Instagram’s chief, Adam Mosseri, has recently confirmed that a long-awaited feature, a following-only feed, won’t be implemented anytime soon. This decision is based on extensive testing and data analysis that revealed a significant drop in user engagement and satisfaction when this feature was enabled.
Mosseri explained that while some users might prefer a feed that only shows content from accounts they follow, the overall impact on the platform is negative. When users have more control over their feeds, they tend to use the app less frequently, leading to a decline in likes, comments, and messages. This, in turn, affects the overall experience for all users on the platform.
As per Mosseri:
“Of course we’ve thought about it, and we’ve tested it and tried it a number of times. Every time we have, there’s a sub-group of people who are happy, there’s a bunch of people who forget that they’re in it, and then overall, everybody who’s in it uses Instagram less and less over time, and when we ask them questions like ”how satisfied are you with Instagram?”, they actually report being less happy with Instagram more and more over time, on average. And then there’s these second order effects where their friends start using Instagram less [and] because they use it less, they send less likes and comments, messages, and then there’s all of this other stuff, and it just gets worse and worse, and quickly.”
As a result, Instagram is doubling down on its algorithmic feed, which recommends content based on users’ interests and behavior. Currently, 50% of the content users see is curated by Instagram’s AI, ensuring a more personalized and engaging experience. While this might not be everyone’s preference, it seems to be the most effective way to keep users coming back for more.