Do you wish Instagram or Facebook would introduce a “following only” feed, where you'd see just the latest posts from accounts you've deliberately chosen to follow? Unfortunately, that option isn't likely to appear anytime soon.
In a recent Q&A session, Instagram's head, Adam Mosseri, addressed this idea and explained why social apps are now shifting towards algorithm-driven, recommendation-based feeds instead of purely following-based ones.
Mosseri explained:
“We’ve definitely thought about it and tested it multiple times. While a small group of users appreciate it, many forget they’re using it, and overall, those who do use it tend to spend less time on Instagram. When we ask for feedback, they report feeling less satisfied with the app over time. This also has a ripple effect: as these users become less active, their friends engage less too, leading to a decline in likes, comments, and messages—it just snowballs from there.”
In short, even though some users might prefer a following-only feed, the data shows that engagement and overall satisfaction drop when it's available.
That’s why 50% of the content you see on Instagram now comes from AI-based recommendations, not just from accounts you follow. The goal is to enhance your experience and keep you engaged longer. While you may find it frustrating to see posts from accounts you don’t follow, the overall stats suggest that this approach works better for Instagram’s user engagement.
This strategy was inspired by TikTok, which focuses on serving the most entertaining content, rather than prioritizing who you follow. TikTok's success in maximizing time spent on the app has led other platforms like Instagram, X (formerly Twitter), and Snapchat to adopt similar algorithmic feeds.
The numbers show that users spend more time on the app when they’re served content the algorithm predicts they’ll enjoy, which is why this shift makes business sense.
Mosseri also noted that Instagram is still looking for ways to address user needs:
“We recognize that there’s a segment of users who want quick access to content from their connections. We’ve tried to meet this demand with a Following feed, letting users Snooze recommendations, and adding Favorites, so you can ensure you don’t miss posts from certain accounts. But we’re continuing to explore how we can improve this.”
That said, don’t expect any drastic changes soon. As long as keeping you in the app longer generates more ad revenue, the current feed structure is likely here to stay.
Makes sense why your feed looks the way it does now, right?