Instagram is testing a new full-screen version of Instagram’s feed that would make scrolling through posts look and feel a lot more like TikTok. Mark Zuckerberg shared a preview of the test on his Instagram Story, saying that the new look would be available to some people “soon.” Show The app began testing a version of a “full-screen” feed last month, but in that test feed posts didn’t actually take up the entire screen of the app. But with the latest version shared by Zuckerberg, posts extend all the way to the top of the screen, much as they do on TikTok. The new look also tweaks the shortcuts for accessing your inbox and creating new posts. Though still an experiment, the new look is in-line with Meta’s stated desire to make competing with TikTok a top priority. On instagram, that’s meant inserting more Reels and “suggested” content into users feed, as well as emphasizing video more than static images. “Photos are still an important part of Instagram, and we're working on ways to improve the way they show up in a full-screen Feed too,” Zuckerberg wrote. Meta is also planning a major revamp of Facebook’s app that would insert more “recommended” content in users’ feeds, rather than posts from friends and pages they follow. Zuckerberg has said the changes are part of broader pivot toward AI-driven recommendations rather than simply relying on users existing social graphs. All products recommended by Engadget are selected by our editorial team, independent of our parent company. Some of our stories include affiliate links. If you buy something through one of these links, we may earn an affiliate commission. All prices are correct at the time of publishing.
Please don't The social network plans to show some users full-screen, recommended videos in their feeds. Matt Winkelmeyer/Getty Images Entertainment/Getty Images Instagram has already attempted to copy TikTok with its Reels feature — an in-app tool for making short-form videos. But now it’s going further, as the company intends to experiment with changes that make the app look even like more TikTok. “We’re also going to be experimenting with how do we embrace video more broadly — full screen, immersive, entertaining, mobile-first video,” Instagram chief Adam Mosseri said in a video. “You’ll see us do a number of things, or experiment with a number of things in this space over the coming months.” Test group — Users in a test group will most noticeably see Instagram begin showing them full-screen videos directly in their feeds, some of which will be recommendations from accounts they do not follow. Ugh. In announcing the plan, Mosseri said that Instagram faces tough competition from all sides and needs to keep people entertained if they’re going to keep them coming back. “Let’s be honest, there’s some really serious competition right now,” Mosseri said. “TikTok is huge, YouTube is even bigger, and there’s lots of other upstarts as well.” Stay in your lane — That’s all fine and well, but Instagram’s plan to compete is by slapping on features from a competitor and then pumping them out to its more than one billion users without asking them if they want it first. Conveniently, Mosseri is announcing the plan just as parent company Facebook defeated an antitrust challenge by the FTC, which tried to argue that Facebook uses its power to dominant the social networking space. Hmm. Instagram in 2021 is a very busy app.InstagramBut at least the way Instagram copied Snapchat Stories made some sense, as Snapchat is more private and ephemeral in nature. TikTok and Instagram are public and permanent — why would a person who uses Instagram even want it to be TikTok when they could just download TikTok? Instead of reacting to what users want from Instagram, it seems the company is instead attempting to define what its users want for them, all in the interest of getting more of their attention. And to maybe prevent encroachment from competitors — but any data you look at will suggest Facebook is not at risk of being defeated. Instagram started out as a simple app where users could share square-shaped photos with no frills. And people loved it for that. But, to increase the bottom line, it’s today chock full of unnecessary features like a shopping tab and the aforementioned Reels product. “We’re no longer a photo-sharing app or a square photo-sharing app,” Mosseri said. But why can’t it just be that? Short-term money, of course. Why is Instagram now like TikTok?The upshot is that people are getting way more videos in their Instagram feeds, and it's going full screen for those videos, so it scrolls like TikTok.
Did Instagram just become TikTok?Instagram Isn't TikTok
But more importantly, it's where they go to see photos shared by their friends, family, and people they explicitly chose to follow. Instagram, like Facebook, is based on users' social graphs. "Who they really are, who they know in real life,” as Warren points out.
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Why does Instagram look like TikTok
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