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Instagram v's Creators

Reality TV stars Kim Kardashian and Kylie Jenner have joined Instagram content creators in criticising the platform's new design.

Unless you’ve been living under a rock recently – or have more of a grip on social media than the majority of the population – you would’ve noticed Instagram pushing reel upon reel into your face every time you open the app.

Ms Kardashian and Ms Jenner shared posts on their Instagram Stories asking the Meta-owned platform to "make Instagram Instagram again".

Instagram has recently shifted its focus from individual posts to its own short video format Reels.

But some users are telling Instagram to "stop trying to be TikTok".

Head of Instagram Adam Mosseri admitted in a Reel on Tuesday that there has been "a lot of change all at once" on the platform.

In a bid to compete with TikTok, Instagram has been pivoting to video content for a while now. But in recent months, it’s been almost impossible to find any semblance of the old Instagram — aka photos of your friends, family and people you follow — on the algorithm at all.

Now, given the last time Jenner criticised an app, when in 2018 she tweeted: “sooo does anyone else not open Snapchat anymore? Or is it just me …”, the company lost over $1 billion, we’d say her plea will be taken pretty seriously by the people at the top.

The message the two both shared said: "Make Instagram Instagram again (stop trying to be TikTok. I just want to see cute photos of my friends). Sincerely, everyone."

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