Instagram Strategy: Ease Users' Regret About Their Usage and Still Grow Revenue

You are a product manager at Meta working on Instagram. Users feel guilty about the way they use the app. How would you ease that guilt while also growing Instagram's revenue? ```hint Find where the two goals collide Work out what makes a session feel regrettable and how today's revenue depends on that same behavior, then look for revenue that does not rely on it. ``` ### Clarifying Questions - Do we know what the guilt is about: total time, late-night scrolling, passive short-video watching, or how people feel about themselves after comparing with others? - Is there a priority group, such as teens and their parents or young adults who watch a lot of Reels? - Must revenue grow in the same period, or may short-term ad revenue dip if long-term revenue rises? - Are revenue sources beyond ads in scope, such as shopping, creator subscriptions or a paid tier? ### What a Strong Answer Covers - A clear definition of the guilt and the user segment it affects most, grounded in specific usage patterns - An explicit account of the tension between less regretted use and an ad model that earns from attention - Prioritized ideas that make use more intentional, paired with revenue ideas that do not depend on mindless scrolling - Metrics that track wellbeing and revenue together, with guardrails and a long enough test - Risks: paternalism, short-term revenue loss, and the effect on advertisers and creators ### Follow-up Questions - Your best wellbeing feature cuts Reels time among heavy users and short-term ad revenue falls. How do you make the case to leadership? - How would you measure guilt or regret at Instagram's scale without relying only on surveys? - Would your plan change for teen accounts, given parental and regulatory scrutiny?