Instagram chief thinks a chronological feed is ‘much worse’ and says the quiet part out loud

Instagram's chief executive, Adam Mosseri, has expressed his belief that a chronological feed for social media is "much worse" compared to the algorithmic feed currently used. According to Mosseri, users' average experience deteriorates significantly when switching to a chronological feed. The Instagram CEO further explained that this type of feed leads to users being overwhelmed with content from companies, brands, and publishers, causing creators and close friends' posts to become increasingly drowned out. Users end up missing more content and spend less time on the platform overall.

Mosseri's comments come as Australia considers new legislation that would allow users to opt out of the algorithmic nature of modern social media. The Instagram chief has acknowledged that a switch back to a chronological feed would indeed increase reach for influencers, businesses, and other content creators, but this could also result in close friends' posts being drowned out, especially if the user follows numerous other accounts.

Research shows that engagement dropped by as much as 50% when Instagram users switch back to a chronological feed. While the option to switch to a chronological feed exists today, the app defaults to the algorithmic feed when opened. Users can currently choose between these two options, but Instagram is complying with existing legislation that requires it to offer this choice.