Instagram’s chief executive, Adam Mosseri, has cautioned that removing algorithms from the platform could lead to a poorer user experience, characterized by increased exposure to brand content and reduced time spent on the app. His remarks came amid the Australian government’s proposal to give social media users the option to opt out of algorithm-driven feeds in favor of reverse chronological order.
The Australian prime minister, Anthony Albanese, announced the plans on Tuesday, outlining a requirement for platforms to prompt users to choose between algorithmically recommended content and a chronological feed displaying posts from accounts they follow. The Labor government aims to introduce these changes alongside additional measures designed to combat online harm.
Speaking in a media briefing on Thursday to launch Instagram’s Algo Confessions series in Australia, Mosseri did not directly address the government’s proposal but described how Instagram currently uses multiple algorithms. These include ranking systems for stories, message suggestions based on interactions, and the main feed algorithm that curates content. The new series, which debuted in Australia following its US launch, features influencers and celebrities explaining how Instagram’s content selection works and how users can exert some control by adjusting tag preferences.
Mosseri said that only a small, vocal minority favors returning to a reverse chronological feed. He argued such a shift would incentivize frequent posting, predominantly benefiting brands and companies, who post more often than creators or friends. “People would be overwhelmed by brand content, and creators and friends would be drowned out,” he stated. According to Mosseri, this would reduce user interest and engagement, ultimately shrinking the overall reach and leading to frustration among users whose reach declines.
He acknowledged the imperfection of ranking algorithms, noting that they tend to prioritize measurable metrics while undervaluing harder-to-measure factors. Mosseri described Instagram’s ranking system as “a black box” but said the company is working to increase user control by allowing individuals to opt out of certain content topics. He also highlighted future plans to employ Meta’s AI models to enable users to interact with the app to understand why they receive specific content recommendations.
Mosseri rejected claims that Instagram is addictive in a clinical sense, differentiating between colloquial use of the term “addicted” and medically defined addiction, which involves withdrawal symptoms. While he recognized the controversy around this stance, he maintained that social media use does not meet the clinical criteria for addiction.
This assertion contrasts with research indicating that frequent use of social media algorithms can influence dopamine pathways in ways analogous to substance addiction for some individuals. In a recent US court case addressing the addictive nature of Meta’s products, the company’s legal representatives acknowledged the difficulties some users face but emphasized the existence of tools to mitigate these issues. Meta subsequently settled the case for US$18 billion without admitting wrongdoing.