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The Guardian - UK
The Guardian - UK
Technology
Alex Hern Technology editor

‘Stop trying to be TikTok’: user backlash over Instagram changes

Instagram TikTok Kylie Jenner Kim Kardashian Mark Zuckerberg Facebook
Photo illustration of Tiktok logo seen displayed on an android smartphone with an Instagram logo in the background
Instagram’s makeover is widely seen as a response to TikTok’s continued growth, in particular among younger Americans. Photograph: Avishek Das/Sopa Images/Rex/Shutterstock

Instagram’s head defended the app against a user backlash, after the social network launched a series of changes intended to make it more like its arch-rival TikTok.

The changes, which include an extremely algorithmic main feed, a push for the service’s TikTok-style “reels” videos, and heavy promotion of the TikTok-style “remix” feature, have resulted in users struggling to find content from friends and family, once the bread and butter of the social network.

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