Instagram Video Quality Tied to Popularity, Says Meta’s Adam Mosseri
Meta executive Adam Mosseri, who leads both Instagram and Threads, recently made comments that have sparked debate. Mosseri revealed that Instagram adjusts video quality based on a video’s popularity. High-engagement videos are displayed in higher quality. In contrast, videos with fewer views are downgraded to lower quality after an initial surge of views.
Post by @lindseygamble_View on Threads
Mosseri explained the approach in a video shared on Threads, saying Instagram “tries to show the highest-quality video that we can” but noted, “If something isn’t watched for a long time — because the vast majority of views are in the beginning — we will move to a lower quality video.” The goal, he said, is to save on resources, as higher-quality encoding requires more processing power and storage space.
User Reactions: Favouritism Concerns and Criticism
The video sparked questions and backlash among users. Some criticised the strategy for favouring popular creators over smaller ones. Smaller creators may struggle to attract views if their content isn’t shown in optimal quality. One user called Meta’s approach “truly insane,” reflecting concerns over Instagram’s quality adjustments. Many worry these adjustments could create a cycle where established creators benefit from a quality advantage, leaving smaller accounts at a disadvantage.
In response, Mosseri offered further insight, emphasising that the decisions are made “on an aggregate level, not an individual level.” He explained, “We bias to higher quality for creators who drive more views,” noting that this isn’t a binary approach but rather a “sliding scale” in how Instagram’s algorithm encodes video content.
Critics argue that the system disadvantages smaller creators, reinforcing an imbalance where quality standards favour popular accounts. However, Mosseri downplayed the significance of this effect. He acknowledged that user concerns were valid but said that, in practice, “the quality shift isn’t huge,” suggesting that viewers engage more with content due to its substance rather than its technical quality.
Meta’s adaptive video quality system isn’t a new concept. However, it sheds light on a common industry challenge: balancing resource optimisation with fair treatment for all creators. Instagram’s popularity-based encoding has recently come under fresh criticism, sparking questions about how algorithmic systems influence online visibility and engagement across social platforms.
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