Image: Instagram

Instagram will begin asking some US users for race and ethnicity data in order to study how different groups experience the platform, the company says in a blog post published today.

A random assortment of Instagram users will get a pop-up in the app that leads to a survey asking for their race and ethnicity, hosted by the research group YouGov. Answering the questions is optional, and Instagram says responses “will not limit the experiences that you have on Instagram, including impacting your reach or how people engage with your content in any way.”

In a video message posted today, Instagram head Adam Mosseri said collecting the data will help the platform look for ways to improve Instagram for users.

“If we’re going to make sure that…

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