Instagram will roll back some recent changes to the application after coming under fire from users and celebrities alike, including sisters Kylie Jenner and Kim Kardashian.
The photo- and video-sharing service was accused of mimicking the app TikTok after running a test version that opened to full-screen photos and videos, and introducing recommended posts.
Meta, the company behind Instagram, on Friday told ABC News it would roll back both features, a decision based on its findings and community feedback.
"We recognise that changes to the app can be an adjustment and, while we believe that Instagram needs to evolve as the world changes, we want to take the time to make sure we get this right," a META spokesperson said.
It comes after television stars Jenner and Kardashian shared a post to their Instagram stories saying "make Instagram great again".
"Stop trying to be TikTok. I just want to see cute photos of my friends," the post said.
Head of Instagram Adam Mosseri then took to his account to express that he was hearing a lot of concerns about Instagram's experimentation.
Addressing the new, full-screen test, Mr Mossier said, "it's not yet good".
"And we're going to have to get it to a good place if we're going to ship it to the rest of the Instagram community," he said.
Mr Mosseri also addressed concerns that Instagram was moving away from photos and towards videos.
He said there was a shift of people sharing and consuming videos over photos, and Instagram had to lean into it.
Also, he defended Instagram's push of recommended posts, saying they were the company's most-efficient way of helping creators reaching more people.
Within the comments, makeup artist and influencer James Charles — who has more than 22 million followers — pleaded with Mr Mosseri to "please listen to everyone", including A-list celebrities who were speaking out.
Mr Mosseri changed his tune slightly in an interview with tech newsletter Platformer on Thursday when he said the company needed to take a step back.
"I'm glad we took a risk. If we're not failing every once in a while, we're not thinking big enough or bold enough," he said.
"But we definitely need to take a big step back and regroup.
"[When] we've learned a lot, then we come back with some sort of new idea or iteration. So we're going to work through that."
It's expected the full-screen tests will be rolled back over the next two weeks.
