Instagram announced today that it will simplify its in-app navigation after years of confusing changes designed to push various products like the Instagram Shop and Reels. The company says that starting in February, it will return the Compose button (the plus “+” sign) to the front and center of the navigation bar at the bottom of the app and remove the Shop tab entirely.
As a result, the Reels button will now move to the right of Compose, losing its first place.
The earlier changes that pushed Reels over Compose were quite controversial, as Instagram users felt as if the company was forcing them to use the app’s new products at the expense of the overall user experience. The company first moved the Reels tab to the middle of the navigation bar in 2020, when it replaced the popular Activity tab with the Shop tab instead. Then the Compose button and Activity were also moved to the top right corner of the home screen, making them harder to find. At the time, Instagram explained that these changes would make it easier for users to access Instagram’s “expanded suite of products.”
But in recent months, there has been increased backlash about how far Instagram has strayed from its original mission.
Last year, for example, high-profile Instagram users Kim Kardashian and Kylie Jenner added their voices to user complaints, as Jenner posted an image on her Instagram imploring the company to “make Instagram Instagram again” and “stop trying to be tiktok .” Kim then echoed those sentiments in a post to her Stories. In addition to the aggressive Reels push, celebrities were upset by changes to Instagram’s feed, which more often pushed video content and featured posts instead of the polished photos that helped them to become famous.
But the stunt caught the attention of Instagram, prompting Instagram boss Adam Mosseri to respond to the criticism to reassure users that photos are still a priority. He also addressed the frustration with the growing number of Featured (algorithmically suggested posts) in users’ feeds, which appeared to be Instagram’s attempt to build its own version of TikTok’s For You page.
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The upcoming redesign won’t address all user complaints, of course — moving the buttons doesn’t mean the feed itself will change — but it will at least offer a simpler experience for users who just want to post their photos, because before. And by re-prioritizing the Compose button, users might feel a little encouraged to get back to posting photos.
There were hints that Instagram was considering this direction when a test last fall began removing the Instagram Shop tab from some users’ home screens, instead hiding it under Settings. At the time, Instagram said it was just an experiment with a small number of users. However, the outlet reported that the reason for the change was due to a change in the company’s “priorities,” according to an internal memo.
Today, the company says that removing the Shop tab doesn’t necessarily mean the end of shopping on Instagram.
“You’ll still be able to set up and manage your Instagram Store as we continue to invest in shopping that delivers the most value to people and businesses across feeds, stories, reels, ads and more,” a spokesperson said.
Instagram says changes to its navigation will roll out to users in February.
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