Instagram’s Adam Mosseri on Priorities, Algorithm Changes, Search Upgrades, & More
Build Your Tribe Podcasts
Instagram head Adam Mosseri joined Brock Johnson on the Build Your Tribe podcast for a 50-minute conversation covering platform priorities, algorithm changes, and what’s next. While some of the topics have been addressed in Mosseri’s AMAs, this interview offers fresh context.
Platform Priorities: Instagram is focused on helping smaller creators break out, rewarding original content, and accelerating how quickly trends emerge.
Recommendations in Feed: Instagram’s recommendation push began when feed sharing dropped, leading to lower engagement. Recommendations were introduced to keep the feed relevant. (Key stat: More photos and videos are now shared via DMs than Stories — and more in Stories than in the main feed.)
Algorithm Updates: The algorithm is updated daily through micro-adjustments. Major shifts in reach typically align with external events like holidays, seasons, or global moments when posting behavior changes. Creators are encouraged to track long-term trends instead of focusing on the performance of individual posts.
Search Improvements: Instagram is making content more discoverable via search engines like Google and improving in-app search to help users find more relevant content.
Short-Form > Long-Form: Instagram isn’t just optimizing for time spent. If it were, long-form video would be the focus. Instead, short-form videos take priority because they are more participatory and shareable, and they are aligned with Instagram’s goals around entertainment and connection.
Why It Matters: Hearing directly from Mosseri gives creators and marketers clearer insight into Instagram’s thinking and how it positions itself against TikTok and YouTube. Unlike most competitors, Instagram also serves everyday users connecting with friends — creating a unique balancing act between creator priorities and social utility.
Direct-to-User Strategy: Mosseri is leading a broader trend among platform execs like Meta’s Mark Zuckerberg, YouTube’s Neal Mohan, and Snapchat’s Evan Spiegel, who are increasingly using creator podcasts and their accounts to speak directly to users about the platforms they run.
