Instagram said Thursday it was no longer a photo sharing app and revealed upcoming changes that will make the Facebook-owned platform more like Tiktok.
Adam Mosseri, head of Instagram, said "really serious competition" drove them to lean into entertainment and video "more broadly".
"I wanna start by saying we're no longer a photo-sharing app, or a square photo-sharing app," Mosseri said in a Twitter video.
For one, users will soon be recommended topics or posts they’re not necessarily following. Videos are also about to become more immersive via a full-screen experience, he said.
These two features define TikTok, often creditted for its overnight success. It's an endless, mindless scroll of posts, some of which you didn't think you'd like.
"Let's be honest. There's some really serious competition right now. TikTok is huge, YouTube is even bigger, and there's lot of other upstarts as well. So people are looking to Instagram to be entertained, there's stiff competition, and there's more to do, then we have to embrace that. And that means change," he added.