Let’s remember briefly: On July 27, the stars of the reality show Kim Kardashian and Kylie Jenner supported influencer Tati Bruning’s call not to convert Instagram to TikTok. All three posted posts on the subject on their pages and sparked a heated debate among hundreds of thousands of people who began to express their dissatisfaction with the latest updates and announcements on Instagram.

Presumably the Kardashian family was the reason Instagram director Adam Mosseri wondered if he was taking the service in the right direction. The criticism from such famous and influential people with a total of 687 million followers cannot be ignored.

What does Adam Mosseri say now?

Announcing a redesign of the news feed not so long ago, the head of the social network made a big statement announcing a pause in the rollout of the update, with a TikTok-style interface that scrolls one post at a time and overlays interface elements over content, and the service’s redirection to video content.

I’m happy we took the risk. If we don’t fail once in a while, we’re not big enough or brave enough. But we definitely need to take a big step back and get back together. We learned a lot and now we will come back with a new idea. So we will work on it,
– said Adam Mosseri.

• The company is rolling back some recent product changes.
• The test version of the app, which is already open to full-screen photos and videos, will be gradually disabled in the coming weeks.
• Instagram will also reduce the number of suggested posts and work to improve its algorithms, after a point of criticism there has been a significant increase in suggested posts on posts from people users don’t know. Especially the Kardashian brothers themselves paid attention to this and said that they wanted to see their friends on the tape first of all.

Users criticizing the changes emphasized that they perceive Instagram primarily as a photography app and, above all, they want to see it in their feed, but Mosseri apparently doesn’t care. He points out that the trend of users to watch more videos is real and preceded TikTok, and he thinks people actually dislike Instagram’s design changes. Obviously, the company will not abandon Reels. Therefore, bloggers who set up their businesses on the platform will have to turn their business into the new reality.

The director makes it clear that this pause is not permanent as threats to the company’s dominance continue to increase, including TikTok, which he calls one of its main competitors.