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Instagram, faced with criticism from Kylie Jenner and others, tries to explain itself.

Instagram versus the Big Gang of Celebrities?

The Meta-owned photo-sharing app came under fire this week for how it has changed over time. The buildup began on Monday, when Kylie Jenner, the beauty mogul with 361 million followers on Instagram, shared an image on the site that read: “Make Instagram Instagram again. (stop trying to be tiktok, I just want to see cute pictures of my friends). Sincerely, everyone.”

With a “PLEASEEEEE” on her Instagram story, Ms. Jenner, who has the third most followers on the platform, lit the flame of celebrity criticism.

“PRETTY PLEASE,” repeated Kim Kardashian, Ms. Jenner’s half-sister and the seventh-most-followed Instagram user, in a later story.

On Tuesday, Adam Mosseri, the head of Instagram, tried to defuse user anger over how the app has implemented features that make it more like TikTok, the hugely popular Chinese-owned video app. Instagram has been concerned that TikTok is stealing the attention of its users.

To prevent a decline, Instagram recently started tests in which videos were prioritized in users’ feeds, and photos and videos took up the entire screen, from top to bottom, rather than part of it. Last week, it announced that all videos would be posted as Reels, which were introduced as short video montages, and launched features that encourage collaboration with other users.

In a publication on Tuesday, Mosseri said that Instagram was shifting to video and that people were liking and sharing more videos than photos, regardless of changes to the platform. “I need to be honest,” he said. “I think more and more Instagram will convert to video over time.”

Mosseri said that Instagram was only in the early stages of change. “I also want to be clear. It’s still not good,” he said of the update.

Social media savvy celebrities like Ms. Jenner and Ms. Kardashian have been chafed by changes on other platforms before, and it has had an effect. In February 2018, after Snapchat updated its interface to require users to swipe between screens to access different features, Ms. Jenner tweeted: “So, does anyone else not open Snapchat anymore? Or is it just me… ugh, this is so sad?

Within a week, Snap, Snapchat’s parent company, had lost $1.3 billion in market value.

After Ms. Jenner and Ms. Kardashian made their displeasure known on Instagram on Monday, other celebrities weighed in.

“We don’t want to make videos Adam hahaha” tweeted Chrissy Teigen, model and author with 39 million followers on Instagram, in response to Mr. Mosseri’s post.

James Charles, a beauty youtuber who has 23 million followers on Instagram, also spoke out in an Instagram comment. “The reason there is so much growth for video is because we FORCE ourselves to post video… The shift to video is not for the whole industry, it’s for all of TikTok,” he said.

An Instagram spokeswoman said: “We don’t have much more to share about the changes beyond what Adam said.”

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