Instagram has made a strategic decision to forgo the introduction of a “following only” feed, a feature that would have displayed content solely from accounts users follow. Instagram Chief Adam Mosseri explained that prior testing of this feature resulted in lower engagement rates and reduced user satisfaction. Users spent less time on the app, and interactions with posts diminished when their feeds were limited to only content from followed accounts.
Instead, Instagram will focus on refining and expanding its AI-driven recommendation system, similar to TikTok’s approach. This system curates content based on user behavior, preferences, and interests, rather than just who they follow. By leveraging artificial intelligence, Instagram aims to deliver more personalized content that encourages discovery beyond users’ immediate circles, introducing them to new creators and trends. This shift is part of Instagram’s broader effort to increase time spent on the platform, enhance the overall user experience, and foster a more engaging environment where users are more likely to interact with content that resonates with them on a personal level.
This AI-powered feed not only boosts engagement but also aligns Instagram with evolving user expectations for diverse, dynamic content in a fast-paced social media landscape.
