Instagram’s Chief Adam Mosseri said that Instagram is no longer a photo sharing app in a video posted to his Instagram and Twitter accounts in which he said that the company is heading into entertainment and video with the success of competitors like TikTok and YouTube.
In the video, he also described some of the upcoming changes and experiments coming to Instagram in the future including showing users recommendations for topics they’re not following and making video more immersive by offering a full-screen experience.
There has been some news that Instagram is experimenting with algorithmic additions inside the main Instagram feed that is design to offer topics that users can select for the platform. Instagram has already been offering full screen videos for some of the content posted by IGTV, Reels, and Stories, but Mosseri says the company wants to “embrace video more broadly into Instagram.”
The message is clear from Instagram that it’s no longer a ‘square photo-sharing app’ but a general entertainment platform driven by algorithms, photos and videos.