Instagram has revealed that it lowers the quality of older or less popular videos, a decision that has sparked criticism from creators. The backlash follows comments made by Instagram head Adam Mosseri, who noted that higher video quality is reserved for content with greater engagement.
“We bias to higher quality… for creators who drive more views,” Mosseri shared in a post on Threads on Sunday. This disclosure has unsettled some creators, with one telling the media that it is “disheartening,” especially for those who have shifted their focus to Instagram as their primary platform.
“I think it is incredibly harmful to the creative’s art,” said Siete Savone, a 25-year-old content creator. While Savone acknowledged Instagram’s need to update features, she believes the platform should avoid changes that compromise the quality of users’ original work. “No one should have to worry about their content’s quality being degraded simply because they lack high engagement,” she added.
According to Mosseri, Instagram downgrades video quality when content has not been viewed for a long time, since most engagement occurs shortly after posting. However, he noted that video quality could be enhanced if a video later gains traction.
Social media consultant Matt Navarra weighed in on the issue, arguing that this strategy contradicts Instagram’s efforts to support emerging creators. “How can creators gain traction if their content is penalized for not being popular?” he asked, suggesting that it could create an imbalance that favors established creators over newer ones.
Savone agreed, emphasizing that the playing field should be equal for both small and big creators. Underlying Instagram’s decision is the cost of streaming high-resolution videos, which demand more computing power and server space. While some users understand the potential for reduced costs, they feel it comes at the expense of creators’ hard work. “It’s frustrating to invest time into high-quality content only for it to be downgraded,” said one user in response to Mosseri’s post.
Earlier this year, Instagram announced changes to its video recommendation system to offer creators a more equal opportunity to succeed. However, Navarra noted that the recent revelations might undermine this goal, suggesting that creators should prioritize content that resonates with their audience rather than focusing on potential quality issues.
Mosseri clarified that video quality adjustments are made collectively, not individually, and on a “sliding scale.” He emphasized that Instagram’s primary aim is to display the best content possible, adding, “The difference in quality isn’t huge.”
Instagram has been met with criticism before for its focus on video, which some users feel detracts from its original photo-centric experience. Despite efforts to encourage more video content, the platform’s strategy continues to raise questions among creators striving for visibility.
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