Instagram has rolled out a significant update that removes an oft-criticized feature called “rug pull.” This change comes after users complained about their feeds automatically refreshing upon opening the app, a behavior that many found frustrating.

Here’s a look at what “pull pull” was, why Instagram made this change, and how it improves the user experience.

What was the “pull the mat” function?

“Rug pull” was an internal term used by Instagram for the feature that automatically refreshed the feed whenever users opened the app, especially after a period of inactivity. This behavior often resulted in the first messages appearing on the screen being rejected when new content loaded. Essentially, users would see something they were interested in, but before they could interact with it, it would disappear, forcing them to manually scroll to find it again.

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Although the feature was designed to help load new content quickly and boost user engagement by showing new posts, it often led to a frustrating experience where users lost track of what content they had just viewed .

Why did Instagram delete it?

Instagram head Adam Mosseri confirmed the removal of the rug pulling feature during an AMA (Ask Me Anything) session. He admitted that while the feature aimed to improve user engagement by automatically refreshing the feed, it often ended up being “annoying” for users. The issue was that posts appearing at the top of the screen would disappear before users could interact with them, making the experience less fluid.

The decision to remove the feature was made to improve the overall user experience, even if it meant sacrificing some app engagement metrics. Now, instead of automatically refreshing the feed, Instagram will load the content in the background but only display it once the user scrolls through it. The new content will then be inserted under the posts already visible on the screen.

What does this change mean for Instagrammers?

With the removal of the Rug Pull feature, Instagram users will now enjoy a more predictable and less jarring experience when opening the app. Instead of content moving unexpectedly, users can view posts that initially appear on their screen without being interrupted by the feed automatically refreshing. This change aims to create a smoother and more engaging browsing experience, with fewer distractions and interruptions.