James Charles, the mega beauty influencer, is the latest social media celebrity to slam Instagram's redesign.
The former Morphe collaborator follows Kylie Jenner and Kim Kardashian in criticising the image platform's shift away from photos to prioritise video content.
The Keeping Up with the Kardashians stars shared images on their Instagram Stories asking the Meta-owned app to "make Instagram Instagram again".
Instagram has also been accused of trying to imitate rival TikTok by focusing on short-form video content.
Head of Instagram Adam Mosseri released a Reel following the high profile backlash where he admitted that the company is "hearing a lot of concerns" following changes on the app.
Mosseri said that Instagram is testing a new look to a small number of users but the firm will continue to support photos as "part of our heritage".
But he said the app will focus on video content due to the natural evolution of user engagement and they will "lean into that shift".
He highlighted other features causing concern for content creators and consumers, including full-screen mode, recommendations and visibility of friends' posts.
"But we're also going to need to evolve because the world is changing quickly. And we're going to have to change along with it."
Charles, who has 22.8 million Instagram followers, responded to Mosseri's post and claimed that influencers are being "forced to post video".
"The performance of our photos has tanked more than 90% so creators are switching to video not because they want to, but because we’re being told that it’s the only chance to grow," said the 23-year-old.
"The shift to video is not industry wide, it’s TikTok-wide. I understand that every business has to evolve, compete, and please investors, but Instagram is losing the competition and has lost its identity along the way."
Charles' comment has received more than 30,000 'likes'.
Celebrity hairdresser and brand owner Sam McKnight has also shown his support against Instagram's algorithm by reposting a photo gallery created by artist Unskilled Worker.
It accused Instagram of focusing on "mind-numbing" content and "shadow banning" artists, a practice of preventing content from being visible to an online audience.
TikTok has been rapidly taking away market share from Instagram since its launch in 2017.
The ByteDance-owned app was crowned the most downloaded app of Q1 2022, beating Instagram and Facebook.
