Instagram is rolling back some product changes after user backlash.

Instagram said Thursday it is rolling back several recent updates to its photo-sharing app after Kylie Jenner and other celebrities joined the negative user reaction to the changes and criticized the platform for being too similar to TikTok.

Instagram has said it will pause tests of the full-screen photo and video posts the app has introduced to replace its typical sub-screen posts. The Meta-owned app also said it will temporarily reduce the number of messages in custom channels recommended by its algorithm, a new feature it has been trying out.

TikTok, a very popular Chinese-owned video app, shows full-screen videos, most of which are recommended by its algorithm.

“We understand changes to the app can be an adjustment, and while we believe Instagram should evolve as the world changes, we want to take the time to make sure we’re doing it right,” The Meta said in a statement.

Technology Fact Sheet Platformer informed previously about Instagram’s decision to revert the changes.

Some of the most popular Instagram users have criticized the updates. On Monday, Miss. Jenner and Kim Kardashian, her half-sister, shared an image on Instagram that read: “Make Instagram Instagram again. (Stop trying to be a tiktok, I just want to see cute pictures of my friends.) Sincerely everyone.”

In response to the criticism, Instagram CEO Adam Mosseri posted video on Tuesday, explaining the updates and defending the app’s move to video. He also acknowledged that some changes are still in the process, calling them “not very good yet.”

Meta is trying to turn some of its core products into ones that better mimic the competition. Mark Zuckerberg, CEO of Meta, spoke publicly about how TikTok has become a serious contender for people’s attention and said his company needs to act quickly to keep up with these competitors’ viral trends and new features.

During a phone call with investors on Wednesday after Meta reported its first quarterly decline in revenue as a public company, Mr. Zuckerberg said that Instagram The Reels video product has spurred user growth and engagement.. He said that over time, the company expects to double the number of products in this category.

mr. Zuckerberg also called for a shift towards “algorithmic discovery” of new and suggested content, a trend that has made TikTok a huge success by putting popular videos in users’ channels, even if they don’t come from friends or groups they follow.

Last week, Instagram introduced features to encourage users to collaborate on photo and video posts, and announced that all videos will be posted as Rules, which were launched as short video montages similar to those found on TikTok. mr. Zuckerberg also introduced feature for main Facebook app last week this will embed more videos and suggested content into users’ feeds, just like TikTok does.