Instagram halts revamp into TikTok

Anne Freer | August 2, 2022

App Business

Following widespread backlash from its user community, Instagram has halted the release of a TikTok-style feature to boost recommended videos. 

Over the last week, users had become more vocal at sharing their outrage over the photo app turning their display feed into one that’s all too reminiscent of video app TikTok. 

The app had been trying to promote videos over photos in its feed. 

Instagram has long been playing catchup to other apps including competitor Snapchat by launching Stories and now focusing on video given the huge popularity of TikTok.

But it seems users disagree and prefer the photo app to remain true to its purpose – that is sharing photos with friends and families. 

A test version of the new app was to be phased out over the coming weeks. Adam Mosseri, head of Instagram, told The Verge:

“I’m glad we took a risk – if we’re not failing every once in a while, we’re not thinking big enough or bold enough. But we definitely need to take a big step back and regroup. [When] we’ve learned a lot, then we come back with some sort of new idea or iteration. So we’re going to work through that.”

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