Instagram, spades and spades and serious anger. If the photos and videos application really wants to look like its competitor TikTok, some of its millions of users around the world do not really seem to want its new version. Starting with American stars Kylie Jenner and Kim Kardashian. Faced with a vast smear campaign against the new features offered, the social network ended, Thursday, July 28, by pausing the update. Franceinfo summarizes for you this change of strategy which led to the sling.
1April 20: Instagram announces a new version
Half April, IInstagram boss posts a video on Twitter to announce that there will be change. Adam Mosseri explains that the application will soon better rank original content at the expense of existing content that is simply reposted. The aim of the company, which is owned by social media giant Meta (Facebook), is toencourage Instagrammers to create their own videos, called Reels. And, at the same time, to ban sharing TikTok videos on its social network, burying them in the ranking determined by the algorithm.
We’ve added new ways to tag and improved ranking:
– Product labels
– Improved tags
– Originality ranking
Creators are so important to the future of Instagram, and we want to make sure they succeed and get all the credit they deserve. pic.twitter.com/PP7Qa10oJr
-Adam Mosseri (@mosseri) April 20, 2022
Instagram is not the first network to want to copy competitor TikTok, popular for the format of its short and captivating videos. At the end of January, Facebook had recognized that certain competing platforms were harming its growth, especially among young people. “People have a lot of choices on how they want to spend their time. And apps like TikTok are growing really fast,” then underlined Mark Zuckerberg, the founder and boss of Meta.
2July 23: users start a petition to stop the update
But many Instagrammers are disappointed by this new version which looks too much like TikTok. At point start a petition on change.org. The title is unequivocal: “REDO INSTAGRAM INSTAGRAM”. “Make Instagram Instagram again. Stop trying to become TikTok, I just want to see cool pics of my friends”specify the text. Friday, July 29 at midday, more than 230,000 people had already signed it. “I’m on Instagram FOR Instagram, not for TikTok, Facebook, Snapchat…” annoyed a signatory.
The sling does not stop there: a visual calling for the return of the old version of Instagram, and first published by American photographer Tati Bruening, is also widely shared on social networks.
3July 26: Kim Kardashian and Kylie Jenner take their turn at Instagram
Kylie Jenner is the most followed woman on Instagram to date. So when the American influencer from reality TV shares with her 361 million subscribers the visual demanding the return of the old Instagram, the social network teams have reason to worry.
This is what she did on Tuesday July 26 in one of her stories (an ephemeral content that can be consulted for 24 hours) taking care to add the word “PLEASEEEEEEE” (with six E’s). His sister Kim Kardashian (326 million subscribers) imitates him in stride.
4July 28: Instagram announces to suspend its new version
The Instagram boss may have remembered that Kylie Jenner had caused Snapchat to lose $1.3 billion in value in less than 24 hours after posted a tweet. In any case, the sling of users seems to have won the game (at least for the moment): in an interview (in English) granted to the specialized Platformer newsletter, Thursday July 28, the boss of Instagram announces to put the test on hold. “We need to take a step back (…) and come back with a new formula”explains Adam Mosseri. The number of contents “recommended” to users by its algorithm will also decrease, at least temporarily. ‘Cause the boss takes care of specify that this “Withdrawal announced today by Instagram is not permanent”.
“I’m glad we took a risk – if we don’t fail once in a while, we’re not being bold enough.”Adam Mosseri, patron of Instagram
to the specialized newsletter “Platformer”
Debra Aho Williamson, a social media specialist, is convinced that “tAll these anxieties will subside”. “But it goes to show that Instagram has to succeed in its evolution, or risk losing some of its biggest fans.also says the Insider intelligence analyst. Its US Facebook user base is barely growing, and while Instagram is helping to move the boat forward, we’re starting to see a slowdown with teens and young adults.”