Instagram’s head says engagement falls by half without the algorithm

Adam Mosseri has warned that users who switch off Instagram’s recommendation system end up with a worse experience, telling an Australian press briefing that engagement can fall by as much as 50% and that satisfaction scores fall off a cliff.

Mosseri spoke on Thursday as Australia consults on legislation that would force platforms to prompt users to turn ranking off, the ABC reported.

“If you go to a chronological feed, it ends up getting overwhelmed with content from companies, brands, and publishers,” he said.

Users miss more content and spend less time on the platform.

Read the objection carefully, because it is not what it sounds like. Mosseri is not arguing that a chronological feed harms users. He is arguing that it produces less engagement and less time on the platform.

Australia’s draft Digital Duty of Carebill exists because legislators believe engagement and time on platform are the...

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