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Instagram Users Call for the App to Stop Trying to Be Like TikTok, with Kylie Jenner Joining the Push



Instagram Users Call for the App to Stop Trying to Be Like TikTok, with Kylie Jenner Joining the Push

This is probably not ideal for Instagram, and its new approach to content sorting, as it seeks to keep up with the roaring success of TikTok.

As you may recall, earlier this year, Meta CEO Mark Zuckerberg flagged coming changes in approach in how it sorts content within user feeds, with a shift away from your home feed being curated by your social or follow graph, to more of the posts displayed being recommended by AI, ‘even if the content wasn’t posted by a friend or someone you follow’.

That change has been most evident on Instagram, where more and more of your main feed is now being dominated by posts – primarily short-form video clips – from profiles that you don’t follow, which has made it harder to keep up with the content from those that you’ve actually chosen to follow in the app.

That approach has been a big hit for TikTok, in broadening the amount of engaging content that it can show to users to keep them scrolling. But many Instagram users are less than satisfied with the new experience, with almost 100,000 of them signing a new petition calling for Instagram to go back to how it was.


The petition was launched by influencer and photographer Tati Bruening, who wants the app to get back to its roots of photo sharing.

And one particularly influential voice has now also added her voice to those calls.

Kylie Jenner Instagram Story

Kylie Jenner is one of the most influential voices among younger users, with over 360 million followers on IG alone. When she talks, people listen, and already her endorsement of the petition has helped spark thousands more sign-ups in support.

And if past history is anything to go by, Instagram should be listening to what Jenner says too.


Back in 2018, Jenner tweeted this comment in relation to Snapchat’s redesign, which many were similarly unhappy with:

That comment preceded a sudden decline in Snap stocks.

As reported by Vox:

Jenner’s ambivalence regarding the app appeared to have an immediate effect on Snapchat investors. By Thursday at the close of trading, Snapchat’s stock had dropped 6 percent — an estimated loss of between $1.3 billion and $1.6 billion in market value.

Vox further notes that there were several factors which played into this decline, it wasn’t just Jenner’s comments. But they were a significant element – though a similar petition to change Snapchat back to its original format also gained more than 1.2 million supporters at the time.

And it worked, in a way. Snapchat did switch back some features, and refine its approach, in line with user demand. So Jenner’s comments, along with the petition, did spark change.

Will that happen again this time around?


Really, it is a little annoying to see Instagram move further and further away from its original format, especially given that it’s clearly driven by TikTok, and its desperate bid to maintain relevance.

In many ways, that does make sense. Short-form video is the fastest growing content format on IG, and as user habits change, and Instagram continues to lose engagement time to TikTok, it clearly needs to evolve to meet shifting expectations.

The question then is, do people really want a TikTok-like experience on Facebook and Instagram, or does each app serve a different purpose?

And if that is the case, does Meta need to just accept that the usage of its apps will likely decline in favor of TikTok, at least in some elements?

It seems unlikely that Zuck and Co. will be willing to compromise, especially with their ad business on the line, which probably means that Instagram won’t be backing off, as such, despite this new push.

But there could be impacts. Again, when Jenner speaks, many, many people listen, which could ultimately drive more users to TikTok, the opposite of the intended effect of Instagram’s changes.

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Snapchat Shares New Data on the Importance of Brands Supporting Inclusion and Social Causes



Snapchat Shares New Data on the Importance of Brands Supporting Inclusion and Social Causes

Snapchat has published some new insights into how its users view inclusion and diversity, as well as how brands support social movements, in various ways.

To glean insight into this, Snapchat conducted a survey of over 5,000 users from the US, Canada, the UK, Germany, France, Norway, Netherlands, Sweden and Australia, providing a wide breadth of perspectives on how its audience is looking to interact around social issues and movements.

And the results are likely as you would expect, given the young skew of the app – Snapchat users are increasingly inclusive, and are more open to brands that align with their worldview on key issues.

According to Snap’s data, some 75% of Snapchatters would use the word ‘inclusive’ to describe themselves and their friends, while 90% would use the word ‘kind’.

I mean, self-attribution could be different to actual reality, as I assume most people would consider themselves to be relatively kind and inclusive. But even so, Snap’s further insights reinforce this ethos, and the importance of inclusion in their approach.

As per Snap:

“Snapchatters embrace all aspects of who they are, like the causes they care about, the music they love, and the content they create and share online. 8 in 10 say ‘It’s important for me to be true to myself,’ and Pride Month is a time to celebrate their freedom to do so.”


Now, I had to double-check this a couple of times to ensure I wasn’t experiencing a glitch in the Matrix, but Pride Month was in June, and the new survey data was released today. I’m not sure why there’s such a focus on Pride Month given the timing, but the findings are relevant regardless, and could assist in your Snap planning.

Which may well be important, because the data also shows that nearly half of Snapchatters agree that all brands should reflect representation and inclusion.

“Over half of Snapchatters do research to tell if a brand cares about inclusion. In addition to checking to see if a brand has diverse and inclusive content, nearly 1 in 3 Snapchatters will read a brand’s mission statement and values. Likewise, many Snapchatters will look at the brand’s leadership to ensure the brand’s values are represented at an organizational level.

Snapchat inclusion survey

As has been highlighted in various Gen Z surveys and studies, the younger generation takes a much more socially conscious approach to the brands that they deal with, and it’s important for marketers to recognize this within their Snap marketing approach.

The data also shows that 64% of Snapchatters are interested in supporting brands that celebrate inclusion and diversity, while 35% said that they’re more likely to purchase products and services from brands they consider inclusive.

There’s also this:

“More than a quarter of Snapchatters said they would take action on a social issue, including doing further research, making a donation, or participating in an event if prompted by a brand.

So it’s not just the branding benefit of connecting with relevant social causes, and aligning with the perspective of your target market, but it can also help to encourage more activity and adoption of the same causes as a result of your promotions.

These are some interesting notes, which once again underline the brand value of being more upfront in regards to the causes and movements you align with, and promoting that up front, as opposed to keeping it to yourself in fear of turning some people away.


Younger consumers want to know that they’re supporting businesses that support the same things they do, which can also help to broaden awareness, maximize inclusion and evolve perspectives.

Some important notes – you can read Snap’s full study here.

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