You don't want the old Instagram

The shift to putting creators in the driver’s seat was a long-awaited one. But no good thing comes without unintended consequences. Users were uploading 300 hours of video to YouTube every single minute; over 100 million photos were posted to Instagram each day. Even when we look today, it’s impossible to keep up with the number of new Tweets, emai... See more

Sure, some number of people continued to use Instagram primarily as a social network, but Meta, more than anyone, had an understanding of how Instagram usage had evolved over time.

Choosing to remain true to Instagram’s core purpose requires conviction. It requires a willingness to accept certain limits. It wouldn’t be popular in the boardroom. But it’s the strongest move.