Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

The Business of Fashion
Marketing

Kylie Jenner Reposts Critique of Instagram: ‘Stop Trying to Be TikTok’

Kylie Jenner, the reality-show celebrity who is the most-followed woman on Instagram, reposted a critique of the app’s redesign that asked it to “stop trying to be TikTok.”
Kylie Jenner at the VMAs.
Kylie Jenner, the reality-show celebrity who is the most-followed woman on Instagram, reposted a critique of the app’s redesign that asked it to “stop trying to be TikTok.” (Shutterstock)
By

“PLEASEEEEEEE,” Jenner commented. Soon after, her famous sister and co-star Kim Kardashian weighed in, sharing the same post with a “PRETTY PLEASE” comment.

Instagram owner Meta Platforms Inc. has changed the app and Facebook to be more like Bytedance Ltd.’s TikTok, prioritising short-form videos and an algorithm that suggests content to users that they aren’t already following. Some users have protested the change, saying they want to see the posts they have signed up for, not random entertainment.

“Make Instagram Instagram again,” the complaint, originally from the account @illumitati, says. “I just want to see cute photos of my friends.”

Jenner’s opinion is closely followed because of her influence on social media platforms. On Instagram, she has 360 million followers, while Kardashian has 326 million. In 2018, Jenner’s tweet criticising Snapchat caused the parent company Snap Inc. to lose $1.3 billion in market value in a day.

ADVERTISEMENT

But members of the Kardashian-Jenner family also rely heavily on Instagram for sales of merchandise such as makeup and clothing. Instagram’s algorithm change could make it harder for those who are already famous to keep being seen by their followers, as the company prioritises elevating new voices.

By Sarah Frier

Learn more:

Fashion Should Pay Attention to Instagram’s Content Troubles

Users are complaining about ads and suggested posts as TikTok draws ever more users, threatening Instagram’s fashion supremacy.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Marketing
How new technologies and cultural shifts are rewiring fashion communications.

The Long, Slow Death of Sponsored Content

While pay-for-play on creators’ feeds isn’t going away entirely, the #ad is no longer the cornerstone of social media marketing that it once was. Some brands are taking a new approach they hope will feel more like an extension of creators’ relationships with their followers.

Why Fashion Needs to Stop Sleeping on YouTube

The Google-owned video-sharing service is among the largest entertainment platforms in the world, and a destination for in-depth, long-form content. BoF breaks down how brands can use the site as a world-building tool to attract loyal consumers.

view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

Estée Lauder’s Surprise Acquisition, Explained

The American cosmetic giant’s buyout of Ayurvedic beauty line Forest Essentials came as a surprise. By picking an under-the-radar brand it knows well, the company can show that it’s still in the M&A game without needing to outbid rivals.

VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.