Instagram Wants To Reassure Users After Kylie Jenner And Kim Kardashian Reveal TikTok-Like Shift

The head of Instagram on Tuesday responded to a growing call from users, including Kylie Jenner and Kim Kardashian, to stop rolling out features that make the platform more of a video-centric TikTok.

Instagram head Adam Mosseri said in a video that the social media platform is shifting toward video while trying to remain committed to creators, supporting photos and friends’ content at the top of feed to place a user.

Instagram recently rewarded users who post more short videos, including reels that mimic TikTok’s video interface. The platform also updated its algorithm to prioritize reels over posts from people a user follows.

“I have to be honest. I believe more of Instagram will shift to video over time,” Mr Mosseri said.

“That’s a lot of change all at once,” he added. “But we also have to evolve because the world is changing fast and we have to change with it.”

Some younger people have switched to TikTok and away from platforms owned by meta platforms inc,

including Instagram and Facebook because TikTok offers short videos that catch their attention. TikTok’s competitors have invested in copycat designs that prioritize videos in recent years.

“I also want to be clear: it’s not good yet,” Mr Mosseri said of the changes Instagram is rolling out. “We need to put it in a good place if we’re going to send it out to the rest of Instagram,” he said.

His video came days after an Instagram user named Illumitati posted an image that read, “Make Instagram Instagram again.” The post had more than 1.6 million likes as of Tuesday morning.

“Stop trying to be TikTok,” the post reads. “I just want to see cute photos of my friends.”

A petition urging the platform to stop mimicking TikTok and saying the platform is forcing creators to create content that serves a new algorithm had more than 136,000 signatures online as of Tuesday.

Ms. Jenner and Ms. Kardashian, two of the most followed people on Instagram, reposted the picture Monday.

“PLEASEEEEEEE,” Ms Jenner, who has 360 million followers, wrote alongside the post.

Ms. Kardashian later shared the post with her 326 million followers, adding, “NICE PLEASE.”

Ms. Jenner, 24, and Ms. Kardashian, 41, are the third and seventh most followed users on Instagram, according to Social Blade, a website that tracks follower counts. The sisters have built business empires in part by promoting their products directly to their followers on the platform.


What do you think of the recent changes on Instagram? Join the conversation below.

That kind of influence gives them the power to influence markets, like Ms. Jenner did in 2018 when she said on Twitter that she no longer uses Snapchat. Snap Inc. shares then fell 6.1%, wiping out $1.3 billion in market value in one day.

Shares of Meta slipped 1.5% on Monday after Ms Jenner and Ms Kardashian shared their posts, outperforming the decline in the tech-heavy Nasdaq Composite Index.

The stock fell another 2% Tuesday morning.

Write to Alyssa Lukpat at

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