Instagram CEO Adam Mosseri Explains How Video Quality is Adjusted Based on Popularity

Instagram Optimizes Video Quality Based on Popularity, CEO Adam Mosseri Confirms

Instagram’s Reels, known for their short-form video appeal, have captivated millions of users globally. Yet, frequent complaints have arisen from uploaders who notice their video quality diminishes after uploading, particularly if their content isn’t generating high view counts. According to Instagram’s CEO Adam Mosseri, this decrease in quality is intentional and part of the platform’s approach to managing content efficiency.

In a recent AMA session on the app, Mosseri explained: “In general, we want to show the highest-quality video we can ... But 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. And then if it’s watched again a lot, then we’ll re-render the higher quality video."

This system allows Instagram to optimize server load and reduce the strain on users’ devices, particularly benefiting those with low-end devices. Lower-quality video files consume less storage and require minimal processing power, creating a smoother experience for a diverse user base. By maintaining high resolution for popular videos, Instagram balances its bandwidth usage while ensuring widely-viewed content remains visually appealing.

Addressing concerns about potential disadvantages for smaller creators, Mosseri clarified that video quality adjustments are not intended to hinder growth. He emphasized that video engagement depends more on content quality than bitrate. “Quality, he said, turns out to be much more important to the original creator,” Mosseri noted, highlighting that captivating storytelling often drives engagement beyond video clarity alone.

In summary, Instagram’s approach to video quality aims to balance user experience and technical efficiency, prioritizing popular content while keeping the platform accessible to all users.