Instagram backtracks on TikTok-style News Feed

Instagram backtracks on TikTok-style News Feed

Instagram is temporarily abandoning the full-screen News Feed

In an interview published in the Platformer newsletter, Adam Mosseri, head of Instagram, discussed the changes being tested on the platform and announced the temporary abandonment of the news feed in full screen. He also clarified that the number of recommended publications in the feed will be reduced. I’m glad we took a risk – if we don’t fail once in a while, we’re not thinking big or bold enough, mBut we absolutely have to take a step back and regroup, said Adam Mosseri. NOTWe learned a lot and will come back with improvements or a new iteration. »

The cause of this backpedaling: the dissatisfaction of many users complaining about the changes made in order to compete with TikTok, to the detriment of the user experience. A petition has even been launched under the banner “Make Instagram become Instagram again” and the case was highly publicized. User dissatisfaction has also impacted the app’s internal data, as the Instagram manager explains: “When it comes to the news feed, people are frustrated and the usage data isn’t great. (…) That’s why I think we have to take a big step back”.

Additionally, users were critical of the large number of video and account recommendations appearing on their News Feed. To this, Adam Mosseri replied: “When you find something in your News Feed from an account you don’t follow, that should be awesome and you should be thrilled to find it. And I don’t think it’s working enough right now. So I think we need to take a step back, especially with regard to the percentage of recommendations in the feed, and improve the ranking of these recommendations”. Instagram is therefore backtracking, but it is only temporary. The objective of the platform is always to compete with TikTok and its short video format.

Instagram Reels and Recommendations at the Heart of Meta Group Projects

In an intervention related to the publication of the results of the Meta group in the second quarter of 2022, Mark Zuckerberg said that the engagement for Reels, the short video format of Instagram, was growing. “This quarter, we saw an increase of more than 30% in the time users spent interacting with Reels on Facebook and Instagram”, he specified. In addition, the boss of the Meta group affirmed that the recommended publications would be increasingly valued in the news feed. “Social content from the people you follow will remain an important part of the experience, but increasingly we will also be able to complement this with other great content from our platforms. »

For his part, Adam Mosseri added in the interview given to Platformer: “We believe that public content from creators can connect users to their friends. The News Feed could be a place to discover things to discuss with loved ones. (…) Reels inspire a lot of conversation – people just send funny videos to their friends that they’ve discovered in their feed. (…) This is probably the most viable way for the News Feed to help users connect with their long-term friends, given that personal sharing – photos of the kids or trips – is going big. part by Stories and DMs ».

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