Instagram ends ‘rug pull’ feature that replaced videos mid-scroll

Instagram has quietly eliminated the so-called “rug pull” feature, a move announced by CEO Adam Mosseri during a recent “Ask Me Anything” session on his Instagram Stories. The change promises a smoother browsing experience for users who had grown frustrated with sudden content switches as they engaged with videos on the app.

Instagram users experienced ‘rug pull’ frustration

The “Instagram rug pull” feature was widely recognized as a source of frustration for users. Upon opening Instagram and starting a video, users often see the content suddenly replaced by a new video. The abrupt switch occurred before users had finished viewing the original video. The change left many users puzzled and struggling to locate the previous video. Frustration over these interruptions grew as users experienced these unexpected content shifts.

Mosseri explained that that tech company originally implemented the “rug pull” as a workaround to loading issues. When the app opens, preloaded content is presented to users. This prevents loading delays and helps retain viewer attention, enhancing engagement metrics. However, the user experience was compromised. After receiving repeated complaints, Instagram decided to remove the feature entirely.

Mosseri admits trade-off in engagement

In his Instagram Story, Mosseri admitted that the feature was useful for engagement by keeping feeds fresh. Yet, he noted that it often frustrated users when content shifted unexpectedly. According to Mosseri, “a bit of an engagement hit” was taken with this change. However, it’s a sacrifice Instagram is willing to make to offer a smoother, less disruptive experience.

“Because we were trying to load new content, and it was taking a while, so we showed you something that was already downloaded in the meantime, and it is generally good for engagement. But that’s “really annoying,” he acknowledges, “so we stopped doing it,” he said.

With the Instagram rug pull function off, users gain better control over their feeds. Content refreshes only when scrolling, allowing for uninterrupted viewing and engagement.