Instagram has announced it will reverse planned changes to the platform following an intense backlash from users.

Earlier this week, a number of high-profile users, including Kylie Jenner and Kim Kardashian, criticised Instagram over plans to implement changes to the platform’s algorithm and newsfeed format.

Adam Mosseri, Head of Instagram, recently confirmed a number of changes that would see the platform focus heavily on promoting video content. In a video published on Tuesday, he said that “more and more of Instagram is going to become video over time”.

Mosseri also acknowledged growing users concerns over tests of a full-screen video mode and the diminishing visibility of friends’ posts on newsfeeds.

The video proved to be highly controversial, with users claiming that the app is trying to capitalise on the success of TikTok, replicate certain features and focus more heavily on video content.

Users have recently complained of an increased volume of unrelated video content appearing on their newsfeeds as changes began to take hold.

Shortly after Mosseri’s clarification video was published, Kardashian and Jenner took to the platform to voice their own concerns over the proposed changes.

Jenner, who boasts more than 360 million followers, shared a meme stating: “Make Instagram Instagram Again (stop trying to be TikTok I just want to see cute photos of my friends).”

Backtracking

On Thursday 28th July, Instagram said it would reverse some of the controversial changes, including tests of a full-screen mode that users had complained about en-masse.

Speaking to tech newsletter Platformer, Mosseri confirmed the reversal but said “I’m glad we took a risk” when questioned over the impact on users. “If we’re not failing every once in a while, we’re not thinking enough or bold enough,” he added.

Mosseri also revealed that maligned algorithmic changes will be rolled back to curtail the volume of video content and recommended posts appearing on newsfeeds.

“When you discover something… that you didn’t follow before, there should be a high bar. It should just be great,” he said.

Recommended

• 15 Scottish Traveltech companies to watch
• EU firms will lead on AI by 2024, Accenture research suggests
• UK Gov publishes review into automation in horticulture

“You should be delighted to see it. And I don’t think that’s happening enough right now. So I think we need to take a step back, in terms of the percentage of feed that are recommendations.”

While Instagram’s reversal might be a welcomed announcement among users, it doesn’t mark the end of the app’s evolution.

Mosseri told Platformer that the firm needs to “take a big step back” and consider how to approach future changes.

“When we’ve learned a lot, then we’ll come back with some sort of new idea or iteration,” he said. “So we’re going to work through that.”

Competitive landscape

For several years, Instagram maintained a secure, dominant position within the broader social media landscape, and the Meta-owned photo sharing app has shrugged off competition before.

However, with the arrival of TikTok, which has skyrocketed in popularity over the last three years and now boasts over one billion users, the company has found itself locked in a bitter struggle to occupy users’ attention.

Instagram has focused heavily on its Reels feature, which has been positioned as the firm’s key weapon to combat the challenge posed by TikTok. The short video feature has grown in popularity, with recent stats published by Meta showing that time spent on Reels has surged by 30%.

Earlier this month, Meta also announced that all new videos posted to Instagram will be shared as Reels, further highlighting its sharp focus on promoting Reels-based content.

“In the coming weeks, new video posts shorter than 15 minutes will be shared as reels,” the company said in a statement. “Videos posted prior to this change will remain as videos and won’t become reels.”