Platform prioritizes quality for higher-performing content, sparking creator backlash

Instagram has admitted to selectively lowering the video quality for older and less popular content, prioritizing higher quality for videos that attract more engagement. This revelation by Adam Mosseri, head of Instagram, has raised concerns among creators who worry it may affect their visibility and reach on the platform.

Focus on popular content

Adam Mosseri, head of the Meta-owned social media platform, stated on Sunday, “We bias to higher quality… for creators who drive more views.” According to Mosseri, Instagram downgrades the quality of videos that have not garnered significant views over time, as most video engagement typically occurs shortly after posting. However, if an older video suddenly gains traction, Instagram may adjust its quality to improve the viewer experience.

Creator concerns on visibility and engagement

The quality downgrade policy has unsettled many Instagram creators, who believe it could limit their ability to reach wider audiences. “I think it’s simply wrong to adjust the quality of a person’s video based on performance,” wrote one Instagram user in response to Mosseri’s comments. They went on to say, “The very heart of it has become solely dependent upon performance, metrics, views, and engagement – so much so that I can’t even control if the quality of my video is retained due to Instagram pushing a bias.”

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Social media consultant Matt Navarra expressed concern that this approach could hinder newer creators from gaining traction. “It seems to somewhat contradict Instagram’s earlier messages or efforts to encourage new creators,” he explained, adding that the policy might create a cycle where established creators benefit from higher-quality content while smaller accounts struggle to grow.

Balancing cost and quality

The platform’s decision is reportedly linked to the technical demands of storing and delivering high-resolution videos, which require greater storage space and computing power. Higher-quality videos, often containing extensive visual elements, consume more server resources than lower-resolution clips.

In response to Mosseri’s explanation, one user acknowledged the potential benefits of reducing storage costs but argued that the downsides outweigh any savings. “From a creator’s perspective, spending time on creating high-quality content just for it to be downgraded to low resolution sucks,” the user said.

Mosseri’s defense: Quality vs. content

Instagram has previously announced updates to its recommendation system, aiming to give all creators an equal shot at gaining visibility. In response to critics, Mosseri emphasized that content quality is less critical to viewer satisfaction than the content itself. He suggested creators focus on making engaging videos rather than worrying about potential quality downgrades.

Mosseri clarified that Instagram does not target individual videos but applies quality adjustments on a “sliding scale,” aiming to maintain an acceptable standard. “The goal is to show people the highest quality content that we can,” he reiterated.

Instagram’s ongoing evolution toward video content

Instagram’s pivot to prioritize video has not come without controversy. In 2022, the platform faced significant backlash from users and high-profile influencers, including Kylie Jenner, after announcing plans to shift away from its classic photo grid format to a TikTok-inspired short video model. Following the criticism, Instagram paused these changes, though video remains a significant focus in its current strategy.