Instagram Plans to Take on TikTok With Full-Screen Video Content

Instagram will start hosting full-screen videos as part of a major shakeup of the social platform, as the Facebook-owned company seeks to make itself more relevant in an era dominated by TikTok and YouTube.

Instagram Feature 1
That's the major take-home from a video shared on Wednesday by Adam Mosseri, the head of Instagram. In the video posted to his Instagram and Twitter account, Mosseri said that the social platform no longer wants to be thought of as the "square photo-sharing app," and will instead lean more into entertainment and video.

Instagram is no stranger to video content, previously offered through things like IGTV, Reels, and Stories, but Mosseri said Instagram would be "embracing video more broadly" going forward, starting with "full screen, immersive, entertaining, mobile-first video," which sounds a lot like TikTok, whose popularity Mosseri concedes is something Instagram wants to emulate.


Instagram will also start testing recommendations over the next couple of months, showing users in their Feed what they may not be following yet. (The platform actually began testing in this department just this week, with the introduction of topics, which users can opt to see more or less of.)

Users should expect plenty of experimentation in this area "over the coming months," said Mosseri, and Instagram intends to be more public about what it's doing and why in the increasingly competitive social media space.

Top Rated Comments

HeavenDynamic Avatar
15 months ago
Alternative title: Instagram wants to kill Instagram
Score: 33 Votes (Like | Disagree)
Johnny907 Avatar
15 months ago
No. As a photographer I use Instagram BECAUSE it’s focus is photos. Yes there are “stories” and “reels” for folks that want to do that as well, but trying to imitate other apps is not the answer. If I wanted TikTok I’d use TikTok. These are two separate markets, and this is just as bad of an idea as that time McDonalds tried selling pizza.
Score: 12 Votes (Like | Disagree)
DinkThifferent Avatar
15 months ago

Alternative title: Instagram wants to kill Instagram
I support this 100%

Less Facebook = Better society.
Score: 10 Votes (Like | Disagree)
andrewxgx Avatar
15 months ago
zukerburg: hey, lets copy every feature from every other social network and people will only use fb
*people start to use ig becouse its not bloated*
zukerburg: hey, fb became to bloated and people want to use something else
*buys not bloated instagram*

zukerburg: hey, lets copy every feature from every other social network and people will only use ig


time is flat circle
Score: 8 Votes (Like | Disagree)
senttoschool Avatar
15 months ago
Instagram is so pathetic. All they can do is copy competitors. No innovation.


Instagram will also start testing recommendations over the next couple of months, showing users in their Feed what they may not be following yet. (The platform actually began testing in this department just this week, with the introduction of topics, which users can opt to see more or less of.)
They started showing posts in my feed from accounts that I didn't follow a year ago already. They hide posts from my following list after just one view and do not give you an option to turn it off. This is incredibly annoying. This is just Facebook 2.0 all over again - forcing you to see content that they think you want to see instead of who you're following. It's so annoying.

A few years ago, Facebook.com reversed course and started showing more posts from your friends and fewer posts from an algorithm because the platform became impersonal. I bet a few years from now, Instagram will have to do the same. Hopefully we'll have something better to replace IG soon.
Score: 7 Votes (Like | Disagree)
paulovsouza Avatar
15 months ago
Why don’t they innovate on the ideas they already stole. IG is so bloated, people can’t even create enough content for all their avenues. No one can convince me IG isn’t a dying platform.
Score: 4 Votes (Like | Disagree)

Related Stories

Instagram Feature 2

Instagram Preparing to Launch Subscriptions to Let Users Pay for 'Exclusive Content' From Creators

Tuesday November 9, 2021 2:29 am PST by
Instagram is preparing to launch in-app subscriptions, allowing users to pay for exclusive content from their favorite creators as the platform looks to move away from conventional ads for monetization, recent App Store listings have suggested. In May of this year, Instagram head Adam Mosseri said in an interview with The Information that the platform was exploring the idea of subscriptions, ...
instagram desktop

Instagram Now Allows Users to Post From Desktop

Tuesday October 19, 2021 10:09 am PDT by
Instagram still doesn't offer an app for the iPad, but the social networking company has expanded how users can upload content to the site, allowing for pictures to be posted from the desktop. According to TechCrunch, Instagram is rolling out desktop posting support this week after testing the feature with a limited number of users over the summer. Sharing a photo or a video under one...
Twitter Feature

Twitter Close Friends Feature in Beta Now Called 'Flock' With 150-Person Limit

Tuesday January 25, 2022 4:15 am PST by
Twitter continues to work on a new feature that lets users post certain tweets to a limited number of close friends in a parallel timeline on the social media platform. Previously floated in July 2021 as "Trusted Friends," the feature is now called "Flock," and will allow users to limit their audience for specific content to no more than 150 people, according to screens uncovered by mobile...
iphone apps lancscape mode

Instagram Head Says iPad App Is Low Priority Because Not Enough People Want It

Monday February 28, 2022 1:45 am PST by
The head of Instagram has commented on Twitter about the lack of an iPad app for Instagram, saying that while the social media platform is asked about an iPad app a lot, there is still not enough demand to warrant one. In a Twitter exchange with YouTuber Marques Brownlee, Adam Mosseri, who runs Instagram, said his company gets asked about an iPad app a lot, but it's "still just not a big...
twitter instagram

