Instagram’s video quality is influenced by popularity, a revelation shared by Adam Mosseri, the head of Instagram and Threads. In a recent discussion, Mosseri explained that videos garnering higher view counts are prioritized for better quality, while less popular content is downgraded. This adjustment aims to provide users with the best viewing experience possible, but it raises questions about fairness and visibility for creators.
In a video clip featured on The Verge, Mosseri highlighted Instagram’s approach: “We try to show the highest-quality video that we can. However, if a video isn’t attracting views over time—since most views occur shortly after posting—it may be downgraded to lower quality.” Although this isn’t entirely new, as Meta previously discussed variations in encoding based on video performance, Mosseri’s comments sparked a wave of reactions on Threads, with users expressing frustration over this practice. One user even described it as “truly insane.”
In response to the outcry, Mosseri clarified that these quality decisions are made at an aggregate level, rather than affecting individual viewers. Essentially, the video quality for a given piece of content isn't determined by the engagement of each viewer. “We prioritize higher quality for creators who drive more views,” he explained, noting that the process operates on a “sliding scale” rather than a strict threshold.
However, concerns persist that this system may favor popular creators, reinforcing their status while sidelining emerging talents. While Mosseri acknowledged the validity of this concern, he asserted that the overall impact is minimal. He suggested that the quality difference isn’t significant and that viewer engagement relies more on the content itself rather than its technical quality. Ultimately, he emphasized that quality tends to matter more to creators than to viewers, which raises intriguing questions about visibility and opportunity within the platform.
As Instagram continues to evolve, it faces the ongoing challenge of balancing quality and fairness for all creators, ensuring that everyone has a chance to shine, regardless of their current popularity.
