Instagram added one long-awaited feature and pulled the plug on another that outlived its usefulness.
And Instagram is removing its Following tab, citing low use and the fact that the need it was created to serve—helping people discover new accounts to follow and engage with—is being better served by its Explore tab.
The Following tab debuted in 2011, but few people were still using it, and many people were not aware that their activity on Instagram was showing up in the tab.
Instagram head of product Vishal Shah told Katie Notopoulos of BuzzFeed News, “People didn’t always know that their activity is surfacing, so you have a case where it’s not serving the use case you built it for, but it’s also causing people to be surprised when their activity is showing up. Simplicity was the driving factor.”