Instagram is quietly removing this feature from the app

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In a move that is likely to impact the time users spend on social media sites, social media tech giant Instagram has quietly removed the ability for its users to limit their daily use of the application within 30 minutes. This comes after the company previously supported a user-defined limit for Instagram that could be as low as 15 minutes or even 10 minutes per day. The social media tech giant “was making a big public relations effort to suggest that more ‘mindful’ use of its services was possible as concern about social media addiction grew,” according to a Technological crunch report.

According to Mac Rumors, following the latest app update, the “Set Daily Time Limit” menu card appears and prompts users to choose the duration, with a new minimum of 30 minutes, while the button radio next to the maximum of three hours is pre-selected in the menu card as if to prompt users to choose this limit.

In 2018, Instagram introduced options in the app to set a daily time limit, with a reminder to be sent when that time limit is reached – useful for those who want to reduce their social media usage. Users could select a time limit as short as ten or even five minutes per day, but selecting such short durations is no longer possible. The popup says the user can keep their existing limit if they want, but an additional popup on the app’s activity page says the 10 minute value is “no longer supported” . So, after the update, users will find that the new limits available are now 30 minutes, 45 minutes, one hour, two hours, and three hours.

The change comes just months after Instagram introduced its “Take a Break” feature which allows users to choose to receive periodic reminders if they’ve been on the app for a long time. The change follows disappointing quarterly results released by Meta earlier this month, which saw the company cut its guidance for the first quarter of 2022 by $30 billion.

The Mac Rumors report further noted that Meta attributed its weaker performance in part to steps taken by Apple to improve user privacy by making it harder for platforms and apps to track users across other apps and websites for ad targeting purposes, which Meta says will cost its business. $10 billion this year.

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