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Instagram’s Chief Says it Will Halt its Full-Screen Format Test, Scale Back AI-Recommended Posts

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Instagram Outlines Update Visual Elements to Better Connect with its Purpose

Okay, well need to take a step back for a moment here.

Earlier this week, Kylie Jenner shared a post with her 360 million Instagram followers in support of a new petition to ‘Make Instagram Instagram Again’, and revert the app back to how it was before the platform began inserting much more video and recommended content into people’s home feeds.

That petition, which now has more than 225k supporters, calls on Instagram to:

  • Bring back the chronological timeline
  • Stop trying to be TikTok
  • Favor photos in the main display
  • Listen to creators

The main impetus here is that users are not happy with the increase in video content, with many just wanting to see updates from their friends, as opposed to random posts from profiles that they don’t follow in the app.

Instagram chief Adam Mosseri responded to this, explaining that while he understands that some people are annoyed, the changes are based on usage trends, and as such, Instagram’s going to stick with them, in order to align with people’s interests.

Yesterday, Meta CEO Mark Zuckerberg went even further, noting that the amount of content displayed to users based on AI recommendations (i.e. accounts you don’t follow) is going to double over the next year.

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This, increasingly, is where things are headed, which Meta has reiterated once again today.

So, like it or not, this is happening, your Instagram feed is changing in line with broader trends, and the stats show that this is the right path.

Makes sense? Well, now Mosseri has seemingly backtracked on that also.

Today, in a new interview with Casey Newton for Platformer, Mosseri has explained that Instagram will actually take a step back from recommended content, as well as its experiment with a full-screen, TikTok-like viewing experience.

As per Mosseri:

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For the new feed designs, people are frustrated and the usage data isn’t great. So there I think that we need to take a big step back, regroup, and figure out how we want to move forward.”

Mosseri seems to be primarily focused on the full-screen IG feed format, which he says will be phased out entirely over the next couple of weeks. But on its AI recommendations, Mosseri also notes that they got it wrong, and that it needs to be re-assessed.

“When you discover something in your field that you didn’t follow before, there should be a high bar – it should just be great. You should be delighted to see it, and I don’t think that’s happening enough right now. So I think we need to take a step back, in terms of the percentage of feed that are recommendations, get better at ranking and recommendations, and then – if and when we do – we can start to grow again.”

So, you can expect to see fewer recommended posts on IG once again, which is a win for the Kardashians, and another endorsement of their influence over social platforms based on their massive audience reach (though Mosseri says that this wasn’t specifically a factor in its decision).

But it’s also a little confusing. On one hand, Zuckerberg is saying ‘more’, while on the other, Mosseri says that it ‘got it wrong’. Which statement actually holds more true to the longer-term plans for the app is hard to say – though it is worth noting that while Instagram may be reducing these new experiments right now, Mosseri also seems fairly clear on the fact that they are the way forward, and that more recommended video posts will be coming to your IG feed.

Just, maybe, not yet.

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Does that mean that Instagram will ease back to, say, 10% of your feed being recommendations, before ramping back up over the next few months, with the longer-term target of 30% (as stated by Zuckerberg) still in mind?

Honestly? Probably.

Mosseri has underlined the fact that these changes are based on usage trends, and if Instagram can eek out more engagement by aligning with evolving shifts, it’s going to do it. So while it may feel like a short-term ‘win’ for those in support of old IG, I suspect it will be short-lived, and that Meta will continue to lean in to AI recommendations, especially as it seeks to prop up its ad business in any way that it can.

But there is a delicate balance required, and both Mosseri and Zuck are both well aware of this.

At the end of the day, though, Instagram is going to change.

Here’s my tip – I’m guessing that Meta’s currently pushing its team of 70+ lobbyists in Washington to keep amplifying the ongoing concerns with TikTok, in the hopes that the app will face more regulatory scrutiny, and a potential ban in the US.

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Meta spent $20 million on lobbying in 2021, and there’s already an established history of it seeding concerns about its Chinese-owned rival. If Meta can get TikTok banned, or even restricted, that will open the door for Instagram to take hold – just as it has in India, in the wake of the TikTok ban in that region.

In this respect, Instagram’s changes may well be viewed as a pathway to replace TikTok entirely, not just replicate it – and if that happens, you can bet that a lot more people will be more open to Instagram making such updates.

Expect to see more reports of US senators raising serious concerns about TikTok in the coming months.



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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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