Good Guys — “Secrets of the Algorithm with Instagram’s Adam Mosseri”

Podcast: Good Guys (Dear Media)
Date: November 17, 2025
Hosts: Josh Peck, Ben Soffer
Guest: Adam Mosseri, President of Instagram

Episode Overview

This episode dives into the often-misunderstood world of Instagram’s “algorithm” with Adam Mosseri, the President of Instagram. Hosts Josh Peck and Ben Soffer grill Adam on what the algorithm really is, how creators can work with it, Instagram’s approach to evolving tech, content moderation, AI, and the perks (and pains) of running one of the world’s biggest platforms. The conversation is funny, candid, and full of accessible insights for creators, parents, and anyone curious about social media’s inner workings.

Key Discussion Points & Insights

1. Is There One Algorithm? (01:21–02:27)

• Mythbusting: Adam Mosseri clarifies that “the algorithm” is not a single, secret entity stored in a vault like the Coca-Cola recipe. Instead, it’s a complex series of codes running on servers globally, constantly developing to serve content relevance.
  • “There isn’t one algorithm. There’s lots of things we do to try to understand how interested you are in certain topics, what certain content’s about, match you with your interests…” (01:37, Adam)
• Responsibility: Adam emphasizes the team at Instagram owns the outcomes of these systems, not blaming “the algorithm” as a scapegoat.

2. How the Algorithm Changes & Influencer Paranoia (02:27–04:01)

• Constant Tinkering: Small changes happen every day, but big shifts are rare. Most drops in reach are not due to dramatic “algorithm changes.”
  • “We almost never make major changes to it. We constantly make small changes to try to improve it over time.” (02:29, Adam)
• Shadowbanning Myths: Joking about creators’ anxieties, the hosts reference “shadowbanning,” with Adam explaining that funny content still often performs best.
  • “Funny is one of the best verticals. All the data I’ve seen suggest funny. It’s funny. Still good.” (03:04, Adam)

3. Adam’s Career Journey & Company Culture (03:13–05:06)

• Adam started at Facebook as a designer in 2008 and joined Instagram in 2018 to lead product management.
• Anecdotes about the company’s early days and seeing “The Social Network” movie with Mark Zuckerberg.
• Commentary on tech compensation (stock vs. salary), and how Instagram’s team loves free swag.

4. How Content Finds Audiences (06:28–09:20)

• Content Discovery Logic: When you post, Instagram looks at your followers and people who might be interested, using a “DVD collection” metaphor—content isn’t pushed out, it’s available for anyone’s feed when they log in.
• “Audition System”: For users who don’t follow you, content is tested and if it does well in small batches, it graduates to wider distribution. (07:41–09:20)
  • “We set aside a little bit of what we call impressions or views to try things out…if it does well again, it graduates again. So it’s almost like a competition.” (08:31, Adam)

5. Interaction Rates & Civility (09:54–11:46)

• Early Engagement Metrics: It’s not the raw number of initial views but the interaction rate (likes, shares, comments) that matters.
  • “What matters is not really the number of views, it’s the interaction rates. So of all the people who saw it, how many people liked it? …That’s actually a big delta. It doesn’t sound like it, but it is.” (09:54–10:10, Adam)
• Comment Moderation: Quick commenters tend to be the most aggressive/negative; waiting helps kinder comments rise to the top.

6. Scale, Reach, and User Complaints (11:54–13:00)

• Adam frequently hears complaints about reach, chronological feed, verification, and content takedowns.
• Instagram reaches 3 billion people per month. (12:22–12:33)

7. Global Expansion & Translation Tools (17:20–18:45)

• Translate Feature for Reels: Automatic video translation into English, Spanish, Portuguese, and Hindi is expanding creator reach worldwide.
  • “…If I can explain how Instagram works and it can just show up as me in my voice with looking like my lips are saying words in Hindi, all of a sudden I can reach an audience in India…” (18:12–18:45, Adam)

8. Work Culture, Perks, and Headquarters (18:46–21:18)

• Instagram staff love swag and perks, though the post-pandemic era has brought more financial restraint.
• Fun recounting of influencer summits and free Facebook Patagonia jackets.

9. DMs, Engagement & Creator Relations (21:29–23:37)

• Adam checks his own DMs but not Instagram’s due to volume.
• The hosts joke about DM requests for birthday videos and reader confusion over name pronunciations.

10. Personal Style & Authenticity in Leadership (25:50–27:16)

• Adam and the hosts joke about Zuckerberg’s style evolution.
• Authenticity online is crucial—users “sniff out” inauthenticity.

11. Security, Spies, and Competition (27:16–28:37)

• Adam acknowledges that companies and even governments sometimes attempt industrial espionage or infiltration.
  • “I’m sure all of that happens… I think we try to take security really seriously…” (27:29, Adam)

12. What’s Next for Instagram? (28:10–30:58)

• Algorithm Tuning: A new “tune your algorithm” feature lets users actively add or remove interests, shaping what the algorithm serves them. (Currently in Reels tests in the US).
  • “This idea of shaping your algorithm is something I’m very excited about.” (30:44, Adam)
• Instagram must evolve or become irrelevant.

