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Instagram Chief Offers Key Insights During Creator Week


Last week, Instagram hosted its Creator Week panel series, in which a range of internal experts and platform influencers shared their insights into how to make best use of the platform, how to connect with audiences, how Instagram’s algorithms actually work and more.

Most interestingly, Instagram chief Adam Mosseri took the stage for a live Q&A session in which he answered a range of the most commonly asked questions from Instagram users.


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It’s time to take note! Mosseri provided a range of insights, including the following key takeaways:

  • Instagram can’t guarantee stable reach due to constant changes in the algorithm. Mosseri notes that as more people join Instagram, competition for reach is always changing, which means that users will see fluctuations in their reach stats.
  • In terms of best practices, Mosseri says that leaning into video is good, with the first two seconds being crucial to hook viewers in. Mosseri also notes that hashtags are still valuable for discovery, while posting consistently (Mosseri notes two feed posts per week, two stories per day) will help to build your following. In another Creator Week session on working with the platform’s algorithms, Instagram also noted that while posting to newer surfaces like Reels won’t boost your reach, as such, utilising all of the available surfaces will mean that you’re increasing your chances of getting your content discovered in the app.
  • Mosseri says that the global rollout of Reels has been delayed due to music licensing in some regions.
  • Mosseri explains that verification on Instagram is about providing identification for people who are more likely to deal with impersonation, and verification is normally assessed based on press mentions of the applicant.
  • Instagram is looking to do more on direct payments for creators (gated content, subscriptions, badges and tips), which Mosseri is keen to explore, as it gives creators a more direct relationship with their fans.
  • The platform is also looking into new revenue share models for video, including monetisation of Reels
  • Don’t buy fake followers. Mosseri says that Instagram’s detection systems are improving, based on a range of factors, and purchasing followers can put your account at significant risk.
  • Mosseri also provides an update on the steps its taking to address systemic bias and abuse on its platform.

Interestingly, Mosseri also addresses a question on what, in his opinion, TikTok is currently doing better than Instagram. Mosseri says that TikTok is better, right now, at breaking new and young talent, which Instagram is looking to improve on, while TikTok is also better at providing reliable entertainment by commenting: “You know that you can tap on TikTok and you’re going to immediately smile and be entertained.

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