It is an understatement to say that Instagram’s new “full screen” interface has not convinced users. Of which note: the social network puts this development on hold. But also warns that it will continue to highlight video content more.
This is called a backpedal. A few days ago, Adam Mosseri, boss of Instagram, split a long press release, in the form of a video posted on his account. The goal? Trying to appease a controversy that has been growing for several weeks… and the appearance of a new “full screen” interface for the social network, clearly inspired by that of TikTok, which gives pride of place to “suggested” videos » to the detriment of the publications of your contacts.
“It’s just a test!” defends Mosseri, who specifies that this “immersive” interface has only been pushed to “a few” users. However, it has obviously been activated on certain important accounts, since even two of the biggest stars of the platform (Kim Kardashian and Kylie Jenner) have publicly opposed it.
?? There’s a lot happening on Instagram right now.
I wanted to address a few things we’re working on to make Instagram a better experience.
Please let me know what you think ?? pic.twitter.com/x1If5qrCyS
— Adam Mosseri (@mosseri) July 26, 2022
Kim Kardashian enters the dance
Through a story, the two celebrities (who have almost 700 million subscribers between them, excuse me) have indeed forwarded a petition went viral within hours. It brings together some 300,000 signatories around a simple program: “Make Instagram Instagram Again”. They are calling for a return to the chronological flow, for the algorithm to highlight photos again, but also for Instagram to stop “trying to become TikTok” to return to what made it so charming: the simple sharing of photos between friends.
It should also be remembered: behind all this there are very big bucks. The petition recalls that this “pivot” towards video is disrupting the economy of many influencers who do not practice it and see the commitment of their subscribers decline… and therefore their income.
Faced with this sling, it was logical for Mosseri to intervene. He admittedly admitted that the full-screen interface “was not yet ready” and announced that its deployment was now on hold. The anger of Kim Kardashian and a few hundred thousand users is not the only reason for this reversal, however. In an interview with The Verge, Mosseri also explains that his teams have found that the “usage data” of the new interface weren’t good.
Instagram bends, but does not break
But beware: Instagram will not return to what it once was. Mosseri reminds us in his communication: the share of video content will only increase in the years to come:
“We will continue to support the photos, it is part of our heritage […] That said, I want to be honest: I think Instagram is going to turn more and more towards video in the future. We see it even if we don’t change anything […] If we look at what people share, like, consume and watch on Instagram, we see that it is more and more about videos.
Some might argue that it is also because the service has, through successive changes (launch of stories, then reels, changes to the algorithm, etc.), favored video that user consumption has evolved. …
Adam Mosseri’s little message will not change anything, either, to the irruption in your thread of content produced by accounts that you do not follow. Because all Meta services are slowly but surely changing: Instagram, like Facebook, will move away from the operation of a traditional social network, with friends or subscribers, to get up to date with ” Discovery Engine”.
A content recommendation engine already at work, again inspired by TikTok’s “For You” function, whose place will increase in the coming months. On the occasion of the presentation of the financial results of his firm, a few days ago, Mark Zuckerberg indicated that the share of “suggested” content was around 15% at present, but that this figure “would make more than double by the end of next year”. We’re not sure that would delight Kim Kardashian…