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.
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.
Labour leader Keir Starmer is advocating for strong measures to regulate artificial intelligence in the UK. He argues that such steps are vital to protect jobs and ensure public safety as technology evolves at a rapid pace.
Starmer has outlined a proposed governance framework to oversee the development and use of AI. He highlights the importance of collaboration between the government and tech companies to establish responsible guidelines.
This approach reflects a major shift in the UK’s strategy, balancing the transformative potential of AI with the need to safeguard workers and society.
Firefighters in California are waging an intense battle against historic wildfires.
Fire officials are employing a specialized fleet of aircraft to combat the flames from above.
The state’s aerial fleet, managed by Cal Fire, is the largest department-owned firefighting aviation unit in the world, operating from 14 airfields and 11 helicopter bases across the state.
However, a troubling revelation has emerged: a critical reservoir in Pacific Palisades, part of Los Angeles’ water supply system, was out of commission during the height of the fires, raising serious concerns about water availability for firefighting efforts.
As the fires continue to claim lives and devastate communities, we explore the coordination, challenges, and critical gaps in resources impacting the emergency response.
Oz Sultan, the Chief Strategist with the Sultan Interactive Group joins Veronica Dudo to discuss.
Biden warns Trump team on climate denial, pushes for Gaza ceasefire with hostages’ release and humanitarian assistance.
Joe Biden has delivered his last policy speech, addressing critical issues facing the future.
In his remarks, he directly challenged officials in the incoming Trump administration who doubt the reality of climate change.
Biden stated, “They are dead wrong. It’s the single greatest existential threat to humanity.”
He said that the transition to clean energy is already underway and highlighted the competition with China for dominance in clean energy manufacturing and supply chains.
Biden asserted that the United States must succeed in this contest to shape the global economy for decades.
Biden announced he is actively pursuing a ceasefire deal in Gaza during his final days in office.
He stated that the proposed deal aims to release hostages held by Hamas and halt the ongoing fighting.
Biden indicated that this agreement would also enhance security for Israel while significantly increasing humanitarian assistance to the region.
He expressed understanding for the suffering of the Palestinian people, stating they have experienced immense hardship due to the conflict initiated by Hamas.
He stressed the urgency of closing the deal to reunite families with their loved ones taken as hostages.
Biden’s focus on these pressing matters reflects his commitment to addressing significant global challenges even as his presidency comes to a close.