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Criticized by Kim Kardashian and Kylie Jenner, Instagram takes a break from its TikTok-style transformation

In an interview with a newsletter on Thursday, Adam Mosseri, the owner of the application, indicated that Instagram was going to stop a test, which displayed photos and videos in full screen – like TikTok.

The platform will also reduce the number of content “recommended” to users by its algorithm, at least temporarily.

“I’m glad we took a risk – if we don’t fail once in a while, we’re not being bold enough,” Adam Mosseri told specialist newsletter Platformer.

Heckled by Kim K and Kylie Jenner

The photo and video app, which is owned by social media giant Meta (Facebook), was heckled this week when celebrities Kim Kardashian and Kylie Jenner called on it to “go back to Instagram” and “stop trying to be TikTok”, a message widely applauded and relayed by users.

Meta, like Google on YouTube, have already copied TikTok’s captivating short video format, with “Reels” and “Shorts”, respectively.

At the end of January, the Californian group had recognized that certain competing platforms were harming its growth, especially among young audiences.

“People have a lot of choices about how they want to spend their time. And apps like TikTok are growing very quickly,” said Mark Zuckerberg, founder and CEO of Meta.

Unlike traditional social networks, TikTok does not highlight user contacts. Its success is largely due to its algorithm, which chooses videos from creators based on people’s tastes.