Instagram has officially waved goodbye to a frustrating feature that plagued many users: the notorious "rug pull" effect that interrupted video viewing. You know the scenario all too well. You're engrossed in a captivating video, only for it to vanish in a split second as a new clip takes its place, leaving you wondering what just happened. Well, thanks to Instagram's CEO Adam Mosseri, this annoyance is now a thing of the past!

In a recent Ask Me Anything (AMA) session on his Instagram Story, Mosseri revealed that the platform has updated its approach to content loading. Previously, the app would prematurely swap out videos to display new content while users were engaged, but this practice was more disorienting than enjoyable. Mosseri described this internal phenomenon as the "rug pull," acknowledging that it created an irritating experience for viewers.

The rationale behind this abrupt video switch was an attempt to enhance engagement by pre-loading new content while waiting for the next video to load. However, Mosseri admitted that user feedback has led to a significant change; "That behavior was really annoying, so we stopped doing it," he noted, prioritizing user experience over engagement metrics.

While the decision might have resulted in a slight dip in overall engagement, Mosseri emphasized that delivering a smoother and more cohesive experience is far more valuable to their audience. Users can now scroll through their feeds without the fear of losing track of what they were watching—a victory for user satisfaction!

This change reflects Instagram's ongoing commitment to improving the user experience as they navigate the competitive social media landscape. With new features and updates continuing to roll out, users can expect a more intuitive and enjoyable platform. So, if you've ever been frustrated by the disappearing videos, you can now breathe a sigh of relief: your watch time is safe!