In a recent discussion about Instagram’s video quality, Adam Mosseri, the head of Instagram and Threads at Meta, revealed that the popularity of a video significantly impacts its playback quality. According to Mosseri, videos that garner more views are displayed in higher quality, while those with fewer views might be downgraded to a lower quality. This statement has ignited a conversation among creators, with some expressing concerns that the system may favor well-established influencers over smaller content creators.
The Mechanics of Quality Adjustment
Mosseri explained that Instagram aims to present the best possible video quality, particularly for content that quickly engages viewers. He stated, “In general, we want to show the highest-quality video we can.” However, if a video fails to attract significant views shortly after being posted, Instagram may lower its playback quality. On the other hand, if the video later gains traction, the platform will reprocess it for a better viewing experience.
This approach is designed to ensure that viewers receive the highest-quality content available. By allocating more resources to videos that resonate with audiences, Instagram optimizes the user experience while efficiently managing its data storage and bandwidth.
Aggregate Decisions, Not Individual Ones
In response to user inquiries, Mosseri clarified that these quality adjustments are made on an aggregate basis rather than for individual viewers. This means that the algorithm does not tailor video quality for each user based on their unique interactions. Instead, the overall performance of a video influences its quality across the board.
Mosseri emphasized that Instagram leans toward higher quality for creators who attract more views, noting, “We bias to higher quality… for creators who drive more views.” He explained that this is a gradual process rather than a drastic change, allowing the platform to balance storage efficiency while still providing acceptable quality for lesser-known videos.
Addressing Concerns of Creator Inequality
The announcement has sparked mixed reactions, particularly among creators on Threads. Some have raised concerns that this tiered quality system may disadvantage smaller creators, as popular videos benefit from higher quality, reinforcing their visibility and engagement. While Mosseri acknowledged these worries, he argued that the content’s substance is what primarily drives audience interaction, rather than its technical quality.
He noted, “In practice, it doesn’t seem to matter much… whether people interact with videos is way more based on the content of the video than the quality.” According to Mosseri, creators may prioritize visual quality, but viewers are generally drawn to engaging and relatable content, making the differences in quality less impactful in the grand scheme.
Meta’s Strategy for Video Resource Management
Meta has openly discussed its challenges in managing the increasing volume of video uploads. The company acknowledged in 2021 that maintaining high processing quality for all videos might be unsustainable. In a blog post, it described a tiered approach to video encoding, where new uploads initially receive basic quality settings to conserve resources. As videos accumulate views, they can be upgraded to higher-quality encoding methods.
This resource allocation strategy allows Meta to handle the growing demand for video content, which reached approximately 4 billion streams per day on Facebook last year. By prioritizing the most-watched videos for superior quality processing, Meta ensures that popular creators benefit from optimal display standards.
Focusing on Content Over Quality
Mosseri reiterated that while video quality is important, audience engagement hinges more on the relevance and appeal of the content. He encouraged creators, especially those who are just starting, to concentrate on crafting engaging stories rather than fixating on minor quality differences. This emphasis on content over technical details aligns with Instagram’s vision of prioritizing creativity and connection.
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