The Kardashians hate the new Instagram

If you’ve recently opened Instagram and noticed more reels on your feed or less engagement on your posts and felt the platform was starting to look a little too much like TikTok, you’re not alone. The second most followed person on the app agrees.

Kylie Jenner shared a screenshot of another user’s post to her Instagram Stories today, longing for the good old days of Instagram as a photo-sharing app.

“Make Instagram Instagram again,” the post read. “(Stop trying to be tiktok, I just want to see cute pics of my friends). Sincerely, everyone. Her sister Kim Kardashian also shared the same post, which has over 1.1 million likes The associated Change.org petition has nearly 100,000 signatures.

Picture: Instagram

Instagram’s constant slide into TikTok territory is nothing new — Meta, which owns Instagram, has been pushing Reels for months, which itself is a TikTok clone product. The company has incentivized creators to create reels by rewarding them with cash bonuses and said it downgrades videos reposted from TikTok.

So far, it looks like Jenner has been suffering in silence. But more recent changes like a full-screen effect on videos — and last week’s news that nearly all new videos posted to Instagram will automatically become Reels — seem to have struck a chord.

With 360 million subscribers, Jenner is the second in number of subscribers after footballer Cristiano Ronaldo. A billionaire bemoaning app updates is certainly low on the priority ladder of things happening in the world — the Kardashians’ many businesses are thriving on Instagram, but even with an algorithm or product tweak, they will be fine.

What’s more interesting is whether Instagram cares about comments, especially given Jenner’s history of weight on social platforms. In 2018, after a Snapchat redesign caused the company heartache, Jenner tweeted that she no longer opened the app. Snap’s stock lost about $1.3 billion in value the following day. Jenner isn’t the only one who doesn’t like Instagram’s short videos: When Instagram posted a TikTok video announcing a full-screen video stream test, the post was flooded with backlash, many of which are an iteration from “NOOOOO.”

Instagram did not immediately respond to a request for comment.

Lance B. Holton