Instagram Unveils Algorithm Customization and DM Focus Shift Amidst 3 Billion User Milestone

Instagram, owned by Meta, now boasts 3 billion monthly active users, a significant leap from the 1 billion user mark it reached in 2018, as announced by Meta CEO Mark Zuckerberg and Instagram Head Adam Mosseri.

This milestone underscores the platform’s growth trajectory, with the majority of this expansion attributed to Direct Messages (DMs), Reels, and personalized recommendations over the past few years. Consequently, Mosseri hinted at a shift in focus towards these core features over the coming months.

The emphasis on short-form video content and recommendations from unfollowed accounts has spurred growth for Instagram, though it has also stirred some dissatisfaction among users who prefer viewing photos or content from familiar sources. In an effort to address this, Mosseri revealed plans to introduce a feature enabling users to customize the algorithm that powers Reels’ content recommendations.

The upcoming feature will allow users to select topics of interest, tailoring the type of content displayed on their Reels feed. For instance, if one is tired of college football reels but enjoys film photography and chess, they can choose to exclude college football from their algorithm. Furthermore, the bottom navigation bar within the app is expected to undergo changes, with a direct link to DMs replacing the button for content uploads.

In the context of ongoing legal challenges facing Meta regarding the alleged anticompetitive nature of its WhatsApp and Instagram acquisitions, internal emails have shed light on tensions between Facebook and Instagram. As Instagram gains cultural significance, Meta reaps substantial benefits, yet there are concerns that Instagram’s rise could be detrimental to Facebook’s popularity. With Facebook losing ground among teenagers, Meta has spent several years devising strategies aimed at revitalizing Facebook’s appeal.