The changes will start working by the end of 2023.

• At the end of July, active Instagram users launched an action against the current policy of the social network: people do not like the fact that the platform is moving further away from its original concept and continues to copy TikTok in pursuit of the same popularity. The movement was supported even by the world’s major Influencers.
• However, the head of Meta, Mark Zuckerberg, did not listen to users’ demands. In his report to investors, he said that, on the contrary, there would be more recommendations in the feeds.

One of the big transformations in our business right now is that social media feeds are moving from being largely driven by the accounts that you subscribe to, to being increasingly driven by AI recommending content that you might find interesting, even if you don’t follow those accounts.

Mark Zuckerberg

According to Zuckerberg, about 15 percent of the content in the Facebook feed and “a little more” on Instagram is from people the user hasn’t subscribed to. That number will double by the end of 2023. He believes these changes will have a “beneficial” effect on user engagement and feed quality.

Earlier, the head of Instagram Adam Mosseri said that the social network does not plan to return to past formats, but will develop new ideas, listening to valid criticism. According to him, most people do prefer video, and recommendations still need to be developed to show users the right content.