Talking about the main feed and the content that populates it, Mosseri told Newton that Instagram needs “to take a step back, in terms of the percentage of feed that are recommendations, get better at ranking and recommendations, and then — if and when we do — we can start to grow again.” While Mosseri was confident that Instagram will bounce back, the decision to push less recommended content into users’ feeds was temporary.
However, Mosseri raised an important point about the evolving content consumption patterns on Instagram, which have dramatically shifted more towards video as per internal data. “The growth of video we have seen long predates us leaning more into recommendations and unconnected content,” Mosseri remarked. In the context of making rapid changes to the core Instagram experience, Mosseri mentioned that the company needs to do a better job at explaining the benefits of a change before making those tweaks so that users aren’t left surprised and confused.
While the full-screen feed experience will be relegated to early experimentation status, it appears that videos are here to stay. According to Mosseri, Instagram has always done a good job with how photos are handled on the platform. However, now that users are interacting more and more with videos in every corner of the platform, it needs to figure out how to do better in that department in such a way that users have a positive experience and creators are not hurt, either.
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