Why Instagram’s ‘Following’ Feed Won’t Be Making a Comeback

In a recent Q&A session, Instagram Chief Adam Mosseri addressed a long-standing question: Will Instagram bring back the ‘Following’ feed?

For users nostalgic for a simple chronological timeline, the answer is disappointing. Mosseri confirmed that the ‘Following’ feed is unlikely to return because it doesn’t drive the level of engagement Instagram needs to thrive.

While some users appreciate the simplicity of a chronological feed, Instagram’s data suggests otherwise. According to Mosseri:

• Engagement Drops: When Instagram tests the feature, users spend less time on the app.
• Satisfaction Declines: People forget they’re in the ‘Following’ feed and report a less enjoyable experience overall.

This isn’t the first time Instagram has experimented with its feed structure. The shift from chronological to an algorithm-based feed in 2016 was initially met with backlash. However, over time, it allowed the platform to show users more relevant content, increasing engagement and advertiser appeal.

The Role of Algorithm-Driven Feeds

Instagram’s reliance on algorithms reflects a broader trend among social media platforms like Facebook and TikTok. These recommendation-based feeds prioritize content tailored to user behavior, aiming to:

1. Increase User Engagement: Algorithms serve up posts that align with individual preferences, keeping users scrolling longer.
2. Boost Advertiser Revenue: By retaining attention, platforms create more opportunities for targeted ads.
3. Enhance Content Discovery: Users are introduced to accounts, posts, and trends they might not encounter in a chronological feed.

While algorithms can sometimes feel intrusive, they are essential for social media platforms to remain competitive. Instagram’s data-driven approach ensures that users stay engaged, even if it means forgoing features like the ‘Following’ feed.

For those looking to maximize their visibility in Instagram’s algorithmic ecosystem, exploring the Instagram Launches New Profile Cards feature can be a game-changer for personal branding.

Why the Chronological Feed Isn’t Coming Back

Despite occasional tests and user requests, the chronological feed simply doesn’t align with Instagram’s goals:

• Lower User Retention: Chronological feeds often fail to highlight engaging or relevant content, causing users to leave the app sooner.
• Reduced Content Discoverability: Algorithms help creators, brands, and influencers reach wider audiences by amplifying trending or interest-based posts.
• Missed Opportunities: Without algorithmic suggestions, users might overlook content that aligns with their interests, limiting their overall satisfaction.

Mosseri emphasized that Instagram’s priority is to create a seamless, engaging experience for the majority of its users. While nostalgia for the ‘Following’ feed persists, the data-driven approach ensures that Instagram continues to evolve alongside user behavior.

What Does This Mean for Users?

The absence of a chronological feed may seem like a loss, but there are ways to make the algorithm work in your favor:

1. Engage Consistently: The more you like, comment, and share, the better Instagram understands your preferences.
2. Follow Strategically: Curate your feed by following accounts that align with your interests and unfollowing those that don’t.
3. Explore Growth Tools: Consider using services or features like Instagram Profile Cards to boost visibility and connect with your target audience.

By embracing these strategies, users can optimize their experience on Instagram, even in an algorithm-dominated environment.

Author Bio:

By Megan Lewis
Megan Lewis is a digital marketing consultant and social media strategist specializing in algorithm-driven platforms. With over a decade of experience, Megan helps creators and brands navigate the ever-evolving world of social media.