In an era dominated by social media, users are increasingly voicing their desire for a streamlined experience. Specifically, many have expressed interest in a “following-only” feed on platforms like Instagram and Facebook—where the latest posts from accounts they consciously choose to follow take center stage. However, recent insights from Instagram’s chief, Adam Mosseri, indicate that users might need to temper their expectations when it comes to this feature.
While the desire for a feed that prioritizes those we choose to connect with is understandable, the reality is that social media platforms are pivoting away from this model. The shift towards algorithm-driven feeds hinges on user engagement and satisfaction levels, which are critical factors to the platforms’ overall success.
Mosseri reveals a startling trend: attempts to implement a following-only feed have typically led to lower levels of user engagement on Instagram. Although a subset of users may find such a feature appealing, the broader user base may feel less satisfied over time. When asked about their experience, users who engage in a following-only model report decreasing levels of happiness with the platform.
This discontent is often compounded by a ripple effect. As users engage less with content, their activity wanes, leading to fewer likes, comments, and messages not just for themselves, but for their peers as well. This interconnectedness means that one user’s reduced activity can have a cascading effect, diminishing the overall vibrancy of the platform. Social media is inherently social; if people are engaging less, the very social fabric of these platforms is fraying.
Instagram now reports that approximately 50% of its content is derived from AI-based recommendations. While this may frustrate users who are keen to see only updates from their selected accounts, the statistical evidence suggests that algorithm-driven feeds create a more engaging experience overall. By using sophisticated algorithmic strategies, platforms like Instagram are able to identify and present content that will keep users scrolling for longer periods.
This model has been notably inspired by TikTok, which has gained fame for its powerful recommendation engine that showcases videos based on user preferences rather than their social connections. In a digital landscape where entertainment value often trumps social relevance, TikTok has revolutionized the way content is consumed, which is prompting legacy platforms like Instagram to adapt or risk obsolescence.
Meta was once celebrated for its robust social graph, boasting unparalleled insights into users’ connections, interests, and interactions. However, TikTok’s algorithmic approach has demonstrated that entertainment and engagement can be maximized by leveraging user behavior rather than social connections alone. The shift in focus may be disheartening for long-time users whose relationships have historically dictated their feed content, but it underscores a significant paradigm shift in how users interact with digital platforms.
In light of these changes, Instagram’s efforts to introduce features like a “Following” feed or “Favorites” list might offer temporary relief. However, the fundamental model is heavily skewed toward ad profitability and engagement maximization—the true lifeblood of all social media platforms.
Despite the challenges presented by this evolving social media landscape, Mosseri acknowledges the need for continued exploration of user preferences. There is no doubt that a cohort of users longs for a more direct line to their connections’ content, and acknowledging this need is a step in the right direction. Yet, the harsh reality remains that the platforms have strong incentives to prioritize content that maximizes user retention and advertising revenue.
While it may be disappointing for users hoping for a back-to-basics approach, the overall landscape suggests that we are unlikely to see a regression to following-only feeds anytime soon. Instead, social media platforms will continue to innovate with their algorithms to balance user preferences with the economic realities of their business models. As users, we may need to adapt to this new normal where AI-driven content reigns supreme, allowing platforms to thrive in an environment that prioritizes engagement above all else.
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