Changes
415 times Instagram's guidance changed, newest first. Each shows what was said before, and what replaced it.
1 of 415 changes about A/B testing. Show all
2026
A/B testingAug 2026
Instagram also keeps a small holdout group without a launched change to compare outcomes, extending testing beyond the initial small-group trial before rolling it out to everyone.
Before
Testing “Take a Break” “This week I want to talk about a new feature that we're starting to test on Instagram. But before I go and do what that feature is, why do we test things in the first place?”
After
synthetic content trend full pod with @mosseri out now on apple + spotify watch on patreon“But then how people end up using it is ultimately something that we can't really predict. When you press the red button, I assume that's how it works to send out a new product. Yeah, just like fuck it, fuck it, we will do it, send it.”