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Why Instagram’s boss is relocating to London

Published

3 years ago

August 3, 2022

A Meta Inc. spokeswoman announced today that Instagram boss, Adam Mosseri, plans to locate to London temporarily to help reinforce operations in the region

The spokeswoman reported that the aim of this move is to increase the global expansion of Instagram by attracting a greater number of quality creators to earn their living from contributing to the platform.

It is an interesting time for such an announcement as the Head of Instagram continues to diffuse the backlash generated over the past week in response to Instagram’s plans to increase its interface and feed to become more like rival, TikTok.

Countering TikTok

Rationale for the London move has been attributed to the office being the second largest engineering hub for Meta outside of its U.S. headquarters with more than 4000 employees located there.

As TikTok continues to lead the way in downloads and user adoption with the teenage market, once the core audience demographic for Instagram, how this move plays out in terms of Instagram’s evolution will be anyone’s guess.

What is apparent in the negative response from Instagram users regarding its plans to become more like TikTok is that the platform is clearly not listening to its loyal fans.

Instagram’s usual strategy of adopting the features of other platforms to prevent its current users from going elsewhere, may not be as effective as it once was.

Instagram introduced Stories as a direct defensive tactic to prevent scores of users moving to Snapchat.

It continued using this strategy by adding features such as live video and most famously (and recently) creating Reels when India banned TikTok and the former U.S. President, Donald Trump, threatened to do the same.

This recent backlash demonstrates that Instagram users are tired of the platform attempting to retain their interest by increasing its similarity with other social media sites.

Rather than imitation, it seems Instagram users want both innovation and familiarity to ensure Instagram maintains its uniqueness, rather than becoming more homogenous and generic.

This move by Instagram boss, Adam Mosseri to London could be the perfect opportunity for Instagram to assess what its users really want so it can differentiate itself again in the social media landscape.

– Karen Sutherland, University of the Sunshine Coast, contributed to this report.

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Dr Karen Sutherland

Dr Karen Sutherland is a Senior Lecturer at the University of the Sunshine Coast where she designs and delivers social media education and research. Dr Sutherland is also the Co-Founder and Social Media Specialist at Dharana Digital marketing agency focused on helping people working in the health and wellness space.

News

Electric vehicles transform last mile delivery market

Australia’s last-mile delivery is rapidly adopting electric vehicles, fueled by green initiatives and insights from expert Joe Sofra.

Published

13 hours ago

October 1, 2025

ticker NEWS

Australia’s last-mile delivery is rapidly adopting electric vehicles, fueled by green initiatives and insights from expert Joe Sofra.

The shift towards electric vehicles (EVs) for last mile delivery is accelerating globally, with Australia expected to see significant growth.

Companies and retailers are increasingly adopting greener solutions, driven by supporting government initiatives.

Joe Sofra from ANC discussed the current state of the last mile EV market.

#ElectricVehicles #Sustainability #LastMileDelivery #Innovation #Australia

News

Trump gives Hamas ultimatum for Gaza peace plan acceptance

Trump gives Hamas deadline to accept Gaza peace plan amid rising pressure from Arab states and ongoing conflict in the region

Published

1 day ago

October 1, 2025

Ahron Young

Trump gives Hamas deadline to accept Gaza peace plan amid rising pressure from Arab states and ongoing conflict in the region

In Short:
– Trump gives Hamas three to four days to accept a U.S.-backed Gaza peace plan, warning of consequences.
– Hamas calls the plan biased and insists on a complete Israeli withdrawal before considering any agreement.

U.S. President Donald Trump has given Hamas three to four days to accept a U.S.-backed peace plan for Gaza, warning of severe consequences if they reject it.The plan, shared by mediators Qatar and Egypt, emerged after Israeli Prime Minister Benjamin Netanyahu endorsed it during a visit to the White House. Hamas, which was not part of the talks, is expected to review the proposal that calls for disarmament, a previously rejected demand.

Trump stated that support for the plan came from both Israeli and Arab leaders, and he emphasised the need for Hamas to respond promptly. The proposal includes a ceasefire, hostage exchanges, an Israeli withdrawal from Gaza, and disarmament of Hamas, along with a transitional government.

A Hamas source described the plan as biased towards Israel and containing unacceptable conditions.

The group maintains that a complete Israeli withdrawal is a prerequisite for their agreement to any deal, while they are unwilling to disarm.

Pressure Mounts

Hamas faces significant pressure as foreign ministers from Saudi Arabia, Jordan, the UAE, Qatar, and Egypt have supported the initiative. Turkey’s intelligence head is also set to join discussions in Doha, marking a new level of mediation.

Despite expressing initial support, Netanyahu is cautious about the plan’s implications for Palestinian statehood and faces pressure from his coalition. Public sentiment in Gaza reflects a desire for peace, albeit with scepticism about the sincerity of both Trump and Netanyahu’s commitments.