Instagram tests the “Take a Break” feature. It is a new feature that encourages Instagrammers to limit time in the app. It seems to be an immediate solution to the current controversy on Facebook files.
Instagram has been trying to give users the freedom to choose what is best for them. It enabled limits and warning options and sensitive content control. For safety, the platform rolled out security checks.
Take a Break is an opt-in control. It allows users to set reminders on taking a break after a duration of using Instagram. The duration choices can be 10, 20, or 30 minutes. Instagram Chief Adam Mosseri notes that the experiment is currently available to a small number of users. He further notes that it is part of a broader effort to give people control over the app.
Instagram tests the “Take a Break” feature on 10 November 2021.
Implications for Marketers:
Take a Break can be more of a PR exercise to highlight that the app is giving users the freedom to control it more. For marketers, it signals that Instagram is still a stable platform to promote brands, products, and services. With the app redeeming itself to win back its audience, brands should stay put and be prepared for any updates.