Instagram is ending the “rug pull” feature that replaced videos while scrolling

Instagram has quietly eliminated the so-called “Rug Pull” feature, a move that CEO Adam Mosseri announced during a recent “Ask Me Anything” session on his Instagram Stories. The change promises a smoother browsing experience for users who have been annoyed by sudden content changes while watching videos on the app.

Instagram users were frustrated by the “carpet pull.”

The Instagram Rug Pull feature was widely seen as a source of frustration among users. When users open Instagram and start a video, they often see the content suddenly replaced with a new video. The abrupt switch occurred before users had finished watching the original video. The change left many users confused and struggling to find the previous video. Frustration with these disruptions grew as users experienced these unexpected content shifts.

Mosseri explained that this technology company originally implemented the “rug pull” as a workaround for charging issues. When opening the app, users are presented with pre-installed content. This prevents loading delays and helps keep the viewer’s attention and improve engagement metrics. However, the user experience was compromised. After receiving repeated complaints, Instagram decided to remove the feature entirely.

Mosseri admits compromise in commitment

In his Instagram Story, Mosseri admitted that the feature is useful for engagement by keeping feeds fresh. Still, he found that users were often frustrated when content changed unexpectedly. According to Mosseri, “some engagement has been hit” with this change. However, Instagram is willing to make this sacrifice to provide a smoother and less disruptive experience.

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

Disabling the Instagram carpet pull feature gives users greater control over their feeds. Content only updates as you scroll, allowing for uninterrupted viewing and interaction.