Cover Photos for Reels Have Minimal Impact, According to Instagram Head Adam Mosseri
Adam Mosseri / Instagram
Instagram head Adam Mosseri recently addressed the impact of cover photos for Reels, stating they have only a marginal effect. Responding to a user's question, Mosseri explained that covers are primarily visible in Explore or on user profiles. While they help users understand what a Reel might be about, their impact is limited as most Reels are consumed through Recommendations, where cover photos aren't prominently featured.
Why It Matters: Mosseri’s response aligns with what other platforms, like YouTube, have shared about cover photos and thumbnails—they have little impact on discovery and consumption. Nevertheless, there are ongoing product updates that offer creators more customization options, emphasizing their aesthetic importance. Notable updates include Instagram allowing users to edit covers for Reels after posting, YouTube adding more customization options for thumbnails, and TikTok permitting users to upload their own images as covers.
For creators and brands that value aesthetics, cover photos and thumbnails can still be important. However, they shouldn’t expect much impact on reach. On TikTok, where many users use the platform like a search engine and thumbnails appear in search results, having the right cover or thumbnail photo could help creators and brands stand out in search results.
