London Daily

Focus on the big picture.
Monday, Sep 15, 2025

‘Stop trying to be TikTok’: user backlash over Instagram changes

‘Stop trying to be TikTok’: user backlash over Instagram changes

Updates to copy features of arch-rival leave some users struggling to find friends and family content
Instagram’s head defended the app against a user backlash, after the social network launched a series of changes intended to make it more like its arch-rival TikTok.

The changes, which include an extremely algorithmic main feed, a push for the service’s TikTok-style “reels” videos, and heavy promotion of the TikTok-style “remix” feature, have resulted in users struggling to find content from friends and family, once the bread and butter of the social network.

“We’re hearing a lot of concerns from all of you,” Adam Mosseri said in a video posted to Twitter. “I’m hearing a lot of concerns about photos, and how we’re shifting to video. We’re going to continue to support photos, but I need to be honest: more and more of Instagram is going to become video over time. We’re going to have to lean in to that shift while continuing to support photos.”

The Instagram boss also defended the platform’s new “recommendations” feature, which puts content from people users do not follow on to their feed.

“The idea is to help you discover new and interesting things on Instagram that you might not even know exist,” he said. “You can snooze all recommendations for up to a month, but we’re going to try and get better at recommendations because we think it’s one of the best ways to help creators reach a new audience and grow their following.

He added: “We’re going to need to evolve, because the world is changing quickly and we’re going to need to change with it.”

The backlash against the changes was typified by Kylie Jenner, a member of the Kardashian clan and social media power user, who posted a widely shared story on the site calling on the service to “make Instagram Instagram again”. Her post was re-shared by her older sister Kim Kardashian.

Stop trying to be TikTok, I just want to see cute photos of my friends,” Jenner added, signing the post “sincerely, everyone”.

The intervention may be lighthearted, but in the influencer world, Jenner means serious business. In 2018, a single tweet from the socialite asking “does anyone else not open Snapchat any more” wiped $1.3bn off the market cap of the social network, cementing the impression that a much-vaunted redesign had failed to land and forcing the company to backtrack a few weeks later.

Instagram’s makeover is widely seen as a response to TikTok’s continued growth, in particular among younger American users. In the UK, Instagram remains the third most-visited social network, according to Ofcom stats from September 2021, but globally TikTok appears to lead, with more downloads than any other app, according to the analytics firm Sensor Tower.

By boosting algorithmic recommendations, allowing users to “remix” posts (akin to TikTok’s “Duet” feature), and promoting full-screen vertical video above photos, Instagram is attempting to turn its main app experience into something similar to that of the Chinese-owned upstart.

Its sister app, Facebook, is undergoing a similar rebirth. Last week, Mark Zuckerberg announced a revival of the “chronological feed” in the main Facebook app, alongside a newly algorithmic “home” tab, again an attempt to imitate TikTok’s popular “For you” page.

“Our discovery engine will recommend the content we think you’ll care most about,” Zuckerberg said in a post announcing the change.
Newsletter

