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The Conversation
The Conversation
T.J. Thomson, Associate Professor of Visual Communication & Digital Media, RMIT University

I studied 10 years of Instagram posts. Here’s how social media has changed

Instagram TJ Thomson Australia
Antoine Beauvillain/Unsplash

Instagram is one of Australia’s most popular social media platforms. Almost two in three Aussies have an account.

Ushering in 2026 and what he calls “synthetic everything” on our feeds, Head of Instagram Adam Mosseri has signalled the platform will likely adjust its algorithms to surface more original content instead of AI slop.

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