Once a nice app where you could put a fun filter on a photograph of a Cornetto and forget about it, Instagram is now a miserable burden of constant updates playing on an infinite loop that no one is enjoying. Thanks to it, your phone's camera eats, drinks and sleeps before you do.
Now, in an unusual twist, a new feature on the app is aiming to reduce the depressing number of hours we waste on it.
They add, "The 'Usage insights' feature is expected to show the time a user spends on Instagram each day as well as their overall usage across an extended period."
The move is being pioneered by Instagram co-founder Kevin Systrom who admitted that the number of hours people are clocking up online might be having a negative impact.
"Understanding how time online impacts people is important, and it's the responsibility of all companies to be honest about this. We want to be part of the solution. I take that responsibility seriously," he said.
“We're building tools that will help the Instagram community know more about the time they spend on Instagram—any time should be positive and intentional.”
The 'usage insights' feature was first found in the apps source code by tech watcher Jane Manchun Wong and later confirmed by the social network.
Google have already introduced time management controls to limit hours spent on their android devices, and Apple have committed to introducing usage controls for children.
The move comes after many former tech workers have spoken out about the deleterious effects social media and technology are having on society. Earlier this year The Centre For Humane Technology was launched with the aim of reversing the 'digital attention crisis' and to 'realign technology with humanity's best interests'.
This story originally appeared on Esquire.co.uk.
* Minor edits have been made by the Esquiremag.ph editors.