Instagram chief thinks a chronological feed is ‘much worse’ and says the quiet part out loud
9to5google.com Sep 12, 2026

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

AI-summarised brief · reviewed before publication

Instagram chief Adam Mosseri criticized a chronological feed, stating it is “much worse” than the algorithmic version. He said users experience a decline in quality, with content from brands and publishers overwhelming personal posts, causing creators and friends to be drowned out. Mosseri cited a 50% drop in engagement when switching to chronological. Australia’s new law will let users opt out of algorithmic feeds, a change Instagram has already implemented in other regions. The platform defaults to algorithmic feeds upon opening.

💡 Why It Matters

  • · The debate underscores how feed design directly shapes user interaction and content visibility, influencing both individual engagement and the broader ecosystem of creators and brands.