In a recent Q&A session, Instagram head Adam Mosseri
addressed user requests for a "Following" feed that exclusively shows
posts from accounts they follow in chronological order. Despite the demand,
Mosseri explained that Instagram has repeatedly tested this option and found
that it ultimately leads to reduced user engagement and satisfaction.
While a subset of users may prefer a chronological
"Following" feed, Mosseri noted that many people forget they have
this setting enabled. Over time, these users spend less time on Instagram and
report lower satisfaction with the app. This trend is exacerbated by
second-order effects, such as reduced engagement from friends who use the app
less frequently, leading to an overall decline in the user experience.
Instagram's current approach, which relies heavily on
AI-powered recommendations, aligns with the industry-wide shift pioneered by
TikTok. By prioritizing entertaining and relevant content, regardless of
whether it comes from followed accounts, social media platforms aim to maximize
user engagement and time spent in-app. This strategy has proven effective, as
evidenced by the fact that 50% of the content Instagram users now see is pushed
to them via the app's recommendation algorithms.
The success of this approach has led other social media
giants, such as Facebook, Twitter (now known as X), and Snapchat, to adopt
similar strategies. While some users may find the abundance of recommended
content frustrating, data shows that this method increases overall user
engagement and satisfaction.
Despite the effectiveness of AI-powered recommendations,
Instagram recognizes the need to cater to users who prefer seeing content from
their followed accounts. Mosseri highlighted several features the platform has
implemented to address this, such as the "Following" feed, the
ability to snooze recommendations for a month, and the "Favorites"
feature, which ensures users never miss posts from designated accounts.
However, Mosseri acknowledged that there is room for
improvement and stated that Instagram will continue to explore ways to better
serve users' diverse preferences. As social media platforms continue to evolve,
finding the right balance between user preferences and engagement will remain a
key challenge.
Ultimately, the shift towards AI-powered recommendations is
driven by the business model of social media platforms. By keeping users
engaged and spending more time in-app, platforms can display more ads and
generate higher revenue. This financial incentive is a significant factor in
the evolution of social media feeds and the prioritization of recommended
content.
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