Instagram has quietly eliminated the so-called “rug pull” feature, a move announced by CEO Adam Mosseri during a recent “Ask Me Anything” session on his Instagram account. Instagram Stories. The change promises a smoother browsing experience for users who had become frustrated with sudden content changes when interacting with videos on the app.

Instagram users felt the frustration of “pulling the rug out”

The “Instagram rug pull” feature has been widely recognized as a source of frustration for users. When opening Instagram and starting a video, users often see the content suddenly replaced with a new video. The abrupt change happened before users finished watching the original video. The change left many users confused and having difficulty locating the previous video. Frustration with these interruptions grew as users experienced these unexpected content changes.

Mosseri explained that technology The company initially implemented rug pull as a workaround for loading issues. When the application opens, the preloaded content is presented to users. This avoids loading delays and helps retain the viewer’s attention, improving engagement metrics. However, the user experience has been compromised. After receiving repeated complaints, Instagram has decided to remove this feature completely.

Mosseri admits commitment compromise

In his Instagram story, Mosseri admitted that the feature was useful for engagement in keeping feeds fresh. Still, he noted that users were often frustrated when content changed unexpectedly. According to Mosseri“a little bit of commitment” was made with this change. However, it’s a sacrifice Instagram is willing to make to provide a smoother, less disruptive experience.

“Because we were trying to upload new content and it was taking a while, so we showed you something that had already been uploaded in the meantime, and that’s generally good for engagement. But it’s “really boring,” he admits, “so we stopped doing it,” he said.

With the Instagram By disabling the Rug Pull feature, users gain greater control over their feeds. Content only refreshes while scrolling, allowing for uninterrupted viewing and engagement.