Remember the recent Instagram rallying against a mandatory awkward full-screen app display reminiscent of TikTok UI? Well…. It seems like the blatant replication will be a reality after all, however as an optional personal preference. 

As announced in Mark Zuckerberg’s Instagram Story, the company is working on its full immersive feed, with the option to be available inside the Instagram logo drop-down as shared by app researcher Radu Oncescu. And you can sort your feed by ‘Favorites’ or ‘Following’.

Might be a panicked move, but sprinkling user control and experience personalization to the formula can vindicate Instagram’s endless quest to nullify TikTok’s growth and prepare for the impending dominion of video content over static photos.

Learn more here.