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
8 months ago
Alternative title: Instagram wants to kill Instagram
Score: 33 Votes (Like | Disagree)
Johnny907 Avatar
8 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
8 months ago

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

Less Facebook = Better society.
Score: 10 Votes (Like | Disagree)
andrewxgx Avatar
8 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
8 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
8 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 chronological feed option feature

Instagram Now Testing Chronological Feed

Wednesday January 5, 2022 12:01 pm PST by
Back in December, Instagram lead Adam Mosseri said that Instagram was planning to reintroduce a chronological feed, and now Instagram is officially testing chronological feed options. Going forward, there will be three different Instagram feed options available. The "Home" feed will be the Instagram experience that's available today, with Instagram suggesting content that it thinks that...
Instagram Feature 2

Instagram Reintroducing Chronological Feed Option in 2022

Wednesday December 8, 2021 2:29 pm PST by
Instagram is planning to reintroduce a version a chronological feed option in 2022, Instagram head Adam Mosseri said today in a Senate panel on teen safety (via Engadget). "We're currently working on a version of a chronological feed that we hope to launch next year," Mosseri said, explaining that Instagram believes in giving people more control over how they view content. Such a feature...
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 Testing Subscriptions That Let Users Pay for Content From Creators

Wednesday January 19, 2022 10:59 am PST by
Instagram today began rolling out subscription options that are designed to allow Instagram users to pay for exclusive Instagram Live videos and Stories from their preferred creators. As noted by TechCrunch, Instagram is testing the subscription feature with a selection of 10 U.S. creators, each of whom can choose their subscription price. Subscription pricing ranges from $0.99 per month to...
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...
Instagram Feature 2

Instagram Announces New Tools to 'Protect Young People' on the Platform

Tuesday March 16, 2021 7:06 am PDT by
Instagram today announced several new tools and changes coming to the platform with the aim of "protecting young people." Amongst the changes will be the inability for adults to DM teenagers (users under 18 years old) who don't follow them. Instagram says it has partnered with The Child Mind Institute and the non-profit group ConnectSafely to publish a new Parents Guide in the U.S. The new...
Instagram Feature 1

Desktop Instagram Posting Currently Being Tested, Confirms Facebook

Friday June 25, 2021 12:40 am PDT by
Facebook has confirmed rumors that it is testing the ability for Instagram users to post to the picture-based social media platform using a web browser on a desktop computer. With its focus on sharing photos taken with a smartphone camera, Facebook-owned Instagram has long been a mobile-centric social network that lacks many of its basic features in its web browser incarnation, including the ...

Popular Stories

intel vs m1 max chip purple

Benchmarks Confirm Intel's Latest Core i9 Chip Outperforms Apple's M1 Max With Several Caveats

Wednesday January 26, 2022 8:56 am PST by
Benchmark results have started to surface for MSI's new GE76 Raider, one of the first laptops to be powered by Intel's new 12th-generation Core i9 processor. Intel previously said that its new high-end Core i9 processor is faster than Apple's M1 Max chip in the 16-inch MacBook Pro and, as noted by Macworld, early Geekbench 5 results do appear to confirm this claim, but there are several...
General Dropbox Feature

macOS 12.3 Will Include Cloud Storage Changes Affecting Dropbox and OneDrive

Tuesday January 25, 2022 3:31 pm PST by
Dropbox today announced that users who update to macOS 12.3 once that software version becomes available may temporarily encounter issues with opening online-only files in some third-party apps on their Mac. In a support document and an email to customers, Dropbox said it is actively working on full support for online-only files on macOS 12.3 and will begin rolling out an updated version of...
Apple Watch Red Yellow Green Feature 1

Apple Launches Black Unity Braided Solo Loop With 'Unity Lights' Watch Face

Wednesday January 26, 2022 6:05 am PST by
Apple today announced the Black Unity Braided Solo Loop for the Apple Watch, as well as a new downloadable watch face, to celebrate Black History Month. Following the launch of the limited edition Black Unity Apple Watch Series 6 and Sport Band in 2021, Apple today launched the Black Unity Braided Solo Loop as part of its celebrations for Black History Month this year.Apple is launching a...
ios 15

Apple Releases iOS 15.3 and iPadOS 15.3 With Fix for Safari Bug That Leaks Browsing Activity

Wednesday January 26, 2022 10:00 am PST by
Apple today released iOS 15.3 and iPadOS 15.3, the third major updates to the iOS and iPadOS 15 operating systems that were released in September 2021. iOS and iPadOS 15.3 come almost two weeks after the release of iOS and iPadOS 15.2.1, minor bug fix updates. The iOS 15.3 and iPadOS 15.3 updates can be downloaded for free and the software is available on all eligible devices over-the-air in ...
iOS 15

Everything New in iOS 15.4 and iPadOS 15.4: Face ID With a Mask, Emojis, Apple Card Widget, Universal Control and More

Thursday January 27, 2022 12:08 pm PST by
Apple today seeded the first betas of iOS 15.4, iPadOS 15.4 to developers for testing purposes, adding a slew of new features to the latest iOS operating systems. iOS 15.4 is the biggest update that we've had to iOS 15 to date, and it brings Universal Control, Face ID with a mask, new emojis, and tons more. Face ID With a Mask With iOS 15.4, there is now an option to unlock your iPhone...
mobeewave

Upcoming iOS Update Will Allow iPhones to Accept Credit Cards Directly Using NFC

Wednesday January 26, 2022 6:00 pm PST by
Apple is working on a new payments service that will allow iPhones to accept payments directly on device with no additional hardware, reports Bloomberg. Right now, iPhones can accept credit cards with add-ons like the Square Reader, but Apple's new technology will eliminate the need for a third-party product. Individuals and small businesses will be able to accept payments with the tap of a...
macOS Monterey on MBP Feature

Apple Releases macOS Monterey 12.2 With Safari Vulnerability Fix

Wednesday January 26, 2022 10:19 am PST by
Apple today released macOS Monterey 12.2, the second major update to the macOS Monterey update that launched in October. macOS Monterey 12.2 comes over a month after the release of the 12.1 update, which brought SharePlay support. The ‌‌‌macOS Monterey 12.2‌‌ update can be downloaded on all eligible Macs using the Software Update section of System Preferences. Apple has also...