From meme creators to the Kardashians, Instagram users have been vocal this week that their feeds are oversaturated with content. As Instagram’s parent company Meta tracks TikTok’s astronomical growth in a short video, the app’s CEO Adam Mosseri has gone so far as to say that Instagram’s main focus is not on photo. Additionally, users appear to be seeing algorithm-recommended content from accounts they don’t follow.
Most of the women who follow on Instagram, Kylie Jenner and her sister Kim Kardashian shared a petition this week saying, “Stop trying to tiktok I want to see the photos cute of my friends.” Jenner once dismissed Snap material because she said she hadn’t opened Snapchat yet, so maybe it wasn’t a surprise the next day, Mosseri posted a video saying in user complaints.
If you thought that all the backlash to Instagram’s changes would force its managers to change course, you’d be wrong. On Meta’s quarterly earnings call, Mark Zuckerberg discussed the recent drama of algorithmic recommendations on Instagram.
“Social feeds are going from being driven by the people and accounts you follow to being powered by AI that suggests content you might find interesting from Facebook and Instagram, even if you don’t follow those creators,” he said. .
Zuckerberg said that currently, about 15% of the content on our Facebook pages is served by Meta’s AI. That number is slightly higher on Instagram.
“We expect these numbers to double by the end of next year,” he said. In fact, over 30% of our feeds on Instagram and Facebook are filled with content from accounts we don’t follow. It’s no wonder the Kardashians want Instagram to stop trying to TikTok.
Fortunately, if you want to see photos from your friends, you have some agency — on Instagram, you can switch to the feed of the people you follow by clicking on the Instagram icon in the upper left corner of your screen, and click “Following.” Meanwhile, Facebook took the opportunity this week to separate the news into “Home,” a TikTok-like feed of recommended content, and “Feed,” which shows posts from your friends. , groups and accounts you follow. So, it is impossible to see the content of your friends – but it is unfortunate for users that it is the default to send content.
“I want to make it clear that we’re still a social company focused on helping people connect,” he said. It was a bad sign in itself that the founder of Facebook remembered to explain that his company was a social enterprise.
Why do Facebook and Instagram really want to show us Strangers’ Videos instead of our friends’ breakfast? Videos are a big money maker for Meta at a time when its revenue is starting to decline. Zuckerberg announced today that Meta’s run rate for Reels ads has exceeded $1 billion. In addition, the amount of time we spend watching Videos has increased by 30% since the last quarter, which may be interesting to marketers — but the reason for that increase the number of Spins the algorithm provides.
So, who cares about the average user when fans are happy?