Instagram Rolls Out New ‘Suggested Posts,' Bringing New Content Recommendations To The Main Feed For The First Time

Source: Instagram

Instagram has rolled out a new ‘Suggested Posts’ feature to its main feed.

Since October 2018, Instagram has let users know when they have seen all recent content from accounts they follow by serving a ‘You’re All Caught Up’ notification. With ‘Suggested Posts,’ users still see the ‘You’re All Caught Up’ notification but now, there is the option to ‘View Older Posts,’ followed by a new section dedicated to ‘Suggested Posts.’

‘Suggested Posts’ surfaces content based on posts from accounts that users like and posts similar to the ones that they like or save. In addition to organic photo and video content, it will feature ads. ‘Suggested’ Posts’ can’t be hidden at this time, but users can provide feedback on the content they are being recommended by clicking the three-dot icon at the top of any post and selecting ‘Not Interested.’

In a statement to TechCrunch, Instagram director of product, Robby Stein shared the following about the feature:

“Our goal is to make it clear when you’re all caught up so you can decide how you want to best use your time. We see people continuing to seek out more posts they’re interested in after catching up with their feeds, so we wanted to learn from that and make it easier to go a little deeper for those who choose to do so.”

‘Suggested Posts’ are currently being rolled out globally.

Insights & Analysis:

The launch of  ‘Suggested Posts’ brings a TikTok-like discovery aspect to Instagram’s main feed for the first time. In fact, it’s a big shift from the platform’s traditional follower-first approach to content distribution.

Although Instagram is positioning this as a feature that is beneficial for users, there has been an overwhelming amount of negative reviews and pushback around ‘Suggested Posts.’

Many see it as being counter-intuitive to the original ‘You’re All Caught Up’ notification and the platform’s previous stance on digital wellbeing since the surfing of additional content will likely lead to users spending even more time on the platform. In addition, while TikTok has had success with its algorithm that is heavy on serving users content outside of who they follow, the Instagram userbase has traditionally preferred to see content only from those who they choose to follow.

Whether ‘Suggested Posts’ grow on users or not, it’s a win for Instagram as it gives it more real estate to place relevant ads and generate more dollars.

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SOURCE: TechCrunch