With the rising popularity of Snapchat and Tiktop, media reports that Instagram is struggling to keep its pipeline, “ the young audience” Survey results of Piper Sandler claim that 35% of teenagers said Snapchat is their favourite social media platform and 30% said they prefer Tiktok. Only 22% of the teenage crowd said they prefer Instagram over the other two platforms In 2018, when Instagram reached its 1 billion users Facebook CEO called it “an amazing success”. Eventually, Instagram became the growth engine of the Facebook network. But at the moment Instagram is struggling to keep its target audience. Media specialists explain the reason for it. According to media experts, currently, we are in a momentum where the fierce and performative nature of Instagram is no longer appealing to the young crowd, so Instagram is keep loosing its young users.