The Meta-owned social media app faced criticism from users when it automatically refreshed their feed upon opening the app and thereby caused them to lose access to content so has now done away with the "really annoying" element.

CEO Adam Mosseri said during a Q+A session online: "We stopped doing something that we internally call rug-pull. We've all had that moment where you pen up Instagram and you're looking at something and all of a sudden new content comes in and it moves and it's really annoying. We do that, or we did that, because we trying to load content and it was taking a while so we showed you something that was already downloaded in the meantime.

"It was generally good for engagement".

The tech boss noted that the new move has been to the detriment of user engagement but ultimately believes that it will be a "much better experience" overall.

He said: "So basically what we do now is we load new content and we will not show it until you scroll and we insert it below. We took a little bit of an engagement hit for this but it is a much better experience for the average user so there's no more rug-pull."