Social Media

Instagram rolls out suggested posts that let users scroll endlessly

Instagram - Appy Pie

Instagram is enhancing its feed with the launch of Suggested Posts. These posts, from accounts that users don’t follow, will show up after they have reached the end of their feed and will provide them the choice to keep scrolling with Instagram’s recommendations.

Till now, the feed has been decided by user preferences and the people they follow. For the past few years, Instagram has been showing users a message as they reach the end of their feeds, making it clear that they have seen every post over the past two days from people they follow.

However, with the new Suggested Posts, users have the choice of scrolling past that marker for viewing more content.

Suggested Posts will retain users to the feed for a far longer time and the suggested posts will be different from the ones visible in the Explore section.

Julian Gutman, head of product at Instagram Home said, “The suggested posts won’t be the same ones that can be viewed in Explore. They will be related to the content that users already follow, whereas Explore points people towards totally adjacent content.” However, Gutman declined to comment on how often users actually reach the end of their feeds on a daily basis.

The move seems to be a complete reversal from Instagram’s stand on the screen time two years ago. When it launched the end of feed notification, the company’s former CEO and co-founder, Kevin Systrom, had introduced it as a decision made with users’ mental health in mind.

Gutman said, “Initially the product was not been designed to keep people glued to their phones but suggested posts could easily keep people on the app for longer.”

The Suggested Posts will make Instagram far more similar to TikTok in giving users a continuous feed of content.

Users will also have the option of removing certain suggested posts. They can click on the three dots just near any post and tap on ‘Not Interested’.

Suggested Posts will ultimately be good for Instagram, as users will potentially end up spending more time using the app and also see more ads.


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