Reality TV stars Kim Kardashian and Kylie Jenner have added their voices to a growing chorus of criticism against Instagram's new design, urging the Meta-owned platform to 'make Instagram Instagram again'. Both sisters shared posts on their Instagram Stories asking for the app to halt its shift towards short-form video content, echoing sentiments from many users who feel the platform is trying to emulate TikTok.
Instagram has recently pivoted its focus from static photo posts to its Reels feature, a move that has frustrated creators and everyday users alike. Adam Mosseri, head of Instagram, acknowledged the backlash in a video on Tuesday, admitting there has been 'a lot of change all at once'. He defended the evolution, saying the platform must 'lean into' the growing preference for video while still supporting photos. Mosseri also promised improvements to features such as full-screen mode and content recommendations.
This is not the first time Kylie Jenner's social media activity has had a significant impact. In 2018, her tweet criticising Snapchat's redesign wiped $1.3 billion (£1 billion) off Snap's market value. Now, with 360 million Instagram followers, her call to 'stop trying to be TikTok' has amplified a petition started by photographer Tati Bruening. The petition, which demands a return to chronological timelines and an algorithm that favours photos, has gathered over 140,000 signatures.
Bruening, who created the original meme that sparked the movement, said she was frustrated that her friends' posts had disappeared from her feed. 'We just want to see when our friends post,' the petition states, adding that 'the beauty of Instagram was that it was INSTantaneous'. Despite supporting the app's evolution, Bruening noted a 'stark difference' in the content visible now, leaving many photographers wondering how to grow their platforms on an app that no longer favours their work.
