Facebook should watch out with Instagram. It feels considerably more draining now than it used to. There are messages, stories, suggested posts everywhere. On the search feed I often end up in auto-scrolling videos.
These increase engagement and metrics. But, they produce an unwanted feeling of compulsion where instagram didn't before. I've uninstalled the app for a bit.
I never felt like that about Instagram before, but I remember first feeling like that about Facebook years ago. If I'm right, what I'm feeling about instagram is a prelude to others feeling the same. Instagram usage will first go up, then down.
I don't yet have that feeling about snapchat, though the new design is annoying. (Mixing in stories and messages)
Oddly enough, it has nothing to do with ads. I used to see them, back when instagram felt fun. Now I don't.