- Instagram will no longer update when the app is opened
- The change was confirmed in an Instagram story by Instagram director Adam Mosseri.
- This solves a long-term frustrating problem with the app.
Instagram finally fixed its most annoying problem after years of frustration for its billion-dollar user base.
Instagram boss Adam Mosseri confirmed (via Instagram Stories, naturally) that the app will no longer refresh the feed as soon as you open it, but will instead show you a feed that doesn't disappear after new content is uploaded.
The previous system would display cached or previously loaded content in the feed while new images and videos were uploaded, and then refresh the feed to display the new material. This was apparently good for engagement, but very frustrating for users, who would start watching a video or reading a post, only for it to disappear into the digital ether, never to be seen again.
It turns out that the behavior above was completely intentional, despite how frustrating it could be to experience.
Mosseri confirmed the intentional nature of the so-called “rug pulling,” as well as the upcoming change in the app's behavior, in an AMA asked via Instagram Stories.
This will be a welcome change for many, especially as Instagram continues to increasingly focus on longer, denser forms of user-generated content.
In August, we reported that Instagram had started allowing slideshows of up to 20 images, doubling the previous limit of 10. And earlier this year, Instagram increased the maximum length of a reel, the app's answer to the vertical short format TikTok style. videos – 3 minutes.
Along with fixed update behavior, these changes suggest that Instagram could be putting a renewed emphasis on meaningful engagement, rather than measuring success solely by screen time.
However, this is pretty broad speculation, and it could be the case that screen time, and therefore advertising revenue, simply increases with this way of doing things.
For the latest news, be sure to check out our dedicated Instagram coverage, as well as our phones coverage for the latest on other essential apps.