Instagram is Favouring Algorithm-Based Feeds

In a recent Q&A session, Mosseri explained why Instagram and other social platforms are focusing more on algorithm-driven, recommendation-based feeds rather than sticking to the chronological, follower-only model. According to him, Instagram has experimented with a following-only feed multiple times, but the results were consistently disappointing. He noted:

“Every time we have [tested it], there’s a sub-group of people who are happy, [but] there’s a bunch of people who forget that they’re in it, and overall, everybody who’s in it uses Instagram less and less over time. And when we ask them questions like ‘how satisfied are you with Instagram?’ they actually report being less happy with Instagram over time.”

In other words, while some users say they want to see posts only from the people they follow, in practice, it leads to lower engagement and reduced user satisfaction. People just don’t stick around as long, and the snowball effect impacts overall interaction on the platform, including likes, comments, and messages.

The Algorithmic Feed Shift

The shift to AI-driven recommendations has been largely inspired by TikTok, which relies heavily on its algorithm to show users content they’ll enjoy, regardless of whether they follow the creators. Instagram, as well as platforms like Facebook and X (formerly Twitter), have adopted this approach because the data shows it works—users spend more time on the app when they’re served content based on their interests, not just their social connections.

In fact, about 50% of what Instagram users see is now powered by its recommendation engine. This doesn’t sit well with some users, but Instagram’s numbers show that it leads to longer sessions and, crucially, more ad views, which directly benefits Meta’s bottom line.

Ongoing Exploration of Alternatives

Despite this, there is a demand for better access to content from accounts people follow. Instagram has introduced features like the “Following” feed, the ability to snooze recommendations, and “Favourites,” which lets you prioritise posts from certain accounts. While these features aim to address the desire for more control over what users see, the platform remains committed to its recommendation-heavy model because it drives engagement.

So, while Instagram isn’t ruling out further tweaks to how your feed works, it seems clear that the algorithmic approach is here to stay—because at the end of the day, it keeps people scrolling longer.

In summary, while a follower-only feed sounds appealing to many, the data shows it just doesn’t work. And as long as algorithmic recommendations drive up engagement (and revenue), that’s where social apps like Instagram will continue to focus.