Instagram Engagement Plummets 50% Without Algorithm
Adam Mosseri reveals that turning off the algorithm leads to a significant drop in engagement and satisfaction scores, as Australia considers legislation to give users more control over their feeds
Instagram's head, Adam Mosseri, has stated that engagement on the platform can fall by as much as 50% when users switch off the algorithm. This revelation was made during an Australian press briefing, where Mosseri discussed the potential effects of legislation that would force platforms to prompt users to turn off ranking.
Mosseri also noted that satisfaction scores fall off a cliff when users switch off Instagram's recommendation system. This suggests that the algorithm plays a crucial role in shaping the user experience on the platform. The Australian government is currently consulting on legislation that would require platforms to prompt users to turn ranking off, as part of its draft Digital Duty of Care bill.
The bill aims to reduce engagement and time on platform, which is an interesting contrast to Mosseri's warning that less time on the platform is a negative outcome. Mosseri argued that a chronological feed can become overwhelmed with content from companies, brands, and publishers, leading to users missing more content and spending less time on the platform.
## What's at stake The proposed legislation in Australia is part of a broader effort to give users more control over their online experiences. By requiring platforms to prompt users to turn off ranking, the government hopes to reduce the potential harms associated with excessive engagement and time spent on social media. Mosseri's comments suggest that Instagram is wary of this approach, and is instead pushing for algorithm customization to become a core part of the app.
## Background Instagram had previously brought back chronological feeds in 2022 as an option for users, although this required users to select it each time. The platform's algorithm has been a subject of controversy, with some arguing that it prioritizes content from brands and publishers over posts from friends and family. The Australian government's proposal to require a prompt offering users control over their feed is seen as a way to address these concerns and promote a healthier online environment.
The debate around algorithmic feeds and user control is likely to continue, with Mosseri's comments adding fuel to the discussion. As social media platforms navigate the complexities of user experience and online safety, it remains to be seen how they will balance the need for engagement with the need for user control and autonomy.
