Instagram will tell you when you’re spending too much time on Instagram

The Facebook-owned app is working on a new “Usage Insights” feature, which will inform users the length of time they spend within the app.

The feature was initially spotted within the app’s code, but Instagram founder Kevin Systrom has since confirmed the tools are incoming, replying “it’s true” to a report from TechCrunch, before elaborating in a pair of tweets.

Systrom says Instagram wants the time spent within the app to be “positive and intentional.” He also says tech companies need to be honest with users about the time they’re spending online.

The move comes as our favourite tech companies seem to be pushing us to use our favourite devices and apps more efficiently and productively.

Last week at Google I/O, the company unveiled a Digital Wellbeing platform for Android P. This will make it easier for Android device owners to limit their smartphone usage, by setting restrictions. For example, you’ll be able to set an alarm telling you to put the phone down after a specific period of usage.

Meanwhile, Apple’s Tim Cook has also cautioned against what he’s called the overuse of technology.

Back in January, he told The Guardian: “I don’t believe in overuse [of technology]. I’m not a person that says we’ve achieved success if you’re using it all the time. I don’t subscribe to that at all.”

Even Instagram’s parent company has Facebook acknowledged it could be having a negative affect on users’ mental health. Last year it said “passively consuming information” can potentially leave people “feeling worse”.