Adam Mosseri: the old, personal, Instagram feed is dead

5 January 2026

But that’s what Instagram’s (IG) owner wanted of course. Put another way, this means anyone using IG is expected to behave like an influencer, even if they only have a handful of followers.

The comment was made by Mosseri, Head of Meta owned IG, in a year-end presentation (Instagram link), a few days ago. That Mosseri didn’t label his thoughts Instagram Wrapped is a small mercy.

The IG leader also made the point that authenticity is becoming ever harder to gauge, on account of the proliferation of generative AI tools. It doesn’t matter that Meta is playing a part here, what’s important is ascertaining what content posted to IG is genuine, and what is AI generated.

This means more layers of verification, and not just for content, but users also. If that’s not for you, now’s a good time to jump ship. Provided you can establish a presence somewhere else.

But that’s not going to be most people. They have IG pages that their businesses and livelihoods depend upon, and have not realised just how, bit by bit, reliant they’ve become on the platform.

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