Adam Mosseri just addressed the controversy over Instagram’s recent changes. he missed the most important point

On Tuesday, Instagram boss Adam Mosseri posted a Video Addressing the recent complaints from users about the changes being made by Instagram to its app. Those complaints are best summed up in a post by Kylie Jenner:

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“Make Instagram Instagram again.”

Despite what you might think of Jenner, she has a thing. Lately, Instagram has been looking a lot less like the photo-sharing app that people love, and a lot more like its biggest competitor, TikTok. Same goes for Facebook, for that matter.

Both the apps are making changes with the aim of making them like TikTok, which is growing at a very fast rate, and attracts more and more attention among young people. This is a big problem if you’re Instagram. Meditation is everything.

Mosseri explains the changes as follows:

There’s a lot going on on Instagram right now. we are using a
Number of different changes to the app. We are hearing the concerns of many of you, so I wanted to take a moment and clarify a few things.

Mosseri then describes the changes Instagram is testing to make the videos and photos you see in your feed full screen – a departure from the signature Square feed that existed from the beginning. He also talked about how Instagram is moving towards better support videos because “more and more Instagram is going to become video over time.”

According to Mosseri, more people are sharing videos, and Instagram is just “trying to evolve as the world is rapidly changing.” There is a problem though, and it is best highlighted in the third thing Mosseri talked about, which are recommendations.

Facebook and Instagram are changing the algorithm that powers the main feed you watch to show you content that isn’t from people you follow, or — on Facebook — from groups of which you are a part. As Mosseri says, the goal is “to help you discover new and interesting things on Instagram that you might not have known even existed.”

Except, what if that’s not why people turn to Instagram? What if people only want to use Instagram to see photos and videos from the people they follow? After all, those are probably the things they care about the most. However, there’s a problem and this is the part that Mosseri left out: Your friends and family just aren’t that interesting.

If you follow 500 people on Instagram, chances are only a few dozen share a few on any given day. It’s so easy for you to see everything they’ve posted and then move on to something else. There just isn’t enough content to keep you busy so you’ll get bored and move on to something else – like TikTok.

Except, keeping you engaged is the whole reason Instagram exists. Every time you comment on something, to “Like” a post, or tap the little heart to search for anything, two things are happening. First, you’re spending more time on Instagram, which is good for Instagram because it means you have more opportunities to show ads.

second, every time you interact with content on Instagram, you’re telling him more information that he can use in his algorithm to show you more content that he thinks you like, and –More Important–Shows you more ads that match what it thinks are.

You’ve probably noticed that these two are ultimately about showing you ads. That’s it. That’s the whole product – the focus in advertising revenue. Right now, a lot of that attention is going elsewhere, and it’s an existential problem for Instagram.

Of course, there are other ways to keep people engaged. You can make your product more useful by the way your customers actually use it, not the way you want them to use it.

Instead, Meta is so scared that she is losing out to TikTok that she is doing everything possible to become TikTok. I’m sure you can see the problem – when people want to do tiktok things, they open tiktok. If they open Instagram, it’s because they want to do Instagram things. This is the most important point, and it seems that Mosseri missed. Instagram will never be a better version of TikTok than TikTok.

Well, this is true for every business. You are never going to be the better version of your competition. When you spend so much effort, people who are using your app or product feel isolated because you’re making it harder for them to do what they love about your app .

The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.