Now that Following has disappeared, it’s likely few people will notice it’s gone. Vishal Shah, Instagram’s head of product, told BuzzFeed News it wasn’t a feature that people used frequently and that the company suspected many users didn’t know it existed. And for those that did, it was often a source of unwelcome surprises. “People didn’t always know that their activity is surfacing,” Shah said. “So you have a case where it’s not serving the use case you built it for, but it’s also causing people to be surprised when their activity is showing up.” “Simplicity was the driving factor,” Shah said of Instagram’s decision to remove the Following tab.