Related Articles

0:00
0:00
Close
London Daily Podcast: London Massive Pro Democracy Rally, Musk Support, UK Economic Data and Premier League Results Mark Eventful Weekend
This Week in AI: Meta’s Superintelligence Push, xAI’s Ten Billion-Dollar Raise, Genesis AI’s Robotics Ambitions, Microsoft Restructuring, Amazon’s Million-Robot Milestone, and Google’s AlphaGenome Update
Le Pen Tightens the Pressure on Macron as France Edges Toward Political Breakdown
Musk calls for new UK government at huge pro-democracy rally in London, but Britons have been brainwashed to obey instead of fighting for their human rights
Elon Musk responds to post calling for the murder of Erika Kirk, widow of Charlie Kirk: 'Either we fight back or they will kill us'
Czech Republic signs €1.34 billion contract for Leopard 2A8 main battle tanks with delivery from 2028
USA: Office Depot Employees Refused to Print Poster in Memory of Charlie Kirk – and Were Fired
Proposed U.S. Bill Would Allow Civil Suits Against Judges Who Release Repeat Violent Offenders
Penske Media Sues Google Over “AI Overviews,” Claiming It Uses Journalism Without Consent and Destroys Traffic
Indian Student Engineers Propose “Project REBIRTH” to Protect Aircraft from Crashes Using AI, Airbags and Smart Materials
French Debt Downgrade Piles Pressure on Macron’s New Prime Minister
US and UK Near Tech, Nuclear and Whisky Deals Ahead of Trump Trip
One in Three Europeans Now Uses TikTok, According to the Chinese Tech Giant
Could AI Nursing Robots Help Healthcare Staffing Shortages?
NATO Deploys ‘Eastern Sentry’ After Russian Drones Violate Polish Airspace
Anesthesiologist Left Operation Mid-Surgery to Have Sex with Nurse
Tens of Thousands of Young Chinese Get Up Every Morning and Go to Work Where They Do Nothing
The New Life of Novak Djokovic
The German Owner of Politico Mathias Döpfner Eyes Further U.S. Media Expansion After Axel Springer Restructuring
Suspect Arrested: Utah Man in Custody for Charlie Kirk’s Fatal Shooting
In a politically motivated trial: Bolsonaro Sentenced to 27 Years for Plotting Coup After 2022 Defeat
German police raid AfD lawmaker’s offices in inquiry over Chinese payments
Turkish authorities seize leading broadcaster amid fraud and tax investigation
Volkswagen launches aggressive strategy to fend off Chinese challenge in Europe’s EV market
ChatGPT CEO signals policy to alert authorities over suicidal youth after teen’s death
The British legal mafia hit back: Banksy mural of judge beating protester is scrubbed from London court
Surpassing Musk: Larry Ellison becomes the richest man in the world
Embarrassment for Starmer: He fired the ambassador photographed on Epstein’s 'pedophile island'
Manhunt after 'skilled sniper' shot Charlie Kirk. Footage: Suspect running on rooftop during panic
Effective Protest Results: Nepal’s Prime Minister Resigns as Youth-Led Unrest Shakes the Nation
Qatari prime minister says Netanyahu ‘killed any hope’ for Israeli hostages
King Charles and Prince Harry Share First In-Person Moment in 19 Months
Starmer Establishes Economic ‘Budget Board’ to Centralise Policy and Rebuild Business Trust
France Erupts in Mass ‘Block Everything’ Protests on New PM’s First Day
Poland Shoots Down Russian Drones in Airspace Violation During Ukraine Attack
Brazilian police say ex-President Bolsonaro had planned to flee to Argentina seeking asylum
Trinidad Leader Applauds U.S. Naval Strike and Advocates Forceful Action Against Traffickers
Kim Jong Un Oversees Final Test of New High-Thrust Solid-Fuel Rocket Engine
Apple Introduces Ultra-Thin iPhone Air, Enhanced 17 Series and New Health-Focused Wearables
Macron Appoints Sébastien Lecornu as Prime Minister Amid Budget Crisis and Political Turmoil
Supreme Court temporarily allows Trump to pause billions in foreign aid
Charlie Sheen says his father, Martin Sheen, turned him in to the police: 'The greatest betrayal possible'
Vatican hosts first Catholic LGBTQ pilgrimage
Apple Unveils iPhone 17 Series, iPhone Air, Apple Watch 11 and More at 'Awe Dropping' Event
Pig Heads Left Outside Multiple Paris Mosques in Outrage-Inducing Acts
Nvidia’s ‘Wow’ Factor Is Fading. The AI chip giant used to beat Wall Street expectations for earnings by a substantial margin. That trajectory is coming down to earth.
France joins Eurozone’s ‘periphery’ as turmoil deepens, say investors
On the Anniversary of Queen Elizabeth’s Death: Prince Harry Returns to Britain
France Faces New Political Crisis, again, as Prime Minister Bayrou Pushed Out
Murdoch Family Finalises $3.3 Billion Succession Pact, Ensuring Eldest Son’s Leadership
×