As Instagram's parent company Meta chases TikTok's meteoric rise in short-form video, the app's CEO Adam Mosseri has gone so far as to say that photos are no longer Instagram's priority. Furthermore, users have the impression that they are mostly seeing algorithmically recommended content from accounts they do not follow.
Kylie Jenner and her sister Kim Kardashian, the most followed women on Instagram, shared a petition this week that said, "Stop trying to be tiktok, I just want to see cute photos of my friends." Mark Zuckerberg stated "Social feeds are increasingly being driven by AI recommending content that you'll find interesting from across Facebook and Instagram, even if you don't follow those creators,".
According to Zuckerberg, Meta's AI currently serves about 15% of the content in our Facebook feeds. On Instagram, the figure is slightly higher. "By the end of next year, we expect these numbers to double," he said. That means over 30% of the content in our Instagram and Facebook feeds will come from accounts we don't actually follow.