[smugglerFlynn]

I don’t think it is fair to say Instagram has shifted from building functionality to increasing engagement. I don’t think you can separate these things at all.

At any stage of a business (which product is part of) you focus only on those things that contribute to your business model. All the metrics you’ve listed: engagement, retention, MAU — all of these are parts of the startup’s unit economy. Every single new feature is mapped against one of these metrics, especially at early stages of the product/business, when there are not many features, and resources to develop new ones are scarce. These metrics actually _drive_ any new features. That’s product management 101.

Back to Instagram, they’ve rolled out huge chunk of functionality this year: Reels. It’s basically another app inside the old one. All done seamlessly. Imagine amount of design and decision-making work that had to went into this. Even for very mature product like Instagram “building functionality” phase never stops.