This pattern is consistent with our user interviews that consistently demonstrate that users want to take small breaks while performing tasks for school or work. For example, we observe a complementary usage pattern throughout the day and week, with an increased usage of the desktop website during weekdays and daytime hours (6am – 2pm), while the native apps see an increased usage during evening hours (5pm-7pm) and weekends. One benefit that the desktop web experience adds to the native apps is that it enables a complementary relationship that leads to an enhanced user engagement. For Instagram, the desktop web experience is the main alternative to native apps, and we have done a lot of qualitative and quantitative work around what use cases it can solve for our users. But as a service matures, both in terms of the number of users it has as well as in terms of the use cases it serves, it’s important to expand our understanding of how new interfaces can add value to the user experience. In fact, for the first few years of its life, Instagram was a mobile- only experience, with the website redirecting users to download the app. We believe that these learnings can be applied to other services to improve user experiences across all of their interfaces. In this post, we go through some of our overall learnings from our desktop users, and dive into the engineering and experimentation that enabled us to ship this product. We believe that this feature will improve everyday experiences and enable new use cases for all of our desktop web users. In 2020 we launched Instagram Messaging (referred to in this post simply as “Messaging”) for personal desktop computers.
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