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Instagram is set to add more and more video content to its feed, making it more like TikTok.
The social media app announced it is adding even more 'Reels' features, including templates, 'video merge', dual camera shots, and more.
But not everyone is happy. Both Kim Kardashian and her sister Kylie Jenner, two of the app's most popular users, shared a post this week saying: "Make Instagram Instagram again. (Stop trying to be tiktok I just want to see cute photos of my friends). Sincerely, everyone."
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Meanwhile, a petition to 'bring back chronological timelines' and prioritise photos in the newsfeed has hit nearly 250,000 signatures at the time of writing.
Despite all this, Meta's Instagram chief, Adam Mosseri, has said that the changes have been made in response to user activity.
In a Twitter thread, Mosseri wrote: "One thing I hear a lot is people asking to see more friend content in Feed. I'd love for there to be more friend content in feed, but all the growth in photos and videos from friends has been in stories and DMs.
"We will continue to show photos and videos from friends towards the top of Feed whenever we can, but the best way to keep up with friends seems to be with the other parts of Instagram.
"That said, if you want to make sure to never miss anything from a friend, or from any account for that matter, add that account to your Favourites and we will show their feed posts at the top of Feed."
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However, Mosseri's claims ignore the fact that many users have resorted to using Stories and DMs precisely because the Instagram Feed no longer delivers friends' content to them.
Instead, Instagram users are constantly served up targeted ads, Reels, and algorithmically determined posts from accounts they don't follow.
All in all, it appears that, like Facebook, Instagram's advertising-based business model is increasingly coming into conflict with the original purpose of the social network: to help people share their life with their loved ones.
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