13. AI Talent Wars (31:10–33:46)

• The fiercest battle for talent is among AI engineers, with offers rumored in the hundreds of millions (though Adam says these are exaggerated but still very high).
• The AI field is young, experimental, and rapidly evolving.

14. Work-Life Balance, Daily Routine, and Leadership (41:22–45:46)

• Adam shares his daily routines split between wild travel, spreadsheets, meetings, and wrangling his three boys at home.
• Describes the challenge of balancing vast platform responsibility with normal domestic chaos.

15. Content Moderation for High-Profile Users (45:46–47:56)

• Content from celebrities is held to the same standards; for close-call cases, extra human review is applied.
• The team strives to balance speech and safety.

16. Platform Philosophy & Product Focus (53:22–55:25)

• Instagram does not plan to launch in-house CPG/VC arms; focus is on providing a marketing platform, not product incubation.
  • “I think in general we would rather be a marketing platform for the people…” (53:22, Adam)

17. Leadership Anxiety: Adapting to Change (55:25–57:20)

• Adam worries most about Instagram failing to adapt quickly to cultural/technological change and losing relevance.

18. Kids & Social Media: Adam as a Dad (57:36–61:09)

• Mosseri doesn’t give his young sons access to social media yet; timing depends on individual kids’ needs/maturity.

• Importance of boundaries over blanket bans; Instagram is building features to help parents control usage.

  “Every kid is different and their needs and their risks are different. I wouldn’t be surprised if I don’t feel that my three boys are ready at the same age for smartphones or for social media…For me, what matters is boundaries.” (58:23–58:53, Adam)

19. Shadowbanning Clarified (61:39–64:03)

• Shadowbanning mostly means “lower reach.” If you’ve violated rules, your content may be demoted, but you can check account status and appeal.

  “Yes, your account can have its reach limited, but you can go to Profile settings, account status and then see what’s going on…” (61:48, Adam)

• Drops in reach after off-brand or political content are usually due to audience mismatch, not intentional penalty.

20. Format vs. Topic Performance (64:06–65:49)

• Ben notes that text-based Instagram stories get more reach than any other format for him.
• Adam shares that creators experience performance differences between formats, not just topics.

Notable Quotes & Memorable Moments

• “We are responsible for the decisions we make and what we build that affects what people see.” (01:37, Adam)
• “There are things that are producer side oriented, but for the most part, nothing happens. When you post right away… It’s almost like a DVD added to a DVD collection and then the next person who comes into the store. It’s an option.” (06:46, Adam)
• “The people who post comments the quickest are the craziest.” (10:32, Adam)
• “We just crossed [3 billion monthly users].” (12:32, Adam)
• “This idea of shaping your algorithm is something I’m very excited about.” (30:44, Adam)
• “Failing to adapt as the world changes around us…if you don’t move quickly, someone else will.” (55:56, Adam)
• “I have the contrast between going to work and saying the wrong thing and having 50 people go in the wrong direction for a month and fighting for fifth most influential in my household…is unbelievable.” (67:56, Adam)

Timestamps for Major Segments

• 01:21 — The myth of “one algorithm” and what it really means
• 02:27 — Algorithm changes: daily tweaks vs. big shifts
• 03:13 — Adam joins Facebook/Instagram; Social Network screening anecdote
• 06:28 — How content gets shown to users; consumer vs. producer logic
• 07:41 — The “audition system” for viral/unconnected reach
• 09:54 — Engagement rates, comments, moderating early haters
• 12:23 — Scale: 3 billion users/month and user complaints themes
• 17:20 — Reels translation feature and global creator expansion
• 28:10 — Tuning your own algorithm: new features and AI’s role
• 31:10 — AI engineers, compensation, and product innovation challenges
• 45:46 — How Instagram moderates celebrities and high-profile accounts
• 55:25 — Adam’s biggest worry as president: adapting to change
• 57:36 — Kids, smartphones, and parenting tech boundaries
• 61:48 — Shadowbanning explained; what really happens to reach
• 67:56 — Adam's "What Are You, Nuts?" parenting moment

Fun Moments & Lighter Notes

• Hosts joke about shadowbanning, swag, and “strategy” for snagging extra Costco samples.
• Adam’s relatable stories about morning chaos with his kids.
• Recurring segment “What Are You, Nuts?” features gripes about breakfast battles, gym drummers, and free sample etiquette.

Final Thoughts

Adam Mosseri demystifies the complex machinery behind Instagram’s content surfacing while offering a refreshingly human perspective—both as a platform leader and a parent. The episode balances technical insight with humor, practical creator advice, and a glimpse into life at Instagram’s helm.

For Listeners Who Haven’t Tuned In

This summary covers the heart of the episode: how Instagram works behind the scenes, how to interpret your own reach and engagement, what’s coming next (like tuning your feed), and how one of the world’s most influential tech leaders tries to keep it real—at home, at the office, and everywhere in between. Expect laughs, real talk, and actionable advice whether you’re a parent, a creator, or simply Instagram-obsessed.

For the full experience, queue up these highlights and enjoy Mosseri’s thoughtful candor and the hosts’ infectious banter.