Instagram has been the home of pictures of our friends, family and more for well over a decade now, but the platform has recently placed an emphasis on Reels.
These are short videos up to 90 seconds long that follow the TikTok format, but despite the popularity of TikTok, not everyone seems to want them on Instagram.
Now, Kim Kardashian and Kylie Jenner have joined the growing movement of people who want to make Instagram Instagram again.
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It all began when one user made a post that read: "Make Instagram Instagram again. Stop trying to be TikTok I just want to see cute photos of my friends."
This struck a chord with many users, including the famous sisters, who proceeded to share it on their stories on Monday (25 July).
The campaign comes after the Insta Reels section made the app appear increasingly like TikTok, although users still have the ability to post pictures on the platform.
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But it's not just Reels that Instagram now shares in common with TikTok - both apps now offer users the ability to pin posts to the top of their profiles, when Instagram previously ordered entirely by chronology.
As one of Instagram's most popular users, Kylie's unhappiness, in particular, could spell some serious trouble for the platform, as noted by CNN journalist Frank Pallotta.
"The last time Kylie Jenner complained about a social media site, Snapchat lost $1.3b, so yeah Instagram has a problem," he wrote.
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A change.org petition has also been created to let Instagram know that a lot of users want their chronological timelines back.
"There's no need to overcomplicate things, we just want to see when our friends post, the beauty of Instagram was that it was INSTAntaneous," the petition reads. "Back in the dawn of the app we were all living in the moment, seeing our best moments in real-time.
"Let's go back to our roots with Instagram and remember that the intention behind Instagram was to share photos, for Pete's sake, we didn't have video on the app until the developers were scared of Vine. RIP Vine by the way we miss that too."
At the time of writing, more than 125,000 people have signed the petition and that number keeps growing.
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However, as people are spending 52 minutes a day on TikTok and just 28 minutes a day on Instagram, it's anyone's guess if Instagram will choose to become less like TikTok again.
Emma Guinness