What are the key factors driving post reach on Instagram? Do you need to post Shorts to gain any traction in the app? What’s Instagram’s current focus in amplifying certain types of posts and creators in the app? Instagram chief Adam Mosseri has provided insight into each of these elements in a new interview with Colin and Samir , which could provide more direction for your IG strategy, and how you approach the platform moving forward. You can check out the full interview here (1hr 32min), but in this post, we’ll take a look at some of the key notes. First off, Mosseri notes the significance of video in the app, and how video has had a transformative impact on content engagement.
As per Mosseri: “More than half the amount of time spent on Instagram is video at this point in most countries. It's not the only thing we do, we try to do it differently than YouTube and TikTok, where I think it's a bit more of a laid-back, passive experience. We try to create a bit more of a participatory, lean-in experience, one where you're going to discover a Reel and then send it to a friend, and then talk about it with another friend.
But it's still a huge part of what we do, because there's a huge amount of demand, and at the end of the day we're a business, and we have to figure out a way to meet demand as demand moves around and shifts.” That comes as no surprise. Meta’s been talking up the value of video content in its apps for years, and Instagram has clearly made a shift away.