According to Adam Mosseri, Instagram's head, the app's refreshing issue was a deliberate feature, known internally as 'rug pull', designed for user engagement and load efficiency.
Mosseri explained that the app often loads new content to enhance performance; however, this practice frustrated users seeking to engage with posts they originally opened.
The constant reloading increased engagement metrics significantly—one view turns to two when unexpected new content appears, leveraging Instagram’s vast user base for better performance.
Despite the engagement benefits, users voiced frustration, feeling robbed of the posts they intended to view. This change signals a new commitment to user experience over metrics.
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