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Adam Mosseri explains why Instagram is giving up on TikTok-like features

Instagram has recently started testing full-screen videos and photos. These tests were met with a reaction from the user. Mosseri stated that 4 different situations on the platform caused this reaction. 


Instagram, which added many features to its platform in a short time, is taking a step back after users intensely express their longing for the old application. If you remember, Instagram recently started testing full-screen videos and photos . Especially after Kim Kardashian and Kendall Jenner shared the “Make Instagram Instagram again” meme and the revolts of well-known content producers on Twitter, the company is currently suspending the features it added for TikTok competition. 

Adam Mosseri explains why Instagram is giving up on TikTok-like features

Instagram’s steps to look like TikTok every day turn into a situation where you leave the platform out of a photo sharing application and immerse yourself in the flow of reels and recommended video content. Instead of seeing their friends’ posts, users find themselves watching the content of accounts they don’t know. One after another, ads interrupt the user experience. 

In response to these reactions, Adam Mosseri first published a video explaining why they made these changes. In an interview with The Verge , Mosseri expressed that people expect this change to be the only one, and also stated that this reaction shows that people care about Instagram.


4 different situations on the platform caused a reaction

 Evaluating the reason for the reactions, Mosseri stated that 4 different situations experienced on the platform caused the reaction. He said that the first of these is that some users really dislike full-screen streaming.

According to Mosseri, the second situation that caused the reactions is that the videos on the platform show more growth compared to the photos. Mosseri states that this growth started long before the team’s work on the flow and recommendation algorithm, and in this context, they have seen a paradigm shift in the platform for many years. 

The third case is suggestions. These suggestions manifest as people seeing content from people they don’t follow in the stream. The recommendation algorithm, which reveals related content, makes video and photo content stand out. Here, we can say that those who do not like video content or suggestions meet in an intersection cluster. Mosseri admits that they need to work harder in this area and give people more control. 

Mosseri stated that the fourth situation is the users who cannot reach the access they want, and stated that these users think that all these changes lead to the decrease of access. Although this is true in some cases; often stated that this is not true. 

Mosseri announced that a few changes will be made next week in order to respond to all these reactions. 

Content creators’ needs

Stating that they have historically supported content producers with high followers compared to small content producers, Mosseri stated that they did a good job in supporting content producers with high followers. “Some will disagree with me, but the data shows it ,” Mosseri said.

Still, Mosseri thinks they can better support new talent. In this context, he states that they have focused on this for the last couple of years. Mosseri said that they have just begun to address this problem more broadly, adding that ” content producers need stability, distribution and ability to foresee their income and feel safe.” said.

The future of Flow 

According to Mosseri, Instagram is still perceived as a streaming app because it started life as a feed app. Reminding that Instagram did not have Stories and DMs before the Facebook purchase, Mosseri emphasized that the sharing of people with their friends in the last 10 years has shifted from posts to Stories, DMs and Group chats. 

He explained that the videos and photos shared daily in DM are much more than the content shared in Stories. Likewise, he stated that there are more photos and videos shared in Stories than photos and videos shared in posts. He explained that in a structure where sharing with friends has shifted to DM, Flow has become a more “public” space due to its nature. Mosseri stated that they are trying to direct users more to content producers and individuals, and less to institutions and publishers. 

In addition, he stated that the content shown in Stream and Reels support users to discover new things and talk about these discoveries with their friends: 

Stream can be a place to explore things you can talk to your friends about.

The rise of Instagram and video content

Mosseri stated that as the internet speed increases and data prices decrease, users show more interest in video content; “Swimming against the current doesn’t make sense to me,” he said. Noting that they will continue to support photography, Mosseri underlined that he also wants to create good works in the field of video. He added that not increasing video support will negatively affect content producers as well as Instagram in the long run and reduce their reach. 


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