On the internet the attention is a precious commodity for which websites, media outlets, platforms of streaming and social networks. Attention, not only the number of users but also the time they remain connected to one service or another, is the key that determines the distribution of the fuel that keeps the entire Network running: the advertising.
With Internet users’ attention increasingly fragmented, it is essential to retain them, whatever the cost. If that entails copying the one who succeeds, then go ahead. And today, the one that triumphs is Tik Tokboth in downloads and in the number of users or the time these users spend online.
This goal of competing with the Chinese network is what has inspired some of the changes recently announced by platforms such as YouTube, Facebook or, in recent days, Instagram.
The social network owned by Meta had announced news to privilege the videos on photos and the recommendations of their algorithms (discovery enginethey call it) on posts from the user’s contacts.
Both lines were part of the same strategy: to hold back to their customers. Videos capture more attention (they consume more of the user’s time, so to speak) and, furthermore, with endless recommendations of supposedly interesting content or accounts, they can engage more easily and for longer than showing only what our contacts publish.
redesign
This renovation materialized in a redesign that, on the one hand, showed the publications of the feed a full screen (again, as in Tik Tok) and, on the other, it enhanced the Reels (short videos with audio effects, effects or filters) versus the contents static (the pictures).
The promotion of Reels (which Meta explained because they account for 20% of the time users spend on Instagram) went through automatically convert all videos to that format uploaded and, in addition, privilege that section in the contents that it shows in its feed to users. This is how he explained it on Twitter Adam Mosseridirector of Instagram:
👋🏼 There’s a lot happening on Instagram right now.I wanted to address a few things we’re working on to make Instagram a better experience. Please let me know what you think 👇🏼 pic.twitter.com/x1If5qrCyS
– Adam Mosseri (@mosseri) July 26, 2022
stranger videos
Not many users got to try this redesign, but they all noticed that they no longer saw as many posts from their contacts or the accounts they followed: it was all Reels or content recommendations made by the algorithms.
That is to say, that Instagram, originally a photography social networkit didn’t have as many photos anymore and it certainly wasn’t that social: it only showed videos of strangers.
User dissatisfaction
Changes on social media are often controversial, and it didn’t take long for campaigns to show discontent to emerge, like this one from the photographer Tati Brueningwhich called for Instagram to be Instagram again:
The thing perhaps would not have happened of a few publications of kicking (normal), but two of the stars of Instagram (and the internet in general) came into play, Kim Kardashian and her sister Kylie Jennerwho thanks to their millions of followers have caused quite a stir (campaign on Change.org included) and have brought to the front page of the main online media an issue that would probably have gone unnoticed without them.
Reverse
The real effect that this rebellion has had is not clear, but the fact is that Instagram, for now, is backing down on its plans, as it has announced. in this interview on The Verge Mosseri himself.
The manager insists that the trend points to a increasing consumption of video (so the platform will continue its transition to respond to that demand) and the value of the recommendations of the algorithms (Which he argues enrich the experience because they allow users to find posts and accounts they might not otherwise be aware of).
Instagram will go back to the way it was (for now, repeat), while they look for a way to to integrate that prevalence of video and content suggested by the discovery engine in a way that does not irritated both to its users. Or at least at Kardashianfor which Instagram works much better than Tik Tok and obviously do not want to give up their throne.
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