Twitter Makes It Easier to Share Tweets to Instagram Stories

Wednesday June 23, 2021 3:35 am PDT by
Twitter on iOS now enables users to easily share tweets directly to Instagram through a Story, rather than having to screenshot and post tweets onto the platform. A new "Instagram Stories" option will appear for iOS users within the Twitter share sheet for a specific tweet. By pressing it, users are redirected to Instagram Stories with an unclickable sticker of that specific tweet. While the ...
Twitter Feature

Twitter's DM Search Bar Now Lets You Search the Content of Messages

Thursday March 24, 2022 3:01 am PDT by
Twitter has bolstered its search feature for direct messages so that users can now search their inbox using keywords and names to find the specific message they are looking for. The DM search bar isn't new, but previously it only allowed you to find the name of a person or a group chat in your inbox. The latest development means you can now refine searches to find particular content in your...
instagram add date of birth

Instagram to Require Users to Provide Their Date of Birth

Monday August 30, 2021 10:53 am PDT by
Instagram today said that it is now requiring all Instagram users to share their date of birth to "create safer, more private experiences for young people." Instagram users who have not already provided their birthday to Instagram will be prompted to share it. Instagram plans to ask for date of birth when the app is opened up, and will provide notifications asking for the information a...
Instagram Feature 1

Instagram to Begin Defaulting Accounts for New Users Under the Age of 16 to Private

Tuesday July 27, 2021 6:41 am PDT by
Instagram will now automatically default the accounts of users on its platform under the age of 16 to "private" during initial account set-up, meaning only followers that a user accepts and approves of will be able to see their photos, videos, and posts, the company announced today. Instagram has been on a recent push to make its platform safer and more secure for younger users, which make...

Popular Stories

iPhone 14 Dummies 1 Feature

Everything Rumored for Apple's September Event: iPhone 14, Apple Watch Pro and More

Friday August 12, 2022 2:34 pm PDT by
There's just about a month to go until Apple holds its annual September event focusing on new iPhone and Apple Watch models. We thought we'd take a quick look at everything that's rumored for Apple's September event to give MacRumors readers a rundown on what to expect when the first fall event rolls around. iPhone 14 The iPhone 14 can probably be described more as an "iPhone 13S" because...
z fold 4 1

Hands-On With Samsung's Latest Foldable Smartphones, the Galaxy Z Fold and Z Flip

Friday August 12, 2022 12:46 pm PDT by
Samsung this week launched its fourth-generation foldable devices, the $1,000 Galaxy Z Flip and the $1,800 Galaxy Z Fold. Though there's no sign of a comparable Apple foldable device on the horizon, rumors suggest prototypes are in the works, so we thought we'd take a look at Samsung's newest smartphones to see what Apple needs to measure up to when a foldable iPhone does come out. Subscribe ...
iPhone 14 Pro Purple Rear Flat MacRumors Exclusive

iPhone 14 Pro: Analyst Believes Storage Will Continue to Start at 128GB Despite Rumored Price Increase

Friday August 12, 2022 7:04 am PDT by
It wouldn't be the month before an iPhone launch without a few back-and-forth rumors, with the latest debate concerning iPhone 14 Pro storage. iPhone 14 Pro render by Ian Zelbo While research firm TrendForce forecasted that iPhone 14 Pro models could start with an increased 256GB of storage, Haitong International analyst Jeff Pu today forecasted that the upcoming Pro models will continue to...
iPhone 14 Pro Purple Front and Back MacRumors Exclusive feature

iPhone 14 Is Just a Few Weeks Away: Three Tips to Prepare for the New iPhone

Wednesday August 10, 2022 4:08 am PDT by
The launch of the new iPhone 14 is just a few weeks away, meaning millions of iPhone customers will soon upgrade their existing iPhone or perhaps get an iPhone for the first time. Exclusive MacRumors iPhone 14 Pro renders by graphic designer Ian Zelbo Whether upgrading from an older model or this is your first iPhone, we've rounded up a few tips to help you prepare for the next flagship...
iPhone 14 Pro Lineup Feature Silver

Kuo: Apple to Increase Prices of iPhone 14 Pro Models

Wednesday August 10, 2022 8:22 am PDT by
Apple plans to increase the prices of iPhone 14 Pro models compared to iPhone 13 Pro models, according to analyst Ming-Chi Kuo. Kuo did not reveal exact pricing for the iPhone 14 Pro models. However, in a tweet today, he estimated that the average selling price of the iPhone 14 lineup as a whole will increase by about 15% compared to the iPhone 13 lineup. In the United States, the iPhone...
top stories 13aug2022

Top Stories: New Battery Percentage Icon in iOS 16, USB-C AirPods Rumor, and More

Saturday August 13, 2022 6:00 am PDT by
This week brought some shocking news for iOS 16 beta testers, with Apple bringing back the iPhone battery percentage to the status bar after a number of years. Other news and rumors this week included word that Apple has started recording portions of its media event planned for next month to introduce the iPhone 14 and Apple Watch Series 8, claims about iPhone 14 Pro pricing and Apple's...