Podcast Summary: Build Your Tribe | Grow Your Business with Social Media
Episode: Adam Mosseri Answers ALL | Instagram SECRETS Revealed - 828
Release Date: April 3, 2025
Host: Brock Johnson
Guest: Adam Mosseri, Head of Instagram
Introduction
In this episode of Build Your Tribe, host Brock Johnson engages in an in-depth conversation with Adam Mosseri, the Head of Instagram. The discussion delves into Instagram's strategies for supporting creators, algorithm insights, feature developments, and future plans aimed at enhancing the platform for both creators and users.
Adam Mosseri’s Leadership and Approach to Instagram
[00:29 - 02:03]
Adam Mosseri begins by reflecting on his tenure at Facebook and his transition to Instagram. He emphasizes the importance of engaging in public conversations about social media, despite facing criticism.
Adam Mosseri [00:36]: "I'm sure a bunch of people are just steaming hearing me say it. Really disappointed in myself when you asked that question."
He highlights his commitment to addressing the needs of creators and small business owners, striving to make Instagram a platform where creators can thrive.
Priorities for Instagram Creators in 2025
[03:20 - 05:19]
Mosseri outlines Instagram's top priorities for creators, focusing on:
- Valuing Original Content: Rewarding creators who produce unique and engaging content.
- Supporting Small Creators: Helping emerging creators gain visibility and grow their audience.
- Enhancing Trend Dynamics: Accelerating the emergence of trends to keep the platform dynamic and engaging.
Adam Mosseri [05:04]: "Those are maybe three of the top priorities for us are valuing original content, helping smaller creators break, and also having trends just happen quickly makes sense."
Evolution of Reach and Disconnected Reach
[05:19 - 07:00]
The conversation shifts to changes in content reach, particularly the increase in "disconnected reach" (reach from non-followers). Mosseri explains this shift as an effort to expand content discovery beyond users’ immediate networks.
Adam Mosseri [05:37]: "Trying to grow the pie."
He discusses how Instagram adapted to declining feed engagement by enhancing content recommendations to maintain the feed's relevance and visibility for creators.
Algorithm Tweaks and Content Recommendations
[07:57 - 09:28]
Mosseri addresses common concerns about algorithm changes, emphasizing that Instagram continually makes small, incremental adjustments to improve content discovery.
Adam Mosseri [08:18]: "Small changes go out every day. It's very rare that there's a massive change in how we do something."
He advises creators not to overreact to temporary fluctuations in post performance and to focus on consistent, quality content.
DM Automation and Policy Clarifications
[09:28 - 10:45]
The discussion moves to Direct Message (DM) automation. Mosseri clarifies that while Instagram supports DM automation through approved partners and APIs, users must be cautious of untrusted providers to avoid compromising their accounts.
Adam Mosseri [10:00]: "We have APIs, there are tools that are supported and allowed."
Enhancing Instagram's Search Functionality
[10:45 - 15:40]
Mosseri elaborates on Instagram's efforts to improve both internal search capabilities and content discoverability through external search engines like Google. Key initiatives include:
- Content Search: Enabling users to search for specific content types rather than just accounts.
- Integration of Comments: Incorporating context from comments to enhance search relevance.
Adam Mosseri [11:03]: "We're starting to invest more in search on Instagram because there's so much amazing content."
He also touches on upcoming features like recommended searches within the comments section, aiming to foster deeper content exploration.
The Role and Evolution of Hashtags
[16:02 - 23:33]
Hashtags have undergone significant changes, with Instagram moving away from following hashtags to prioritize content relevance and safety. Mosseri explains that hashtags no longer significantly impact reach and that their removal was driven by concerns over spam and safety.
Adam Mosseri [21:32]: "They don't significantly increase your reach on Instagram. Contrary to popular belief."
He addresses common questions about banned hashtags, clarifying that misuse does not constitute a content violation but results in the hashtag not becoming a clickable link.
Adam Mosseri [23:27]: "It's not a content violation. And what's happening is it just won't turn into a link."
Addressing Shadow Banning and Account Status
[23:33 - 29:02]
Mosseri debunks the notion of "shadow banning," explaining that Instagram is transparent about content moderation. Any restrictions on content are reflected in the account status, allowing users to understand and address issues proactively.
Adam Mosseri [27:15]: "Our hope is to put all of it in there. Everything at the account level."
He emphasizes that Instagram does not hide bans or content restrictions, aiming for transparency and accountability.
