Instagram is no longer a photo-sharing service

Instagram executive Adam Mosseri published a video on his social media accounts in which he revealed that the company is looking to focus on entertainment and video, drawing attention to the success of competitors such as TikTok and YouTube.

Instagram will show users recommendations for topics they don’t follow and make videos more engaging by offering a full-screen mode – so the social network wants to attract users to such content.

The message Instagram is sending is clear: the service no longer wants to be perceived as a “photo-sharing square app,” as Mosseri puts it, but rather as an entertainment app driven by algorithms and video. At this point, however, it’s unclear how Instagram plans to do this – and whether it will incorporate features popularized by apps like TikTok or simply integrate the chips with the capabilities of the parent Facebook.