performance.
Comparison and Self-Esteem Issues: Negative self-comparison, leading to longer browsing sessions and potential mental health issues.
User Personas
Name: Sarah
Age: 28
Occupation: Marketing Professional
Name: Alex
Age: 22
Occupation: Student
Name: Emily
Age: 33
Occupation: Small Business Owner
Behavior:
Sarah uses Instagram personally and professionally. She uses it for inspiration for her work and stays updated with the latest trends.
She enjoys the content but often finds herself scrolling through reels for much longer than she intends.
Pain Points:
Struggles with excessive scrolling on Reels, losing track of time and feeling unproductive.
Feels guilty for spending too much time on the app, which impacts her work and personal life.
Behavior:
Alex uses Instagram primarily for entertainment and socializing with friends.
He often browses Instagram during the day and night but doesn't realize how much time he spends on the app, particularly at night.
Pain Points:
Has difficulty understanding his app usage patterns, particularly how much time he spends on Instagram at night.
Finds it challenging to manage his time effectively between studying and social media.
Behavior:
Emily uses Instagram to connect with customers and promote her business.
Emily frequently checks Instagram to monitor how her business posts are perceived, often logging in late at night.
Her sessions are brief but frequent, especially when she’s anxious about how her content is performing.
Pain Points:
Struggles with maintaining a healthy sleep schedule due to her frequent late-night app usage.
Struggles to stay focused during the day due to sleep disruption caused by checking the app at night.
PROPOSED FEATURES
Reels Limit Setting
This feature allows users to set a limit on the number of Reels they can watch or the time they can spend on Reels in a single session. Once the set limit is nearly reached, Instagram will notify the user, and a final reminder will prompt them to stop once the limit is reached. This feature helps users like Sarah manage their time better, reducing frustration and promoting healthier app usage habits.
Day and Night Usage Insights
This feature provides insights into Instagram usage patterns, divided into day and night. It helps users identify their peak usage times and understand how their Instagram habits affect their daily routines, particularly at night. By offering actionable insights, this feature encourages users like Alex to make more mindful decisions about their app usage, especially during late hours.
Sleep Reminders
This feature lets users set reminders that alert them when they are approaching or past their designated sleep time. For users like Emily, who may not spend long periods on the app but have frequent, disruptive logins, these reminders help reduce late-night activity and encourage a more consistent sleep schedule.
Combined Impact: These features are designed to address specific pain points related to time management and digital well-being, providing a more tailored approach to managing Instagram usage. By helping users set clearer boundaries, these solutions aim to enhance overall satisfaction and reduce the likelihood of app deletions due to frustration with time spent on the platform.
GTM STRATEGY
Initial Testing (Beta Phase):
Objective: Validate the features with a small, targeted group of users.
Approach:
Roll out the features to a select group of power users, influencers, or those who frequently use Instagram Reels.
Collect qualitative and quantitative feedback to fine-tune the features.
Use A/B testing to understand what aspects are most effective in encouraging users to set time limits or use sleep reminders.
Localized and Data-Driven Rollout:
Objective: Scale the feature based on user feedback and behavior.
Approach:
Start with a localized rollout in regions with the highest engagement on Reels or regions known for heavy app usage late at night.
Use data insights to continuously tweak the features, such as adjusting default time limits or reminder prompts based on cultural and regional differences.
Leveraging Influencers and Key Opinion Leaders (KOLs):
Objective: Drive early adoption and generate buzz.
Approach:
Collaborate with influencers who advocate for digital well-being and productivity.
Have influencers demonstrate the new features in action via Reels, Stories, or IGTV.
Use branded hashtags and challenges to encourage followers to adopt the new time management tools.
Global Rollout with Support from Meta’s Ecosystem:
Objective: Expand the features to all users worldwide.
Approach:
Leverage Meta’s broader ecosystem (Facebook, WhatsApp) to promote the features across platforms, creating a cohesive digital well-being narrative.
Utilize cross-app notifications and shared stories to guide users from other platforms to explore Instagram’s new features.
In-App Promotion:
Objective: Educate users about the features directly within the app.
Approach:
Use in-app pop-ups, banners, and Stories to introduce the features to users when they first open the app or spend extended time on Reels.
Include quick tutorials or tips in the app's Explore section or through Instagram’s official account to guide users on setting up the new features.
Success Metrics
Reels Limit Setting
-
Track the percentage of users who set a limit on Reels usage after the feature is introduced.
-
Measure the decrease in average session duration for users who set limits, showing the effectiveness of the feature.
Day vs. Night Usage Tracking
-
Measure the percentage of users who access and use the day vs. night usage insights feature, indicating initial user interest.
-
Track reductions in nighttime app usage duration, reflecting improved user habits due to the feature.
Sleep Reminders
-
Track the percentage of users who enable sleep reminders, as it shows initial acceptance and usage of the feature.
-
Measure the decline in user activity during set sleep hours, reflecting the feature's impact.