Impact of Taking Breaks from Instagram
[29:02 - 30:13]
The conversation covers how extended breaks from posting can affect a creator's reach. Mosseri acknowledges that taking a break can lead to decreased visibility upon return due to reduced recent engagement signals.
Adam Mosseri [29:22]: "It's a byproduct of how we build things. And that doesn't mean I'm happy about it."
He expresses a desire to improve this aspect to better support creators who need to take time off.
Content Consumption Patterns and Algorithm Interaction
[30:13 - 31:22]
Mosseri clarifies that Instagram's algorithm does not directly connect disparate content consumption patterns (e.g., posting about rock climbing while consuming cake baking content). However, interactions within shared interest groups may indirectly influence content visibility.
Adam Mosseri [31:22]: "We don't use your consumption patterns as a signal of how interesting your content is for the people who are interested in your content."
Activity Around Posting and Algorithm Rewards
[31:22 - 32:54]
Discussing posting strategies, Mosseri explains that while being active around the time of posting doesn't directly influence the algorithm, it can indirectly boost engagement through increased interactions.
Adam Mosseri [31:55]: "Indirectly it could happen... if you're active in a way that is getting people to engage more with your content, then yes, that would help."
He underscores the importance of authentic engagement over tactical activity.
Upcoming Features: Live and Blends
[32:54 - 35:49]
Live Features: When asked about new developments in Instagram Live, Mosseri responds candidly, indicating no major updates at that time.
Blends: The conversation shifts to "Blends," a new feature allowing users to create curated feeds with friends within DMs. This feature aims to enhance personal content discovery and connection.
Adam Mosseri [33:53]: "Our hope is to sort of create a little bit of fun and delight by connecting the dots."
Blends exemplify Instagram's effort to foster meaningful interactions and personalized content experiences.
Addressing Decreased Reach and Increased Competition
[35:49 - 39:21]
Mosseri tackles the prevalent concern of decreasing reach among creators. He attributes this to the increased number of users and content on the platform, leading to heightened competition.
Adam Mosseri [37:07]: "There's more competition. Right. And so like, if there's 10% more content... that doesn't mean there's 10% more things consumed."
He assures listeners that Instagram is continually refining its ranking algorithms to better match content with genuinely interested audiences, enhancing overall engagement.
Advice for TikTok Creators Migrating to Instagram
[39:21 - 43:40]
In the context of platform diversification, Mosseri advises TikTok creators to maintain a presence across multiple platforms. He emphasizes aligning content strategies with specific goals, whether for brand deals, advocacy, or sales.
Adam Mosseri [41:09]: "Be really clear-eyed about what you're trying to accomplish and then make sure that the work you do aligns with that."
He encourages creators to leverage Instagram's diverse features—stories, reels, carousels—to build authentic and multifaceted engagement with their audiences.
Future Features and Support for Small Creators
[43:40 - End]
Partner Ads: Mosseri highlights the development of "Partner Ads," a system enabling creators to collaborate with brands more effectively. This feature aims to provide better measurement and fair compensation, particularly benefiting small creators by shifting ad dollars toward them.
Adam Mosseri [44:05]: "Partner ads allow you to create content as a creator... it matters because in general branded content, there's no measurement."
He envisions Partner Ads as a tool to democratize advertising opportunities, ensuring creators of all sizes can benefit equitably.
Conclusion
The episode concludes with Mosseri expressing gratitude for the opportunity to discuss Instagram's direction and reiterating the platform's commitment to supporting creators. Brock Johnson wraps up by encouraging listeners to subscribe and stay tuned for follow-up discussions.
Notable Quotes
- Adam Mosseri [05:04]: "Valuing original content, helping smaller creators break, and also having trends just happen quickly makes sense."
- Adam Mosseri [08:18]: "Small changes go out every day. It's very rare that there's a massive change in how we do something."
- Adam Mosseri [21:32]: "They don't significantly increase your reach on Instagram. Contrary to popular belief."
- Adam Mosseri [29:22]: "It's a byproduct of how we build things. And that doesn't mean I'm happy about it."
- Adam Mosseri [43:40]: "Partner ads allow you to create content as a creator... because we can help shift more dollars from the biggest creators to the little ones."
Final Thoughts
This episode offers valuable insights into Instagram's evolving strategies to support creators, enhance content discovery, and foster a vibrant, engaging platform. Adam Mosseri's transparent and thoughtful responses provide listeners with a deeper understanding of the mechanics behind Instagram's algorithms and feature developments.