Instagram just fixed its worst habit and I couldn’t be happier
- Instagram no longer refreshes when the app is opened
- The change was confirmed in an Instagram story by Instagram head Adam Mosseri
- This fixes a frustrating long-term issue with the app
Instagram has finally solved its most annoying problem after years of frustration for its billion-dollar user base.
Instagram head Adam Mosseri confirmed (via Instagram storiesof course), that the app will no longer refresh the feed as soon as you open it, but instead show you a feed that doesn’t disappear after new content is loaded.
The previous system would display cached or previously loaded content in the feed as new images and videos were loading, and then refresh the feed to reflect the new stuff. This was apparently good for engagement, but very frustrating for users, who would start watching a video or reading a message, only to have it disappear into the digital ether, never to be seen again.
It turns out that the previous behavior was entirely intentional, despite how frustrating it can be to experience it.
Mosseri confirmed the intentional nature of the so-called “back pull,” as well as the coming change in the app’s behavior, in an ask-me-anything (AMA) conducted via Instagram Stories.
This will be a welcome change for many, especially as Instagram continues to increase its focus on longer, more compact forms of user-generated content.
In August, we reported that Instagram had started allowing slideshows of up to 20 images, doubling the previous limit of 10. And earlier this year Instagram has increased the maximum length of a reel – the app’s answer to TikTok-style vertical short videos – up to 3 minutes.
Together with steady refresh behavior, these changes suggest that Instagram could place a renewed emphasis on meaningful engagement, rather than measuring success solely by screen time.
However, this is a fairly broad speculation, and it could be that screen time, and therefore ad revenue, simply increases due to this way of working.
For the latest news, check out our dedicated Instagram coverage, as well as our phone coverage for the latest on other essential apps.