Kardashian Clout: Instagram Kills Video-Pushing Feed Test

In response to bitter complaints from Instagram lovers — including primo influencers Kylie Jenner and Kim Kardashian — Instagram is retreating from a test version that opened to full-screen videos and photos driven by algorithmic recommendations.

Instagram CEO Adam Mosseri announced the decision in an interview with newsletter Platformer on Thursday.

Faced by damaging competition from TikTok, Meta has been making format changes to both Instagram and Facebook designed to push short-form video content.

But Instagram users have chafed at the shift away from the app’s traditional emphasis on image-posting.

The test format features Instagram’s Reels in the main news feed. It also includes content from users who lack a follower base and more ads.